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As a dedicated and accomplished lecturer in the field of marketing, I bring over a decade of experience in both teaching and research to the academic community. Throughout my career, I have had the privilege of instructing and mentoring students at various academic levels, from undergraduates to postgraduates. My teaching philosophy revolves around fostering critical thinking, creativity, and practical application of marketing concepts. I believe in the power of experiential learning, integrating real-world case studies and industry insights into my lectures to equip students with the skills necessary to excel in the ever-evolving marketing landscape.
I have extensive understanding to bridge the gap between concepts and research, which helps students to not only learn, rather apply them practically. Field experiments, simulations, literature review, internship reports as teaching pedagogies are few to mention.
My research contributions have aimed to advance the frontiers of technology adoption and marketing knowledge. My work has been published in reputable journals, with a focus on behaviour intention, motivation, perceived risk, and mobile application adoption.
My ongoing research is exploring the role of marketing and its role in creative, cultural and heritage industries as sustainable social business and business models. Specifically, I am scrutinizing their sustainable ecosystems and the marketing strategies they employ with purpose–driven visions. I am investigating the intricate interplay between these ventures and their dynamic role with stakeholders.
In parallel with my teaching and research endeavours, I am an affluent with various data analysis software’s such SPSS, SmartPLS, Gephi, AMOS, data visualization – orange, word cloud, NVivo and WEFT.
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