Senior Lecturer in Management

Dr Khadija Rauf joined the university of Bedfordshire (UOB) in January 2023 and is currently a Senior Lecturer in Management.

Before joining UOB, she was a senior lecturer at London School of Science and Technology, where her responsibilities included leading level 5, 6 and 7 modules in Marketing, Management and Research and supervising undergraduate and postgraduate research students. She also served as a member of the peer review committee of the research centre.

Before joining academia, she worked at Standard Chartered Bank as a priority relationship manager and Women’s Chamber of Commerce as secretary general where she extensively organised exhibitions and hosted trade delegations for women-led small and medium businesses in Pakistan. She also provided consultation to women entrepreneurs to on improving their marketing and management strategies and guided them in designing their online and offline brand assets.

Khadija’s research interests are Cobranding in product and service sectors both at national and international level, Consumer-Brand Relationship and antecedents and consequences of Student-HEI Identification.

Khadija’s pedagogical approach is rooted in the principles of inclusive learning and the application of practical knowledge. Through case studies, industry projects, and interactive discussions, she is motivated to empower students with not only theoretical knowledge but also the practical skills necessary for their success.

Other References

• LinkedIn

Qualifications

• PhD in Marketing (University of Bedfordshire)
• PGCert HE (Anglia Ruskin University)
• MSc Marketing (University of Bedfordshire)
• MBA (University of Engineering and Technology)
• MSc Economics (University of Punjab)
• BA Economics (University of Punjab)

Teaching Expertise

• Business Analytics/ Data Science
• Competitive Strategy and Innovation Management
• Marketing and Strategic Brand Management
• Business Research Methods
• Econometrics/Business Economics/Behavioural Economics
• International Business
• Managing Small and Medium Enterprises

Research Interests

• Corporate Brand Management
• Artificial Intelligence in Business Management
• Corporate Governance and Artificial Intelligence
• Cobranding in Higher Education
• Women Entrepreneurship in Developing Countries
• Behavioural Economics and Marketing
• Use of Research Techniques such as Meta-analysis, Sensitivity and Text Analysis, R or Python

Membership of Professional Bodies

• Fellow of the Higher Education Academy (FHEA)

Publications

• Rauf, K., & Abbasi, M. W. (2024). Understanding student perception and identification in cobranded UK HEIs based on consumer-company identification theory. Journal of Marketing for Higher Education, 1–23. https://doi.org/10.1080/08841241.2024.2379256

Conference Presentations

• Rauf, K., & Abbasi, M. W. (2024). “Influence of Corporate Communication on Corporate Reputation of UK Cobranded HEIs through Student-HEI Identification”, 27th Excellence in Services International Conference, 29-30 August 2024, University of Bergamo, Italy. (Full Paper).

Contact Details

E: khadija.rauf@beds.ac.uk