Lecturer in Digital Marketing

I am an AI and digital innovation specialist who designed and authored one of the UK’s first MSc programmes in AI in Marketing, combining advanced data tools, machine learning workflows, and real-world business cases into a future-ready, career-focused curriculum.

With a PhD in Business and Marketing, I sit at the intersection of marketing strategy, data science, and applied AI. Her work focuses on training the next generation of marketing professionals in generative AI, automation, consumer analytics, and algorithmic decision-making, embedding the very technologies that are reshaping global commerce into every aspect of learning design.

I have led curriculum innovation across multiple units, embedding AI-resilient assessments, co-piloted generative AI supervision models, and trained faculty and partners in the ethical use of LLMs in both research and teaching. Her teaching environment is hands-on, fast-paced, and modelled after real-world MarTech environments with students learning to code, simulate, and interrogate AI tools including Python, ChatGPT, and Google Colab.

I am also a published academic and editor of several titles exploring customer-centric AI, conversational tech, and AI ethics in marketing. Her upcoming book with Routledge, Quantum AI in E-Commerce, explores the edge of emerging tech, looking at how quantum computing and artificial intelligence will converge to redefine digital strategy and customer personalisation.

An invited speaker at Advance HE, global partner campuses, and academic panels, I am passionate about building AI-literate, industry-ready graduates and creating learning ecosystems where tech fluency, ethical leadership, and creative problem-solving are core outcomes. 

Qualifications

• BA
• MSc
• PhD

Teaching Expertise

• Marketing
• Digital marketing
• Strategy
• Sustainability

Research Interests

• Consumer Behaviour Analysis: Investigating the multifaceted dynamics that influence consumer choices, preferences, and decision-making processes across various contexts.
• Sustainability Studies: Examining the interdisciplinary dimensions of sustainability, including environmental, economic, and social factors, with a focus on fostering responsible consumption and environmentally conscious behaviours.

Contact Details

E: Mahvish.zahara@beds.ac.uk