Nadia Zainuddin

Dr. Nadia Zainuddin is a Senior Lecturer in the School of Business at the University of Wollongong, specializing in behavior and social change research. Her work focuses on leveraging marketing principles to drive social and behavioral change, particularly for marginalized groups such as women, older adults, people with disabilities, and culturally diverse communities. She is a mixed-methodologist with expertise in value theory, exploring frameworks for value creation and destruction across healthcare, wellness, and transportation contexts.

Dr. Zainuddin has extensive collaboration experience with government and industry partners, including the Australian Research Council, Queensland Health, and the Australian Red Cross Blood Service. She holds leadership roles in academic governance, serving as President of the Australian Association of Social Marketing and chairing major conferences like the World Social Marketing Conference. Her editorial contributions include roles at the Journal of Social Marketing and Journal of Services Marketing.

Her research interests span decolonizing market systems, intersectional approaches to marginalization, and the application of social marketing for societal well-being. She has undertaken visiting fellowships at the University of Glasgow and the University of Coventry’s Centre for Business in Society, furthering her global academic impact.

Dr. Zainuddin’s teaching spans undergraduate and postgraduate levels, covering Marketing Principles, Social Marketing, Consumer Behavior, and Marketing Research. She actively supervises higher-degree research students, contributing to the next generation of scholars in these fields.