Dr Yuvika Gupta is an Assistant Professor of Digital Marketing at Heriot-Watt University Dubai, with more than 17 years of academic experience across India, Malaysia and the United Arab Emirates. Her teaching and research interests include digital marketing, consumer behaviour, artificial intelligence, social media, marketing technologies (MarTech), sustainable consumption and sustainable tourism.

Her work connects academic research with contemporary marketing practice, particularly in relation to digital transformation, emerging technologies and data-driven decision-making. She incorporates current industry developments, digital platforms and analytics into her teaching to strengthen students’ understanding of how marketing is evolving in practice.

Dr Gupta holds a PhD in Business Administration, awarded in 2021, with her research focusing on celebrity endorsement, social media and consumer buying behaviour. She is also UGC NET-JRF qualified and was awarded Fellowship of the Higher Education Academy (FHEA) in 2026.

She contributes to the wider academic community through research collaborations, journal reviewing, editorial activities and doctoral research supervision.

Teaching and Academic Leadership

• Dubai Course Leader for Technology in Business, International Strategic Marketing, and Digital Marketing Strategy.
• Teaches across undergraduate and postgraduate programmes in digital marketing, strategic marketing and technology-related business subjects.
• Supervises undergraduate and postgraduate dissertations.
• Contributes to student recruitment and engagement activities, including University Open Days.
• Serves as a Personal Academic Tutor (PAT), providing academic guidance and pastoral support to students.

Academic Citizenship and External Roles

• External Co-supervisor for the Doctor of Philosophy in Management.
• External Examiner for higher education programmes.
• Reviewer for international academic journals and contributor to editorial activities.

My research lies at the intersection of marketing, consumer behaviour and digital transformation. I am particularly interested in how emerging marketing technologies (MarTech), including artificial intelligence, social media and data analytics, shape consumer decision-making, engagement and experiences. My research also examines sustainable consumption, marketing innovation and the use of digital technologies across tourism, retail and hospitality. My work has been published in journals including Current Issues in Tourism, Marketing Intelligence & Planning, The International Journal of Logistics Management and International Journal of Consumer Studies.