CMU Faculty

Kelly Dueck he/him

Assistant Professor of Business

Kelly is a researcher and educator with interests in evolving marketing practice, marketer behaviour, and qualitative research methodologies. He holds a PhD from the University of Durham, where his research examined marketer identity in digital environments. His educational background also includes an MBA from the University of Essex and a BSc in Physiology from the University of Saskatchewan.

Kelly's professional experience spans over two decades, encompassing roles in publishing, marketing research, and business consulting at organizations such as Glacier Media, Rogers Media, United Grain Growers (Viterra Canada), and SEED Winnipeg, a community economic development NGO. He is also the co-founder of two community newspapers, as well as a microphone design and manufacturing company. Kelly has taught in areas such as entrepreneurship and small business management, global marketing, and digital marketing at Canadian Mennonite University and Durham University Business School.

His research focuses on marketer behaviour from a practice theoretical perspective, the marketing of economic policy in the political sphere, and multimodal discourse analysis. Kelly's approach aims to bridge academic research with industry practice. In his work, he strives to encourage critical thinking and interdisciplinary collaboration in business education. His goal is to contribute to the understanding of evolving marketing practices from a critical perspective.

Areas of Teaching

Marketing, Management and Organizations, Business Communication

Education

PhD (Durham), MBA (Essex), BSc (Saskatchewan)

Work in Detail

Teaching

marketing; management and organizations; small business and entrepreneurship; business communication

Research

Marketer behaviour; marketing management; multimodal discourse analysis; political marketing and economic policy

Current research:

Building National Economic Identity Through Balanced Budget Discourse: A Gee-Informed Corpus Linguistic Analysis of Canadian Federal Fiscal Communication: This article will involve a corpus linguistics analysis of Canadian federal government budget documents from 1995 to 2025 to systematically examine the construction of Canadian national economic identity in relation to the rhetoric of balanced budgets and "fiscal responsibility", across both Liberal and Conservative minority and majority governments.

Dueck, K. (In preparation). Identity production processes of kanban boards in marketing teams. This paper centers on a social practice analysis of how kanban boards produce the identity of the 'agile marketer' through a combination of semiotic resources, eligibility conditions and social practices

Dueck, K. (In preparation). Figured worlds: introducing Holland's social practise theory of identity as a lens for studying marketer behaviour

Dueck, K., Larsen, G. (In preparation). 'It's like dancing about architecture': multimodal strategies in the marketing of audio products by non-audio means

Applied

Consulting projects for Glacier Farmmedia (Manitoba Cooperator, The Western Producer, Grainews) and others

Approved consultant for members of the Biosciences Association of Manitoba

Co-founder of The Leaf community newspaper, Winnipeg

Community

Reviewer for Research Manitoba grant applications in the social sciences and humanities stream

Member of The Academy of Management (Critical Management Studies; Communication, Digital Technology and Organization divisions)

Co-founder of the Durham University Business School Qualitative Research Methods Community

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