Mazia Yassim

Dr Mazia Yassim PhD, MA, PGDip, FHEA

Programme Leader - MA Marketing Suite of Programmes; Senior Lecturer in Marketing

Key details

Dr Mazia Yassim

Programme Leader - MA Marketing Suite of Programmes; Senior Lecturer in Marketing

Dr Mazia 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

  •  Programme leadership of MA Marketing suite of programmes
  • Involved in teaching and tutoring both undergraduate and postgraduate levels
  • Supervision of postgraduate research projects.

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.