Director of MBA & DBA Programmes · University of Dundee
Business education for an AI-shaped world.
I’m Dr Ying Wu, a marketing scholar at the University of Dundee School of Business. I lead our MBA and DBA portfolio, shaping its strategy, quality and growth, and research how AI, digital marketing and sustainability are changing business, and the way we prepare the people who run it.
Currently
Leading the Online MBA, Global MBA (Advanced Entry) and DBA at Dundee, including the first Online MBA, launched January 2026
New: article on AI chatbots in fashion e-retail accepted in the Journal of Organizational Change Management
10+
years teaching and leading programmes at three UK universities: Sussex, Hertfordshire and Dundee
3
programmes I currently lead: Online MBA, Global MBA (Advanced Entry) and DBA
100%
positive student evaluation, Brand Management and Strategy, two years running
200+
participants in a UK–Pakistan digital inclusion partnership
AI & consumer behaviour ✦ AI-supported assessment ✦ Digital marketing ✦ Sustainability ✦ Inclusive education
01 — Focus
Three things I work on, every day.
From the MBA classroom to international research partnerships, my work connects rigorous scholarship with the organisations and communities it is meant to serve.
01
Business education leadership
Inaugural Director of Dundee’s Online MBA, now leading strategy, quality and new programme development across our MBA and DBA portfolio for professionals who want to lead responsibly in a digital economy.
02
Research that changes practice
AI in marketing and consumer behaviour, industry-integrated and AI-supported assessment, sustainability, and accessible, inclusive higher education.
03
Industry, media & partnerships
Live client projects, industry panels, international partnerships across four continents and podcast series on inclusion and industry leadership.
02 — Latest work
New research, 2026.
2026
AI Chatbot Integration in Fashion E-Retail: Consumer Behaviour Shifts and Pathways to Organizational Change
Wu, Stewart, Yamoah & Alam · Journal of Organizational Change Management (Emerald) · Published online October 2026
Journal article · First & corresponding author
2026
Industry-Integrated Curriculum Design for Employability in Marketing Education: The BRIDGE Process Framework
Wu, Beaumont & O’Riordan · European Conference on Education 2026, IAFOR
Conference paper · First & corresponding author
2026
Designing AI-Supported Assessment in Marketing Education: Specified Latitude and the CRAFT Framework
Wu, Ross, Stewart & Alam · European Conference on Education 2026, IAFOR
Conference paper · First & corresponding author
03 — From the blog
Latest stories.
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Many teams, one programme: notes from a cross-disciplinary approval
A new cross-disciplinary postgraduate programme that I lead was approved at University scrutiny. Notes on the approval process and how different teams…
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What’s new in the Learning Lab: shelves, star ratings, new games and a home on MERLOT
What students, colleagues and industry partners have said about the Learning Lab, plus category shelves, learning paths, star ratings, seven new games…
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Building Dundee’s first Online MBA, from appointment to launch
What it took to launch the University of Dundee’s first Online MBA in January 2026: twenty-plus colleagues, new handbooks, recruitment across time…
04 — Listen & watch
Podcasts & digital storytelling.
Research made public: stories, conversations and resources on inclusion, accessibility and industry leadership.
Latest episode · Inclusive Futures
Access Without Barriers: Rethinking Inclusive Communications
Conversations with students, educators and practitioners across countries on disability inclusion, digital accessibility, neurodiversity and institutional change.
Voicing Lived Experiences
AI-enhanced digital storytelling
Episode 4: Breaking the Silence: Empowerment in the Deaf Community
Conversations with Industry Leaders
Hosted by Dr Ying Wu · Spotify
Winning Client Relationships: Leadership Insights from Steve Baker
Fostering Digital Inclusion in Higher Education
British Council · Dundee & NUST
Inclusive teaching toolkit, accessibility guidance and a resource centre
“
Use AI deliberately, not defensively. Build learning around real organisations and real problems.
My approach to teaching and assessment
05 — In their words
Kind words from students and colleagues.
Excerpts from recommendations on LinkedIn, from former students, colleagues and project partners I have worked alongside.
“Very capable, knowledgeable, organised and well able to cope with the pressure of leading multiple diverse partners across awkward time zones to a strict funding deadline.”
Project partner, UK–Pakistan collaboration on accessible and inclusive learning in higher education
“One of the most insightful marketing lecturers I’ve encountered … She is a brilliant leader in her field.”
Former student, now a marketing professional
“Thoroughly engaging and knowledgeable … She is a proven leader with an eye for detail and a resilient, productive attitude.”
Colleague and project collaborator
“She has this amazing way of making tricky marketing ideas easy to understand and really practical … She believed in me even when I doubted myself.”
Master’s graduate, University of Dundee
Study, research or speak with me.
MBA and DBA enquiries, research collaboration, speaking invitations and industry partnerships are all welcome.
