Aishwarya Singhal is an Assistant Professor in Digital Marketing at Edinburgh Business School. Working with the Marketing and Operations department since 2017, Aishwarya has taught International Strategic Marketing, Social Media Marketing, Digital Customer experience, Global Strategic Marketing, Marketing, Strategic Management modules as the Dubai course leader for the programs MSc Digital Marketing, MSc IBM with Marketing and MA Marketing. She has supervised over 150 PG and MA dissertation students till date.

Aishwarya actively engages with industry in the UK, UAE, Egypt, Australia and India for her research projects. Her professional experience is in project management, investment banking, entrepreneurship and digital marketing. She has worked for global corporate banks including Kotak Mahindra Asset Management in London and HSBC. She has work experience in the UK, Europe, India and the Middle East.

Academic Leadership and Affiliations:

• Aishwarya has been the Global Course Leader for the PG course Social Media Marketing.
• She holds the fellowship of Higher Education Academy UK (FHEA).
• She is associated with the Centre for Networks and Enterprise Excellence (CNEE).
• She served as a Mentor in Dubai for the PGCertTL program.

Qualifications:

• Her PhD is interdisciplinary and investigates the role of AI (including machine learning, deep learning and chatbots) in CRM.
• She also holds a MSc (with distinction and awarded top performer) in Marketing from Heriot-Watt University Dubai
• BBA from Heriot-Watt University Edinburgh
• Diploma in International Business from Brunel University London.
• PGCertTL- Post Graduate Certificate in Teaching and Learning (awarded special recognition)
• Fellowship of the Higher Education Academy UK (FHEA)
• In 2022 she was selected and participated in the acclaimed Doctoral Forum at the renowned Hanken School of Economics in Finland where she was awarded with Excellence for her overall performance.
• In 2024 she was successfully selected to participate at the Doctoral Forum at the prestigious University of Cambridge in UK.

Research Interests

Her research interests include Social CRM, applications of AI, Chatbots and Robots in Customer Relationship Management, the Metaverse, Virtual Influencers, Customer Experience, use of AR, VR and MR in hospitality, digital marketing and social media marketing.

Her research has been published in highly ranked Journal of Business Research. She has participated in more than 14 international conferences and seminars in UK, Ireland, Finland, USA, Mauritius, Spain, Australia, Switzerland, India and France. She has consecutively presented several research papers at prestigious conferences such as the Academy of Marketing, Academy of Marketing Science, and Academy of Marketing Science World Marketing Congress in the recent years. Additionally, she has recently contributed to two book chapters in edited volumes on Digital Marketing and Virtual Influencers with Palgrave McMillan and Springer.

This year in September, she was successfully selected and participated in the prestigious Cambridge Service Alliance Forum at the distinguished University of Cambridge in the UK. She is now working on research projects with globally prominent senior academics from University of Oxford, University of Cambridge and The University of Queensland. In 2022, she was selected to participate in the acclaimed Doctoral Forum at the renowned Hanken School of Economics in Finland where she was awarded with Excellence for her overall performance.

Research interests include Social CRM, applications of AI, Chatbots and Robots in Customer Relationship Management, the Metaverse, Virtual Influencers, Customer Experience, use of AR, VR and MR in hospitality, digital marketing and social media marketing.

Research Methods Expertise-

Qualitative- Netnography and Ethnography

Quantitative- SPSS

Interdisciplinary Research Intersections-

Digital Marketing, Aritificial Intelligence, Human- Computer Interaction, Human Psychology, 

Aishwarya Singhal is an Assistant Professor in Digital Marketing at Edinburgh Business School. Working with the Marketing and Operations department since 2017, Aishwarya has taught International Strategic Marketing, Social Media Marketing, Digital Customer experience, Global Strategic Marketing, Marketing, Strategic Management modules as the Dubai course leader for the programs MSc Digital Marketing, MSc IBM with Marketing and MA Marketing.

She has supervised over 150 PG and MA dissertation students till date. She has also served as the Global Course Leader for the PG module Social Media Marketing. In Dubai she has also served as a Mentor for the PGCertTL modules, offering support and mentorship to new academic staff members within SOSS, EBS.

Aishwarya Singhal is an Assistant Professor in Digital Marketing at Edinburgh Business School. Since 2017 Aishwarya has taught International Strategic Marketing, Social Media Marketing (as Global Course Leader), Digital Customer experience, Global Strategic Marketing, Marketing modules as the Dubai course leader for the programs MSc Digital Marketing, MSc IBM with Marketing and MA Marketing. Has supervised over 150 PG and MA dissertation students till date. Aishwarya actively engages with the industry in the UK, UAE, Egypt, Australia and India for her research projects and for teaching to deliver practice based assessments. Her industry experience is in project management, investment banking, entrepreneurship and digital marketing. She has worked for global corporate banks including Kotak Mahindra Asset Management in London and HSBC. She has work experience in the UK, Europe, India and the Middle East. 

Her PhD is interdisciplinary and investigates the role of AI (including machine learning, deep learning and chatbots) in CRM. She also holds a MSc (with distinction and awarded top performer) in Marketing from Heriot-Watt University Dubai. BBA from Heriot-Watt University Edinburgh. Diploma in International Business from Brunel University London. PGCertTL- Post Graduate Certificate in Teaching and Learning (awarded special recognition) and has the Fellowship of the Higher Education Academy UK (FHEA).