Dr. Sepideh Samadi is the Director of the MA Marketing (Hons) Program and a course leader, teaching undergraduate and postgraduate courses at Edinburg Business School, Heriot-Watt University. As a marketing professor, she focuses on enhancing pedagogical practices, managing courses, and fostering student engagement. Dr. Sepideh also supervises undergraduate and postgraduate students in their research dissertations. Her area of specialization is in Marketing Psychology, Digital Marketing, and Consumer Behavior on Digital Platforms. She has published research papers in these areas, contributing to well-known local and international conferences and journals, and recently awarded as an Associate Fellowship from the Higher Education (AFHEA) Academy of the UK.
Dr. Sepideh has over 10 years of experience in higher education institutions across the UAE, working within American, British, Indian, and Australian education systems. During this time, she served as a lecturer, career advisor, and head of faculty professional development. Besides working in educational institutions, she gained experience as a Marketing Coordinator at Sony Mobile, an international organization in UAE, where she developed expertise in corporate marketing strategies and practices in a global setting before pursuing her master’s degree and entering the world of academia. This diverse experience has equipped her with a comprehensive understanding of university operations and corporate marketing strategies.
Beyond her academic and professional achievements, Dr. Sepideh is a TEDx speaker, where she shares insights from her real-life experiences in a talk centered on sustainability and the concept of "recycling thoughts." Additionally, she is a skilled pianist and previously provided private piano lessons during her youth before transitioning into the education sector as a lecturer. This unique blend of expertise allows her to view marketing studies as both a science and an art.

Dr. Sepideh Samadi’s research focuses on the evolving landscape of digital marketing, consumer behavior, and social media engagement, particularly in the context of luxury branding and influencer marketing. Her work explores the psychological and behavioral dynamics that shape digital natives’ purchasing decisions and their interactions with brands on social platforms.

Her research expertise spans several key areas:

• Digital Marketing & Social Media Strategies
  Investigating how brands can leverage digital channels to enhance consumer engagement, focusing on social media influencers, parasocial relationships, and brand advocacy.

• Consumer Behavior & Brand Perception
  Examining the cognitive and emotional factors that drive purchase intentions and brand loyalty, particularly in luxury markets and sustainable consumerism.

• Marketing Technology & Industry 4.0 Adoption
  Assessing the impact of emerging technologies—such as AI-driven personalization, digital tracking systems, and automation—on marketing efficiency and customer experience.

• Higher Education Marketing & Institutional Effectiveness
  Exploring strategies for enhancing student engagement, quality assurance, and digital transformation in higher education institutions.

Dr. Samadi actively contributes to interdisciplinary research, bridging marketing with psychology, supply chain management, and digital transformation, ensuring her work remains relevant to both academia and industry.

Academic Leadership & Program Management

• Director, MA Marketing (Hons) Program – Overseeing curriculum development, academic quality, and strategic alignment with accreditation standards.
• Ensuring industry relevance and student employability through curriculum innovation and industry partnerships.
• Providing academic guidance, addressing student concerns, and enhancing the overall student experience.

Teaching & Supervision

• Undergraduate and Postgraduate Teaching – Leading Marketing Modules.
• Dissertation Supervision – Mentoring MBA, MSc, and UG students in dissertation research, specializing in Digital Marketing, International Business Management (IBM), and Consumer Behavior.
• Edexcel Training for Bankers – Delivering corporate training sessions on business and marketing strategies.

Research & Scholarly Contributions

• Active contributor to IEEE International Conferences, presenting research on social media marketing, influencer behavior, and Industry 4.0 adoption.
• Peer Reviewer for IEEE and other academic journals, ensuring quality research dissemination.
• Engaging in interdisciplinary research bridging marketing, psychology, and digital transformation.

Service & Community Engagement

• Marketing Society Mentor – Providing academic and career mentorship to marketing students.
• University Open Days & Student Engagement – Leading student recruitment efforts, showcasing academic programs to prospective students.
• Panelist & Speaker – Participating in academic events such as Science into Practice at Heriot-Watt and industry discussions on marketing trends.

Professional Development & Learning

• PGCert in Learning & Teaching – Engaged in professional development to enhance teaching methodologies and student learning experiences.
• Associate Fellow of the Higher Education Academy (AFHEA) – Recognized for excellence in teaching and learning, demonstrating commitment to student engagement and innovative pedagogy.