Staff profile

Nora is an Assistant Professor of Marketing at Durham University Business School. Nora graduated in 2021 from Newcastle university with a PhD focusing on marketing and advertising titled 'Authentic Ethnic Advertisements: Scale Development and Validation'. 

Currently a faculty member at Durham University Business School, she has played a pivotal role in developing and leading and developing various modules that bridge traditional marketing principles with analytical techniques.

Nora’s teaching philosophy is student-centered and research-led. She is committed to delivering interactive and engaging lectures that not only enhance students' knowledge but also provide real-world applications. Her innovative approach includes integrating topics like online communities, AI, big data, and influencer roles into her curriculum. She employs a variety of formative and self-assessment techniques to foster an interactive learning environment, encouraging students to participate actively and enjoy the learning process. Her dedication to enhancing learning experiences has earned her nominations for research and teaching awards at Durham University and Newcastle University.

Nora designed assessments that challenge students to analyze real-world business scenarios, such as the impact of stock market fluctuations on British Airways and changes in leadership. Her globalized approach to teaching ensures that materials are accessible and engaging to a diverse student body.

Research interests include: Digital Marketing, Consumer behaviour, Advertising, Gaming, Metaverse.

Nora have been involved in leading a special conference track on blockchain at the Academy of Marketing (2023) and actively mentors PhD students, providing guidance on their academic and professional journeys.

Current working projects: Metaverse and NFT, AI in Marketing practices, In-game advertising, Arousal advertising,  Authentic Ethnic Advertising, EDI in Policing.