Senior Lecturer in Strategy

I joined the Business School in January 2015 as a visiting faculty member and progressed to a full-time member in December 2019. Since then I have taught in various business-related subjects at the University.

My disciplinary focus is on qualitative research methods as well as strategy and marketing. I have experience teaching a diversity of units at a variety of HE levels. Mainly my expertise is in teaching and researching in subjects related to strategic management, strategy and brand management, social media marketing, marketing communications and consumer behaviour. I also supervise PhD research students and postgraduate dissertation students.

I have previously worked as a visiting faculty member at the University of Westminster in the Westminster Business School covering modules in business courses, mainly involved in teaching and supervising students. I have also worked as a business lecturer at the London School of Science and Technology.

Other References

LinkedIn

Qualifications

• PhD in Social Media Marketing – University of Bedfordshire
• MBA – University of Hertfordshire
• MBA in Marketing – Independent University, Bangladesh
• BBA in General Management and Marketing – Independent University, Bangladesh

Membership of Professional Bodies

• Associate Fellow of the Higher Education Academy
• Member of British Academy of Management
• Member of Global Marketing Network
• Member of NVivo - QSR International
• Member of Quality Assurance Agency
• Certified Management & Business Educator

External roles

• External Examiner for undergraduate and postgraduate programmes of two UK universities

Teaching Expertise

• Research Methods
• Strategic Management
• Strategy and Brand Management
• Marketing
• Social Media Marketing
• Marketing Communications
• Consumer Behaviour

Research Interests

• Social Media Marketing
• Social Media - Online Brand Community Research
• Luxury Branding
• Netnography
• Consumer Behaviour
• Visual Communication
• Aesthetics
• Symbolism

Conference Papers

• Sultana, S, Halder, A; “The role of aesthetics and symbolism on luxury brand image: a netnographic study of an online brand community”. NVivo Virtual Conference, Qualitative Research in a Changing World 2020, 24^th September 2020
• Sultana, S, Kofinas, AK; “The role of aesthetics and symbolism on luxury brand image: a netnographic study of the Burberry online brand community”. BAM Conference, United , Virtual Conference in The Cloud 2020, 02 - 04 September, 2020
• Sultana, S, Kofinas, AK, Massaro, MR; “Visual Communications in Social Media: A Systematic Review”, BAM Conference, Warwick, United Kingdom, 05-07 September, 2017
• Sultana, S; “Structured Literature Review on the impact of Non-Verbal communication via Social Media on Loyalty in the context of UK Fashion Retailing”. Independent Global Conference on Business and Economics, Independent University, Bangladesh, Bangladesh, May 2016

Contact Details

T: +44 (0)1582 743946
E: saira.sultana@beds.ac.uk