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Biography
Dr Ying Wu is a Lecturer in Marketing and Director of MBA Programmes at the University of Dundee School of Business (UDSB).
Previously Programme Leader for the MSc International Marketing and Management, and Marketing Assessment Lead (TPG), she has led and co-led high-impact initiatives in curriculum and assessment reform, resulting in policy improvements and enhanced academic practice.
Ying is Deputy and Co-Investigator on a British Council funded project on digital accessibility and inclusive education, and a dissemination contributor and content creator for the Royal Society of Edinburgh (RSE) funded Price of Inclusion project. As part of the RSE project, she created Voicing Lived Experiences, an AI-enhanced podcast series that amplifies inclusive narratives and introduces innovative storytelling approaches.
She works to strengthen the School's engagement and connections across the higher education sector and industry. This includes serving as a conference review committee member, undertaking applied research, and leading industry-university initiatives. She also creates the monthly UDSB Management and Marketing Team Newsletter and designs strategic communications that support internal collaboration and external visibility.
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, China. She is a Fellow of the Higher Education Academy (FHEA) and a graduate of the Aurora Leadership Programme. Her expertise spans digital marketing, sustainability, artificial intelligence, assessment innovation and curriculum development, bridging academia and industry through research-informed, industry-engaged education.
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, digital storytelling 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.