Newcastle University Business School

Staff Profile

Dr Yousra Asaad

Lecturer in Marketing


Dr Yousra ASAAD (BSc, MSc, PhD) is Lecturer in Marketing and the director of the BSc International Marketing & Management programme at Newcastle University London, UK. Prior to joining Newcastle in September 2016, she was Lecturer at Swansea University in Wales, UK. Yousra holds a Ph.D. in Marketing from Brunel Business School, U.K.


Her research interests are mainly in the areas of services marketing, consumer behaviour and higher education marketing. She has published in a number of national and internationally renowned journals such as the Journal of Business Research and Studies in Higher Education.


My main research interest has focused on the general area of Services Marketing. In particular my work has looked at the concepts of customer experience and emotions with particular focus on the notion of social interaction value in different service contexts such as higher education, hospitality, sports, arts, etc. My current research seeks to examine the phenomenon of a sharing service economy, its social benefits and its impact on consumers’ wellbeing.


Yousra has supervised a number of PhD students to completion in the fields of consumer behaviour and social media marketing.


Yousra is the programme director of the BSc International Marketing and Management. My research has always informed my teaching. I have taught on a range of programmes at undergraduate and postgraduate levels.

I am currently involved in teaching Consumer Behaviour at both undergraduate and postgraduate levels and CRM at MSc level.


Yousra has also mentored students for high profile CIM events such as the Brolio/pitch.