Dr Ying Wu
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Biography
Dr Ying Wu is a Lecturer in Marketing and Director of MBA and DBA Programmes at the University of Dundee School of Business.
She leads the School’s MBA and DBA programmes, including its international and distance-learning MBA portfolio. Her work spans programme leadership, curriculum development, academic quality, assessment innovation, international education and student experience.
Ying has held a number of programme and institutional roles at Dundee. These include Programme Leader for MSc International Marketing and Management, postgraduate Assessment Lead, and coordinator of the School’s taught postgraduate Periodic Programme Review. She also contributes to University quality enhancement activity, including the Tertiary Quality Enhancement Review, and to strategic work relating to continuing professional development and executive education.
She is Deputy Lead and Co-Investigator on a British Council Going Global Partnerships project with NUST Business School in Pakistan, focused on disability inclusion, digital accessibility and inclusive education. Her contribution spans project development, research, ethics, delivery and dissemination. She also contributes to international partnership development and works across global academic networks through the Globally Responsible Leadership Initiative.
Her teaching and scholarship focus on responsible AI, digital and marketing education, assessment innovation, curriculum design and university-industry collaboration. Her work includes AI-supported assessment, AI transparency in learning, digital accessibility, employability and industry-integrated curriculum design.
Ying created the Learning Lab, where she designs and builds original classroom games, practical toolkits and applied learning activities for business and marketing education. The Lab translates academic concepts and real-world business challenges into interactive learning experiences.
Alongside her academic work, Ying contributes to external engagement and governance. She is Trustee and Board Secretary of Camperdown Growing Collective in Dundee and maintains links with academic, business and community networks across Scotland.
Ying holds a PhD in Management and an MSc in International Marketing from the University of Sussex, and a BSc in Mathematics and Computational Science from Sun Yat-sen University. She is a Fellow of the Higher Education Academy and a graduate of the Advance HE Aurora Leadership Programme.
Research
Dr Wu’s research sits at the intersection of marketing, digital technology and higher education.
Her current work focuses on responsible AI in education, AI-supported assessment, digital accessibility, curriculum innovation, employability and university-industry collaboration. She also researches digital consumer behaviour and the organisational implications of emerging technologies.
Her recent work includes the development of the CRAFT framework for AI-supported assessment, research on AI-enabled industry-collaborative assessment, and work on industry-integrated curriculum design for employability.
Her research directly informs curriculum development, assessment design and technology-enhanced learning. A central theme across this work is how emerging technologies can be used in ways that remain transparent, inclusive and educationally purposeful.
Her research interests include:
- responsible AI and AI-supported assessment
- curriculum and assessment innovation
- digital accessibility and inclusive education
- employability and university-industry collaboration
- digital marketing and consumer behaviour
- gamification and technology-enhanced learning
- sustainable and responsible marketing
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.