Sepideh Samadi

Dr. Sepideh Samadi is an Assistant Professor at Heriot-Watt University's School of Social Sciences, directing the MA Marketing (Hons) Program and leading courses at Edinburgh Business School. With over 10 years of experience in higher education across UAE institutions and prior corporate marketing roles at Sony Mobile, she bridges academic and industry expertise. Her research focuses on digital marketing psychology, consumer behavior on social platforms, and Industry 4.0 technologies. Awards include an Associate Fellowship from the Higher Education Academy (AFHEA).

• Education: Earned a PhD (as denoted by title) and master's degree in Marketing.
• Professional Experience: Lecturer, career advisor, head of faculty professional development, and former Marketing Coordinator at Sony Mobile.

Research interests span influencer marketing, luxury branding, and digital transformation in education. She actively contributes to IEEE conferences and collaborates on interdisciplinary projects linking marketing with psychology and digital innovation.

• Awards: AFHEA (2023), TEDx speaker on sustainability themes.

Teaching includes marketing modules for UG/PG students, dissertation supervision, and corporate training for bankers. She leads recruitment efforts and enhances student engagement via curriculum innovation and industry partnerships.