Personal profile
Biography
Dr. Ying Wu is a Lecturer in Marketing at the University of Dundee School of Business (UDSB) and the Programme Leader for the MSc International Marketing programme. She has previously served as the Management and Marketing Assessment Lead (TPG), leading initiatives on curriculum enhancement and assessment innovation.
She holds a PhD in Management and an MSc in International Marketing from the University of Sussex, UK, along with a BSc in Mathematics and Computational Science from Sun Yat-sen University, China, which is consistently ranked among the top 10 universities in China.
Ying is a Fellow of the Higher Education Academy (FHEA) and a graduate of the Aurora Leadership Programme, an Advance HE initiative designed to develop leadership skills for women in higher education. The programme equips participants with strategic thinking capabilities, effective leadership practices, and the confidence to drive institutional change. Her participation in Aurora reflects her commitment to fostering inclusive leadership and innovation within academia.
Ying’s academic expertise lies in digital marketing, sustainability, and assessment innovation. Her research explores the intersection of emerging technologies, consumer engagement, and marketing effectiveness, particularly in the context of AI, sustainability, and data-driven decision-making. She has held academic positions at the University of Sussex, University of Hertfordshire, and now the University of Dundee. Beyond academia, she actively bridges industry and education through client-led assessments, industry collaborations, and research-informed teaching.
Research
Dr Ying Wu’s research focuses on digital marketing, sustainability, and assessment innovation, integrating emerging technologies and pedagogical advancements to enhance both marketing effectiveness and student learning. Her work bridges academia and industry, strengthening future-ready skills, digital engagement, and innovative assessment strategies.
- AI-driven digital transformation and marketing analytics
- Social media marketing strategy and digital engagement
- Gamification and immersive learning in marketing and education
- Sustainable marketing, ethical consumer behaviour, and brand communication
- Assessment innovation, competency-based learning, and employability skill development
Her research directly informs curriculum design, industry-driven assessments, and technology-enhanced pedagogy, ensuring students develop the critical thinking, creativity, and problem-solving skills required in a rapidly evolving digital landscape.
Teaching
Dr. Wu is a Fellow of the Higher Education Academy (FHEA). She teaches at undergraduate and postgraduate levels and is committed to industry-engaged, research-informed learning. She currently teaches:
BU21007 – Emerging Technologies: The Digital Business Environment
BU31013 – Sustainability & Digital Marketing in Practice
BU52039 – Brand Management and Strategy
BU52041 – Search Marketing
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
