Sina Joneidy

Dr

Accepting PhD Students

20162021

Research activity per year

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Personal profile

Academic Biography

I am interested in the Digital Economy and the effects of digitization on everyday life, businesses and society. Prior to joining TUBS, I was in Big Data analytics profession working with SME’s and Manufacturers helping them to grow in different divisions. 

Summary of Research Interests

My current research and knowledge exchange projects are centred on application of Dooyeweerd's philosophy and his theory of modal aspects in real-life situations, especially to clarify and understand complex situations, where digital technologies such as AI/ML and Big Data are involved in Human context, without reductionism, and to guide practice by the normative content of the aspects. Dooyeweerd is a relatively new thinker, and I am at the leading edge of exploring the application of his ideas.

I am interested in responsible use and adoption of AI/ML, Big Data analytics application, Digital Readiness and Maturity at organisational and societal level.

Research Projects & External Funding

I have been always keen to apply and extend the application of Dooyeweerd’s modal theory in Data science project. This has been achieved through a collaborative KTP project.  

I used the Model Theory introduced by Herman Dooyeweerd, which is a chapter of my PhD thesis and customized it for the data science project in the KTP project with the Charles Clinkard Group Limited. The new model is known as Multi-aspectual Knowledge Elicitation for Machine Learning (MAKE4ML) is being adopted for another KTP project with Direct Line Supplies limited.

Both KTP research projects are examples of collaboration between School of Computing, Engineering and Digital Technologies (SCEDT) and Teesside University Business School (TUBS).

PhD and Research Opportunities

I accept PhD students in the areas of Responsible Artificial Intelligence and Machine Learning, Big Data Analytics application, Digital Readiness and Maturity.

Some of the current doctoral students I am working with:

  •  Reece Martini - Ethical use of machine learning in digital marketing.
  • Spencer McNiell -Responsible Robotics, Artificial Intelligence and Automation in digitalization of waste management in UK Food retail sector.
  • Alan Baira -Digital Readiness initiatives evaluation: towards digitalizing asset management in rail Industry.
  • Susanna Asantewah Ofori - FinTech Ecosystem and Financial Inclusion in developing countries.
  • Behzad Parniani - Adoption of Responsible AI-enabled Innovation in the manufacturing industry in Tees Valley.

Enterprise Interest and Activities

I am interested in digital upskilling activities such as designing and delivering CPD courses and workshops.

In 2019 During a Knowledge Exchange Internship project with one of the SMEs based in Stockton, North East of UK, I have supervised a graduate intern and we developed a core message for digital marketing strategy, thanks to the company welcomed a research-informed approach to the project.

In 2020 I designed and delivered two research informed CPD courses:

  • Digital Marketing, The good, bad and ugly
  • A step-by-step guide to digitally transform your company

Please visit: https://www.tees.ac.uk/digitalskills/taster.cfm.

These are part of Digital Skills for Growth, which is a European Social Fund project to deliver online digital courses for upskilling people employed in County Durham.

In October 2020, I judged the track “Best Use of AI” in Digital Marketing at Data and Marketing Association Awards 2020.

Currently I am working on a CPD session on AI in Marketing for SMEs in North East and another joint workshop on Big Data Analytics and data science in collaboration with School of Computing, Engineering and Digital Technologies, which is targeted at Health, Construction and ElecTechs sectors.

External Roles and Professional Activities

As a TUBS representative, I am working closely with the Digital Steering Group in North East Chamber of Commerce (NECC) on three key areas: In-house digital leadership, Finance and growth funding, Digital skills in business and upskilling workforce. As part of ongoing initiative of sharing industry related experiences and practices through monthly presentations to help North East businesses with their digital transformation processes. I gave a talk on “Digital Divide” which was part of the “framing the future” webinar series organised by NECC on 24th of March 2021.

Learning and Teaching Interests and Activities

I am a Microsoft Certified Educator and TUBS representative for digitally empowered learners in Future Face Learning framework. I am actively contributing to hybrid model of learning and teaching through my research.

My acute observation of students paying more attention to their mobiles phones, being always connected led to the publication of “Lockdown and tech overload – how to escape your screens” in The Conversation. Further research into COVID-19; tech overload; student mental health led to the Trauma-informed Learning and Teaching article in the UK Parliament. These 2 initiatives have progressed into SARS 2020/2021 project. I hold the role of a lead investigator for this interdisciplinary internal grant entitled the Impact of Digital Mindfulness on Generation Z’s Wellbeing and Performance: Enriching the Hybrid Model for Learning and Teaching.

Course Leadership Experience

  • MBA Online
  • MBA Online (Digital Transformation)

 Module Leadership and Teaching Experiences and Interests

  • Applying Management and Organisational Studies (Level 8)
  • Online - Applying Management and Organisational Studies (Level 8)
  • Digital Innovation and Change management (Level 7)
  • Digital Optimisation, Analytics and Metrics (Level 7)
  • Digital Entrepreneurship (Level 7)
  • Marketing analytics in Practice (Level 7)
  • Digital Business Models (Level 7)
  • Digital Marketing in Practice (level 6)
  • Digital Business (CMDA)

External Roles and Professional Activities

Academic Memeber of AIS , AAAI and CILIP.

Education/Academic qualification

Bachelor, The London School of Economics and Political Science

Master, University of Salford

PhD, University of Salford

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