Dr Yalda Chabok

I hold a PhD in Marketing, Branding, and Innovation from Middlesex University, where my research focused on the impact of the flow state on consumer responses in augmented reality purchasing experiences. Additionally, I have earned an MSc in Digital Marketing from The University of West London, and an MBA from Multimedia University in Malaysia. My academic journey began with a BSc in Computing from Staffordshire University, Malaysia.

In my professional career, I have gained extensive experience in both teaching and practical applications of marketing, with over five years of industry experience in various marketing roles. Previously, I worked as a Marketing Lecturer at Northumbria University, where I led modules such as BSc Marketing and Operations and BSc Digital and Data-Driven Marketing. My teaching approach is dynamic and interactive, incorporating real-world marketing challenges to bridge the gap between theory and practice.