About
Scholar. Programme leader. Bridge-builder.
A marketing academic with a mathematician’s training, leading MBA and doctoral business education at the University of Dundee and connecting it to industry, community and the wider world.
Biography
Bridging scholarship, leadership and practice.
Dr Ying Wu is Director of MBA & DBA Programmes and a Lecturer in Marketing at the University of Dundee School of Business (UDSB), where she leads the Online MBA, the Global MBA (Top-Up) and the Doctor of Business Administration (DBA).
Appointed the inaugural Director of Dundee’s Online MBA in 2025, she led its launch in January 2026 and wrote its programme and recognition-of-prior-learning handbooks. Her remit has since grown to the School’s full MBA and DBA portfolio.
Ying brings over a decade of experience across three UK universities. Before Dundee she was Senior Lecturer in Marketing at the University of Hertfordshire, where she led the BA (Hons) Marketing with Digital Communications and created modules in digital marketing, customer journeys and data analytics. She began her academic career as a researcher and graduate teaching assistant at the University of Sussex, after working in marketing in industry in China.
Her research spans AI in marketing and consumer behaviour, industry-integrated and AI-supported assessment, and inclusive higher education. She is Deputy and Co-Investigator on a British Council partnership on digital inclusion with NUST, Pakistan, and creates and hosts podcast series including Voicing Lived Experiences, Inclusive Futures: Voices for Change and Conversations with Industry Leaders.
Academic leadership
Turning strategy into working practice.
Programme launches, assessment reform, quality review and accreditation, across disciplinary boundaries.
Programme launch
Dundee’s first Online MBA
Inaugural Director from 2025; launched January 2026, coordinating more than twenty academic and professional services colleagues.
Assessment reform
A School-wide effort framework
Audited postgraduate assessment across five subject areas and built a word-count equivalence and notional-effort framework, adopted into School assessment policy.
Quality
Periodic Programme Review
Helped coordinate the review of the Business postgraduate portfolio, re-approved to 2031/32 with ten commendations from the Review Board.
Standards & accreditation
CIM, PRME and EQUIS
School contact for six CIM-accredited marketing degrees; mapped provision to the UN SDGs and QAA employability skills for PRME; MBA evidence for EQUIS.
Career
Three universities, one direction.
2025 – now
Director of MBA & DBA Programmes
University of Dundee School of Business
2024 – now
Lecturer in Marketing (Teaching and Scholarship)
University of Dundee School of Business; previously Programme Leader, MSc International Marketing, and Assessment Lead, Management and Marketing
2020 – 2023
Senior Lecturer in Marketing
University of Hertfordshire; Programme Leader, BA (Hons) Marketing with Digital Communications
2017 – 2020
Lecturer and Visiting Lecturer in Marketing
University of Hertfordshire
2012 – 2017
Researcher and Graduate Teaching Assistant
University of Sussex
2008 – 2011
Marketing Executive
Industry roles in China
Education & recognition
Management, marketing and mathematics.
A quantitative foundation, a doctorate in management, and recognised excellence in teaching and leadership.
PhD · 2017
Management
University of Sussex. Doctoral research on viral marketing
MSc · 2012
International Marketing
University of Sussex
BSc · 2011
Mathematics & Computational Science
Sun Yat-sen University, China
FHEA · 2019
Fellow of the Higher Education Academy
Advance HE
Aurora · 2025
Aurora Leadership Programme
Advance HE’s leadership development programme for women in higher education
CIM · since 2014
Chartered Institute of Marketing
Member
Current roles
What I’m doing now.
01
Director of MBA & DBA Programmes
University of Dundee School of Business — Online MBA, Global MBA (Top-Up) and DBA
02
Co-lead, Dundee participation in GRL4ST
Globally Responsible Leadership Initiative course with Católica Porto, Stellenbosch, Loyola Marymount, Colorado State and Woxsen
03
Liaison, Scotland Marketing Network
Coordinating Dundee’s participation in research seminars and doctoral-community activity across Scottish marketing groups
04
Review Committee, European Conference on Education
Senior Reviewer 2024; Review Committee 2025 and 2026; AI in Education Session Chair 2025
05
Trustee and Board Secretary, Camperdown Growing Collective
A Dundee community-farm charity: an eight-acre site with over 100 volunteers
