Dr Zhewen Tang

Overview

Dr Zhewen Tang, FHEA, CMBE

Lecturer in Media and Marketing Analytics

City St George’s, University of London

Dr Zhewen Tang is a Lecturer in Media and Marketing Analytics at City St George’s, University of London. She has been involved in higher education teaching since 2015, with experience across undergraduate and postgraduate teaching, curriculum development, and programme leadership. Her teaching and research interests span consumer culture, digital communications, marketing analytics, and the application of artificial intelligence in business and higher education. Her work explores how digital technologies, media, and contemporary consumption practices shape consumer identities, brand relationships, and marketing communication.

Academic Background and Appointments

Dr Tang holds a PhD in Business and Management (2019) and an MSc in Corporate Communications and Reputation Management (2013), awarded with Distinction, from Alliance Manchester Business School, The University of Manchester.

Prior to joining City St George’s in 2026, she held academic appointments at Northumbria University London (June 2019–August 2026), Queen Mary University of London (2024–2025), and Alliance Manchester Business School, where she worked as a Teaching Assistant from 2015 to 2019.

Teaching and Programme Leadership

Dr Tang has extensive experience designing and delivering undergraduate and postgraduate modules and specialist workshops in strategic marketing analytics, consumer behaviour in contemporary consumption contexts, luxury brand management and business analytics.

At Queen Mary University of London, she designed modules including AI for Business and Marketing and Influencer Marketing, and led seminars in Digital Marketing and Business Digital Analytics. She has also developed and led quantitative research workshops and supervised undergraduate and postgraduate dissertations.

At Northumbria University London, she served as Programme Leader for the MA Luxury Brand Management and International Year One programmes, as well as Interim Programme Leader for MSc Digital Marketing. Her responsibilities included curriculum development, programme delivery, internship supervision, assessment, dissertation supervision, student support, and quality assurance.

She also served as a mentor and reviewer for Advance HE Fellowship applications, supporting colleagues in developing their teaching portfolios and reflective practice. Her mentoring has contributed to colleagues’ successful recognition as Fellows of the Higher Education Academy (FHEA).

Her teaching approach combines academic theory with contemporary industry practice, encouraging students to engage critically with digital media, consumer insights, brand strategy, and emerging technologies. She has organised exhibition visits with her team, networking opportunities, and experiential learning activities to connect classroom learning with cultural, creative, and commercial contexts.

Research and Publications

Dr Tang’s research interests include consumer culture, digital communications, and the application of artificial intelligence in business and higher education. Her research examines how digital technologies and contemporary consumption practices shape consumer identities, brand relationships, and marketing communication.

Her research has been published in internationally recognised academic journals, including the European Journal of Marketing and Information Systems Frontiers. She has also contributed a book chapter on generative AI adoption by organisations to an Emerald Publishing volume on digital transformation.

Her ongoing research explores AI adoption in organisations, AI-driven advertising, sustainable fashion consumption, and the impact of AI on learning and skills development.

Academic and Industry Engagement

Dr Tang has delivered guest lectures for academic and industry audiences on branding, luxury brand management, and digital communications. She has developed academic and industry networks across Europe, North America and Asia, facilitating international guest lectures, collaborative learning opportunities, and engagement with industry partners. Her industry engagement spans luxury fashion, branding, digital communications, and the wider creative industries, including engagement with brands such as Fendi, Graff, Louis Vuitton, and POP MART. Through guest lectures, industry collaborations, exhibition visits, and experiential learning activities, she connects students with contemporary practices in luxury branding, co-branding, consumer experience, and brand loyalty.

She contributes to the academic community as an ad hoc reviewer for the European Journal of Marketing and has undertaken reviewing and editorial activities for other academic journals, including Information Technology & People and the Journal of Business and Digital Innovation. She is also a peer reviewer for Routledge, reviewing proposed textbooks for the Mastering Luxury Management series.

Conference Contributions

Dr Tang has contributed to international academic conferences through research presentations, peer reviewing, and session chairing. Her conference activities include:

• Session Chair and Reviewer, Academy of Marketing Science Conference, University of Kent, 2023.
• Presenter, Marketing, Society & Policy Conference, 2022.
• Presenter, 11th International Conference on Consumer Research & Marketing, Bangkok, 2022.
• Poster Presenter, Transformative Consumer Research–AMA Workshop, Chicago, 2022.
• Reviewer and Poster Presenter, AMA Summer Academic Conference, 2022.
• Presenter, Society for Consumer Psychology Conference, 2022.
• Presenter, SIBR Osaka Conference, 2015.
• Presenter, 4th European Business Research Conference, Imperial College London, 2015.

Professional Recognition

Dr Tang is a Fellow of the Higher Education Academy (FHEA) and a Certified Management & Business Educator (CMBE). Her professional recognitions include:

• Fellow of the Higher Education Academy (FHEA), Northumbria University London, 2021.
• Associate Fellow of the Higher Education Academy (AFHEA), Alliance Manchester Business School, 2017.
• Certified Management & Business Educator (CMBE), Chartered Association of Business Schools, 2023.
• INSIDE LVMH Certificate, Luxury Brand Management and Industry Insight, 2022.

Her teaching has been recognised through nominations for Student-Led Teaching Awards at Northumbria University between 2021 and 2025. She also received the Best Presented Paper award in the Marketing Section at the 4th European Business Research Conference.

 

Qualifications

• Certified Management & Business Educator (CMBE), Chartered Association of Business Schools, United Kingdom, April 2024
• INSIDE LVMH Certificate, LVMH (France), France, July 2022
• Fellow of the Higher Education Academy (FHEA), Higher Education Academy, United Kingdom, March 2021
• PhD in Business and Management, University of Manchester, United Kingdom, September 2014 - August 2019
• Associate Fellow of the Higher Education Academy (AFHEA), Higher Education Academy, United Kingdom, October 2017
• MSc Corporate Communications and Reputation Management, University of Manchester, United Kingdom, September 2012 - November 2013
• BA International Economics and Trade, Dalian Minzu University, China, September 2008 - June 2012

Employment

• Lecturer in Media and Marketing Analytics, City, University of London, United Kingdom, September 2026 - present
• Teaching Fellow in Digital Marketing, Queen Mary University of London, United Kingdom, October 2024 - September 2025
• Programme Leader for MA Luxury Brand Management, Northumbria University, United Kingdom, September 2024 - August 2026
• Programme Leader for BA International Year One, Northumbria University, United Kingdom, September 2023 - August 2024
• Lecturer in Marketing, Northumbria University, United Kingdom, September 2020 - August 2026
• Internship Placement Tutor – MA Luxury Brand Management / MSc Business with Advanced Practice, Northumbria University, United Kingdom, February 2020 - September 2025
• Lecturer in Business and Management, Northumbria University, United Kingdom, June 2019 - August 2020
• Teaching Assistant, University of Manchester, United Kingdom, February 2015 - March 2019
• Project Manager, Hi-tech International Business Incubator Co. Ltd., China, January - August 2014

Fellowships

• Fellow of HEA, Higher Education Academy, March 2021 - present
• Associate Fellow of HEA, Higher Education Academy, October 2017 - present

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