Mazia Yassim

Dr Mazia Yassim PhD, MA, PGDip, FHEA

Head of School for Management and Marketing

Key details

Dr Mazia Yassim

Head of School for Management and Marketing

Dr Mazia Yassim isthe Head of School for Management and Marketing. Dr Yassim  joined the University of Greenwich as a Visiting Lecturer in 2006 and went on to become a permanent member of staff in January 2012. Dr Yassim has also worked as a Visiting Lecturer at Queen Mary University of London and University of East London.

In addition to academia, Dr Yassim has provided research consultancy for the non-profit sector and has held a Research Associateship within this sector.

Responsibilities within the university

  • Head of School for Management and Marketing

Research / Scholarly interests

Dr Yassim's main research interests include: Social Marketing, Culture, Emotional Experiences and Consumer Behaviour.

Recent publications

Garsten, N. and Read, K. and Yassim, M. (2018) "Strategic illustrations of NFP success? An exploration into the evolution, purposes and ethics of case studies," in Garsten, N. and Bruce, I. (eds.) Communicating Causes: Strategic Public Relations in the Non-Profit Sector, London: Routledge.

Yassim, M. (2018) "Islamic marketing: Moving forward and challenges,' in Melawar, T.C and Alwi, S. (eds) Islamic Marketing and Branding: Theory and Practice, London: Routledge.

Yassim, M. (2013) "Cricket as a vehicle for community cohesion: Building bridges with British Muslims." Journal of Islamic Marketing, 4:2, 218-227.

Kuenzel, S. and Yassim, M. (2010) "Game experience: An analysis of English and Welsh domestic cricket spectators," International Journal of Nonprofit and Voluntary Sector Marketing, 15:1, 52-66.

Kuenzel, S. and Yassim, M. (2007) "The effect of joy on the behaviour of cricket spectators: the mediating role of satisfaction," Managing Leisure, 12, 43-57.


Yassim M. (2017) 'Perceptions of non-profit brands through the lens of PCP', Academy of Marketing Annual Conference, Hull, UK.

Yassim M. (2017) 'Can community cohesion help deal with radicalisation? Using music and poetry to build bridges,' Connected Communities: An International Conference, London, UK.

Yassim M. (2015) 'Service Needs of UK Armed Forces: The Officers' Perspective,' Social Business, Andalou, Turkey.

Kuenzel, S. and Yassim, M. (2012) 'Emotional experience of cricket spectators: Linking emotions, game experience and return intentions' Academy of Marketing Annual Conference, Southampton, UK.

Kuenzel, S. and Yassim, M. (2011) 'Understanding domestic one-day cricket spectators: A qualitative approach,' Academy of Marketing Annual Conference, Liverpool, UK.

Kuenzel, S. and Yassim, M. (2007) 'Investigating differences between UK domestic cricket spectators,' 6th International Colloquium on non-profit, social and arts marketing, London College of Communication, London.

Yassim, M. (2010) 'Conceptual issues with emotions research in consumer behaviour,' Academy of Marketing Annual Conference, Coventry, UK.

Yassim, M. (2008) 'Personal construct theory and spectator emotions: Using the repertory grid to understand the emotional experience of cricket spectators in England,' 16th European Association of Sport Management Conference, Heidelberg, Germany.

Yassim, M. (2008) 'Emotions in spectator game experience,' 9th Conference of the European Personal Construct Association, Queen Mary University of London, London.