Zahra Fazeli

Zahra Fazeli is a Senior Lecturer in Marketing at the School of Business and Law, University of Brighton. She holds an MA in Marketing and a PhD in Business Marketing, both from the University of Brighton. She is also a Fellow of the Higher Education Academy and a Certified Management and Business Educator (CMBE).

Zahra has over 20 years of experience in management and marketing across various industries, including fashion retail, services, and hospitality. In addition to her academic role, she has worked as a business and marketing consultant in a wide range of sectors.

Her research interests include consumer psychology, online shopping behaviour, sustainable consumption across different industries, and luxury goods consumption.

• Online Shopping
• Consumer Psychology
• Consumer Behaviour in Metaverse-Based E-Commerce
• CSR Communication to Consumers and Employees
• Sustainable Consumption in Industries such as Fast Fashion, luxury Market, Service Companies, and the Tourism Sector
• Luxury Goods Consumption

Zahra uses an interactive and student-centred approach, incorporating, case studies, quizzes, structured class discussions and activities aligned with each session’s topic to addresses the challenge of low student engagement and to foster meaningful dialogue and peer-to-peer learning within the classroom environment. Moreover, by regularly collecting student feedback during and after each session, Zahra continuously adapts her teaching methods to enhance learning outcomes. Additionally, the assignments are industry-relevant, designed to help students apply theoretical knowledge to real-world business challenges, including market crises and pressing business problems. These tasks include:

• Developing marketing plans
• Writing market trend reports
• Developing startup business models
• Creating marketing campaigns informed by consumer psychology
• Case Study: assessing ethical behaviour of a company