Dr Sepideh Samadi

Role
Assistant Professor - Edinburgh Business School
Section
School of Social Sciences
Sepideh Samadi

About

Dr Sepideh Samadi is the Director of the MA Marketing (Hons) programme and a course leader, teaching several undergraduate and postgraduate courses at Heriot-Watt University. As a marketing professor, she focuses on enhancing pedagogical practices, managing courses, and fostering student engagement. Dr. Sepideh also supervises undergraduate and postgraduate students in their research dissertations and holds an Associate Fellowship from the Higher Education (AFHEA) Academy of the UK.

Dr Sepideh completed her Ph.D. at the University of Bolton's Greater Manchester Business School in the UK, specialising in Marketing Psychology, Digital Marketing, and Consumer Behaviour on Digital Platforms. She also holds an MBA in Strategic Marketing and a Bachelor of Business Administration from the University of Wollongong in Dubai. Before joining Heriot-Watt University, she gained over 10 years of experience in higher education institutions across the UAE, working within American, British, Indian, and Australian education systems. Besides working in educational institutions, she gained experience as a Marketing Coordinator at Sony Mobile, an international organization in UAE, where she developed expertise in corporate marketing strategies, conducting market research and analysis to identify new opportunities and target markets, PR and sponsorship campaigns and practices in a global setting before pursuing her master’s degree and entering the world of academia. This diverse experience has equipped her with a comprehensive understanding of university operations and corporate marketing strategies.

Biography

Academic Leadership and Affiliations:

  • Director of MA Marketing Programme - (2024)
  • Associate Fellowship from the Higher Education (AFHEA) – (2025)

Qualifications:

  • Doctor of Philosophy (PhD) – University of Bolton, Greater Manchester Business School, UK, 2024
  • MBA (Master in Strategic Marketing) – University of Wollongong in Dubai, 2014
  • BBA (Bachelor of Business Administration) – University of Wollongong in Dubai, 2009
Research

Dr. Sepideh's research interests and areas lie mainly in Marketing Psychology, Digital Marketing, Social Media and Influencer Marketing, Consumer Behaviour on digital platforms, and Strategic Marketing. She has also contributed to other papers in the area of quality assurance in higher education, where she applied her experience to inform theory.

Publications

Book Chapter 

Sepideh, S. Imran, A, (2023), “A Review of Social Media Marketing on Digital Savvy Brand Shoppers”. Advances in Communication Technology and Computer Engineering. Book Subtitle: “New Artificial intelligence and the Internet of Things Based Perspective and Solutions”. Springer Cham Publisher, Chapter 46. pp 641–655, volume 735. ISBN 978-3-031-37163-9 https://link.springer.com/chapter/10.1007/978-3-031-37164-6_46  

Publications 

S. R. Shah, H.H. See & S. Samadi, (2021). “Applicability of Digital Tracking System on Third Party Logistics (TPL) Services”. Journal of Business Research, pp.1-6, dio: 10.1109/ICTMOD52902.2021.9750416 ISBN: 978-1-6654-1655-9, ISSN: 2159-5119, https://ieeexplore.ieee.org/document/9750416  

Sepideh, S (2019). “The Effect of Mood and Emotion on Consumer Purchase Behaviour of Buying Clothes.” International Journal of Innovative Technology and Exploring Engineering (IJITEE). ISSN: 22783075, Volume-8 Issue-12S, https://www.ijitee.org/wp-content/uploads/papers/v8i12S/L117810812S19.pdf   

Sepideh S. Poonam S. Ravikiran D, Aamina, R.  2018, “The Role of Quality Assurance in Higher Education Management: A Case Study of American College of Dubai, UAE”, Infonomics Society, International Journal of Innovative Business Strategies (IJIBS), ISBN: 978-1-908320-90-2 https://infonomics-society.org/wp-content/uploads/Institutional-Effectiveness-as-a-Tool-in-Creating-Quality-Assurance.pdf  

Sepideh S. Ravikiran D, Poonam S, (2018).“Institutional Effectiveness as a Tool in Creating Quality Assurance in Higher Education Management”, International Journal of Innovative Business Strategies (IJIBS),Volume 4, Issue 2, ISSN: 2046-3626, https://infonomics-society.org/wp-content/uploads/Institutional-Effectiveness-as-a-Tool-in-Creating-Quality-Assurance.pdf  

Sepideh S. Satya, Sh. (2022). “What impacts Consumers Behaviour towards Luxury Brands: An Exploratory Study”, The 2022 WEI International Academic Conference, Vienna, Austria, The West East Institute, ISSN 2167-3179, https://www.westeastinstitute.com/wp-content/uploads/2022/05/BUS-2022-Vienna-Proceedings.pdf  

S. Shah, T. F. Lin & S. Samadi (2021). “Accessibility and Adoption of Industry 4.0 Technologies for Small Manufacturing Firms’”. IEEE International Conference on technology Management, Operations and Decisions (ICTMOD), pp. 1-5, doi: 10.1109/ICTMOD52902.2021.9750415. ISBN: 978-1-6654-1654-2 ISSN: 2159-5119 https://ieeexplore.ieee.org/document/9750415  

Toh, F.L, Satya, Sh, Sepideh, S. (2021). “Does Implementation of a Human Resource Information System Infleunce Employee’s Turnover Intention in Developing Country?”, IEEE International Conference on Technology Management, Operations and Decisions, ICTMOD 2021 IEEE. https://ictmod-conference.com/2021/ieee_ictmod_2021_program.pdf 

Sepideh S. Satya, Sh, 2021. “Impacts of Social Media as a Marketing Communication Tool on Digital Natives”, The 6th International Conference on Management in Emerging Markets, ICMEM-2021, Indonesia, Issue: 978-1-6654-4026-4/21 P. 126. https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4736/1623#  

Sepideh S, Poonam S, 2019. “The Role of HRM in TQM implementation in Education Industry and Faculty Performance” The Asian Conference on the Social Sciences (ACSS2019)- Tokyo, Japan, ISSN: 2433-7544, ISSN: 2433-7587 (Print) http://iafor.org/archives/conference-programmes/acss/acss-programme-2019.pdf