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 programmes and research how AI, digital marketing and sustainability are changing business, and the way we prepare the people who run it.
Currently
YW
Leading the Online MBA, Global MBA (Top-Up) 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 across three UK universities: Sussex, Hertfordshire and Dundee
3
programmes led: Online MBA, Global MBA (Top-Up) 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 the Online MBA, Global MBA (Top-Up) and DBA 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) · Accepted, forthcoming
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 · Lead 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 · Lead author
03 — From the blog
Latest stories.
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Preparing leaders for sustainability challenges that cross borders
Introducing Globally Responsible Leadership for Sustainable Transformation, a course bringing together students from six institutions in five countries.
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BRIDGE and CRAFT: designing curriculum for industry and generative AI
Two ECE2026 studies on industry-integrated curriculum design and on specifying how students use generative AI in assessment.
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Three years of the NCR Atleos Biz-a-thon
How an industry hackathon with NCR Atleos became a highlight of the year for students, colleagues and industry partners.
04 — Listen & watch
Podcasts & digital storytelling.
Research made public: stories, conversations and resources on inclusion, accessibility and industry leadership.
▶
YouTube · Podcast series
Voicing Lived Experiences
Research-based, AI-enhanced digital storytelling that shares the realities of living with disability in Scotland. Created for the RSE-funded Price of Inclusion project.
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YouTube · Podcast series
Inclusive Futures: Voices for Change
Conversations with students, educators and practitioners across countries on disability inclusion, digital accessibility, neurodiversity and institutional change.
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Spotify · Podcast
Conversations with Industry Leaders
Insights from industry leaders on the trends, challenges and innovations shaping business, for students, emerging leaders and executives.
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Project website
Fostering Digital Inclusion in Higher Education
The British Council-funded Dundee–NUST partnership, with an 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
Study, research or speak with me.
MBA and DBA enquiries, research collaboration, speaking invitations and industry partnerships are all welcome.
