Accepting PhD Students

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    Email: [email protected]

    Telephone: 44+ (0) 121 204 3891


    Doaa has been a Teaching Fellow in Marketing at Aston Business School since August 2021. Doaa has a strong background in marketing, business history, and tourism. With over 15 years of experience in both academia and the professional realm, her journey has been marked by a sincere commitment to learning and teaching.

    Doaa's teaching is focused in the area of Consumer Behaviour and Marketing Pyschology with the aim of helping students understand why consumers behave in the way they do, and learn about the psychology behind this which also inlights them in understanding their own behaviour as consumers. The modules that Doaa has taught in this field include; Consumer Behaviour, Understanding Consumers, and Digital Psychology and Buyer Behaviour to first year, second year and Masters students. 

    Doaa's teaching portfolio extends beyond Consumer Behavior and Marketing Psychology to encompass various modules in Marketing and Business Management. Her expertise has been shared in courses such as Principles of Marketing Management, International Business, Applied Marketing in Tourism, Experiential Learning, The Tourism Experience, Research Methods and Corporate Communications, and Global Marketing. 

     Doaa's academic journey commenced at the University of York, where she earned her PhD in Management with a specialisation in Marketing in January 2018. Her doctoral research, titled "Evaluating Marketing Strategies during Crisis: The Case of the Egyptian Tourism Sector," explored the understudied realm of marketing strategies in the context of political crises within the Egyptian tourism industry. Her interdisciplinary approach bridged the fields of marketing, tourism, and business history.

    In addition to her academic pursuits, Doaa co-founded the Nations of York Collective (NYC) in 2017, an initiative aimed at celebrating diversity and community cohesion. She played a crucial role as the Marketing Manager, organising events and fostering dialogue among various cultural groups in the local community.

    Throughout her career, Doaa has presented her research at conferences, published scholarly works, and secured research funding. 

    Doaa currently serves as the organiser of the Marketing Research Camp at Aston Business School. This event is renowned within the global academic marketing community and has featured contributions from esteemed marketing scholars for the past 13 years. The Marketing Research Camp serves as a platform for world-leading researchers to engage in insightful discussions and explore promising research avenues in a relaxed and collaborative atmosphere.


    PG Cert in Higher Education, May 2022, School of Education and Sociology, University of Portsmouth, UK.

    PhD in Management, (specialisation: Marketing), Jan 2018. The York Management School, University of York, United Kingdom. 

    Postgraduate Studies in Management, May 2007, Business Administration Department, Faculty of Commerce, Menoufia University, Egypt.

    BSc (Hons) in Management, Aug 2006. Faculty of Commerce (English section), Menoufia University, Egypt.

    Scholarship and Fellowship

    Fellowship in the Higher Education Association (FHEA) in 2022

    External Connections and Partnerships

    External Examiner at:

    • Coventry University
    • London Metropolitan University
    • University of Hertfordshire 

    Research Interests

    Marketing Psychology

    Marketing Strategies

    Tourism 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):

    • SDG 2 - Zero Hunger
    • SDG 4 - Quality Education
    • SDG 5 - Gender Equality
    • SDG 8 - Decent Work and Economic Growth
    • SDG 12 - Responsible Consumption and Production

    Education/Academic qualification

    PhD, University of York

    Award Date: 18 Jan 2018


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