Dr Donna Mai

Dr Donna Mai


As an Assistant Head of School, specialising in marketing, Dr Donna Mai brings a wealth of experience in academic leadership and strategic management, driving the school’s culture and performance while ensuring the effective delivery of teaching and research. In close collaboration with the Head of School, she oversees academic staff, develops and implements strategic plans, and manages daily operations to deliver an outstanding student experience and meet or exceed University performance and quality standards.

Her work is centred on enhancing the quality of our programs, particularly within the marketing discipline. She leads the development of undergraduate and postgraduate courses, ensuring alignment with the University and professional standards. Passionate about delivering excellence, she is dedicated to compassionate pedagogy, quality assurance, professional accreditation, and the continuous improvement of teaching, learning, and research across the School.

In addition to her academic leadership, Dr Donna Mai contributes to the School’s strategic planning by formulating and executing annual operating plans, managing resources, and overseeing financial performance. Beyond academics, she actively promotes enterprise opportunities, researches income generation, and builds strong relationships with external stakeholders, professional bodies, and industry partners.

Her management expertise spans key areas of marketing, including marketing management, marketing communications, international marketing, digital marketing, and data analytics. She is committed to maintaining industry links and fostering an environment of professional excellence and growth.

Having served as an external examiner for multiple universities, she brings extensive experience in education. Her broad expertise and in-depth knowledge in marketing education have significantly contributed to enhancing academic standards and assessment processes, offering valuable insights, and fostering the exchange of best practices across institutions.

Education

PhD in Marketing, University of Newcastle upon Tyne 

PG Certificate in Teaching and Learning in Higher Education, University of Newcastle upon Tyne 

MA in International Marketing, University of Sunderland

Professional memberships

Senior Fellow of Higher Education Academy

Member of the Association for Consumer Research 

Member of the Academy of Marketing 

Member of the Academy of Marketing Science 

Consultancy and professional practice

2020 - Present External Examiner for MA Luxury Brand Management, Regent's University London

2015 - 2020  External Examiner for PG Fashion Marketing and Management degrees at Nottingham Trent University 

2018 - 2022   Member of the Student Experience Committee, University of Westminster

2010 - Present Best Paper Prize Judge for Marketing Education Review 

2009 Research Initiative Award, Academy of Marketing 

2009-2010 Research Leader in Marketing, Westminster Business School 

2008 - 2009: Acting Director for Centre for Research in Marketing, Westminster Business School 

2003 - Present: Member of Editorial Review Board, Marketing Education Review 

2009 - Present: Member of Editorial Review Board, Asian Journal of Business Research 

2002 - Present: Member of Editorial Board, Journal of Doing Business Across Borders 

2009: Research Grant Assessor for Social Sciences and Humanities Research Council of Canada 

2005 - 2009: External Examiner for Leeds University Business School for Marketing subjects and dissertations 

2009 - 2012: External Examiner for Liverpool Hope University, Marketing pathway 

2012, 2018 and 2019: PhD External Examiner for Newcastle University Business School


Donna's research interests are in the area of personality and psychological influences on consumers' choices and consumptions and the effect of marketing communications on consumers and societies.


  • Research Group for Inclusive and Sustainable Business

In brief

Research areas

Personality and psychological influences on consumers' choices and consumption and the effect of marketing communications on consumers and societies; fast fashion and sustainable fashion choices and consumption

Skills / expertise

Marketing research, consumer research, audience research

Supervision interests

Consumer study related consumer psychological and behavioural theories; consumers' responses to marketing communications
Awards
Research Initiative Award 2009

Academy of Marketing