I’m a Lecturer in Digital Marketing with a passion for understanding consumer behaviour and its evolving dynamics in the digital age. With nearly a decade of teaching experience, I’ve always believed in a student-centred approach, ensuring my teaching resonates with real-world applications.
My academic journey culminated in a PhD from Manchester Metropolitan University, where my research focused on the intersection of advertisement effectiveness and consumer behaviour, particularly within radio advertising. This research has fuelled my curiosity about how media influences consumer decisions, a theme I often integrate into my teaching. Professionally, I’ve worked with a diverse range of clients across digital platforms, bringing industry insights directly into the classroom.
My experience extends to course development at Warrington and Vale College, where I honed my ability to design academic content that meets both student and market needs. Outside the lecture hall, I’m deeply committed to bridging the gap between theoretical knowledge and practical expertise, helping students navigate the complexities of the digital marketing landscape with confidence and creativity.
Professional memberships and activities
- Member of Digital Marketing Institute (Since 2020)
- Chartered Association of Business School (Since 2020)
- Teaching & Education Research Association (Since 2022)
Academic qualifications
- PhD "Incongruity in Advertising: Consumer Response to Background Music in Radio Advertising"– Manchester Metropolitan University, UK
- MS in Marketing Management – Ripha International University, Pakistan
- MSc in Marketing Management – Liverpool Hope University, UK
- BA with Honours (Combined) Business and Marketing – Liverpool Hope University, UK
Expertise
- SPSS: Proficient in statistical analysis and hypothesis testing for marketing and consumer behaviour studies.
- Structural Equation Modeling (SEM): Skilled in applying SEM to analyse complex relationships within datasets.
- Google Analytics: Experienced in tracking and analysing website performance and user behaviour for data-driven decision-making.
- Google Search Console: Expertise in monitoring website health, troubleshooting indexing issues, and improving SEO performance.
- Ahrefs: Proficient in conducting competitive analysis, keyword research, backlink audits, and content optimisation to enhance SEO strategies.
- WordPress: Skilled in website creation, management, and optimisation for a seamless user experience.
- Social Media Campaigns: Experienced in running campaigns using Business Manager for platforms like Facebook and Instagram, ensuring high engagement and targeted reach.
Research interests
- Consumer Behaviour
- Advertisement Effectiveness
- Digital Marketing Trends
- Media Influence on Decision-Making
- Marketing Communication Strategies
Enterprise and commercial interests
I have worked with small businesses to enhance their online presence through targeted SEO and PPC campaigns. By managing their accounts and optimising strategies, I have helped clients achieve their business goals and improve their digital performance. My hands-on approach ensures measurable outcomes and long-term success for the businesses I support.
Teaching
Undergraduate
- Consumer and Organisational Behaviour
- Managing Consumerism Postgraduate
- Marketing Innovation
Publications
- Khan, A. M., Panditharathna, R. and Bamber, D. (2020) “Online Store Brand Experience Impacting on Online Brand Trust and Online Repurchase Intention: The Moderating Role of Online Brand Attachment.” European Journal of Management and Marketing Studies, Vol 5, Issue 1. pp 138-162 DOI: 10.5281/zenodo.3808068
- Panditharathna, R., Bamber, D. and Khan, M. A. (2020) Perceptions of innovation-based relationship marketing (PIRM) in the Sri Lankan retail banking sector: A qualitative study. European Journal of Social Sciences Studies, 5(2), pp. 53-80.