Dr Huda Khan

Dr Huda Khan
Dr Huda Khan
Dr Huda Khan

PhD, Marketing

Senior Lecturer

Accepting PhDs

Email Address
Office Address

Office: 719 (7th floor) MacRobert Building

Business School, University of Aberdeen

United Kingdom

Business School


Huda Khan is Senior Lecturer in MarketingDirector of MSC Marketing Management Program & an Associate Director of Africa-Asia Centre of Sustainability Research. Huda is also a Fellow of Royal Society of Arts (FRSA). Huda is an endorser of Responsible Research in Business & Management (RRBM).

Prior to joining Aberdeen, Huda worked with the University of South Australia. She also worked on a range of industry-led projects with Ehrenberg-Bass Institute of Marketing Science in Australia. The projects involved international brands such as Unilever and SC Johnsons. These projects (worth > $100,000) involved research in a number of markets including United Kingdom, the United States, Norway, Argentina, Brazil, China, Germany & France. Working on a wide range of projects with an equally wide range of clients, countries, and research techniques has enabled her to have a rich background in consultancy.

Her CABS 4 articles have appeared in the Annals of Tourism Research, Journal of Product innovation & Management, and British Journal of Management.

Associate Editor: Rutgers Business Review (ABDC B)

Review Board:

  • Journal of Business Research (3, ABDC A)
  • International Marketing Review (3, ABDC A)
  • Multinational Business Review (2, ABDC B)
  • Journal of Knowledge Management (2, ABDC B)

Huda is External Examiner at the University of Sussex (for the MSC International Marketing) & University of Kent (for the BSC Marketing; International Business; and Management programs).


  • Graduate Certificate Digital Learning 
    2020 - University of South Australia 
  • PhD Marketing 
    2016 - University of South Australia 

Memberships and Affiliations

Internal Memberships

Huda is Associate Director for Africa-Asia Centre for Sustainability Research at the University of Aberdeen.

External Memberships

Huda is Visiting Researcher at the InnoLab, University of Vaasa in Finland.

In United Kingdom, Huda is an Affiliate Professional at the Chartered Institute of Marketing (CIM). Huda is recognised as a Certified Practising Marketer (CPM) by Australian Marketing Institute (AMI) in Australia. AMI is the largest professional body of Marketing Managers in Australia (with over 30,000 managers in its network).

Huda Khan is a member of BAM Peer Review College (March 2023-March 2026)


Latest Publications

View My Publications


Research Overview

Guest Editing Special Issues:

Leading Guest Editor for Special Issue in Journal of International Marketing (ABS 3/ABDC A). Transformative Marketing Approaches in an Era of Disruption.

Leading Guest Editor for Special issue in Long Range Planning (ABS 3/ABDC A): Global decarbonisation of sunset industries.

Guest Editor for Special issue in European Journal of Marketing (ABS 3/ABDC A*): Reinventing marketing in a disruptive economy.

Guest Editor for Special issue in Management International Review (ABS 3/ABDC A): Multinational enterprises and their role in mitigating climate change: comparative perspective

Past special issues:

Business Failures in Industrial B2B networks in a post pandemic era, Industrial Marketing Management

The impact of digitalization and virtualization on technology transfer in strategic collaborative partnerships, Technology Transfer

Periphery–core relations and the knowledge domain of international management: New contingencies, characterizations and theories, European Management Journal



Research Areas

Accepting PhDs

I am currently accepting PhDs in Management.

Please get in touch if you would like to discuss your research ideas further.

Email Me


Accepting PhDs

Research Specialisms

  • Marketing
  • International Marketing

Our research specialisms are based on the Higher Education Classification of Subjects (HECoS) which is HESA open data, published under the Creative Commons Attribution 4.0 International licence.

Knowledge Exchange

Doctoral Colloquium Panelist at the 48th AIB UK&I chapter conference, University of Greenwich, 14th April 2021 (Conference 14th-16th April 2021). 


My current supervision areas are: Management.

Huda would be interested in supervising potential PhD students in the following areas:

  • Managing competition between local and foreign brands in advanced and emerging markets.
  • Marketing capabilities of emerging market internationalising firms.
  • Consumers' decision-making for the disruptive technologies.

Funding and Grants

Society for Advancement of Management Studies (SAMS) (£ 8150)

To organise networking event for early career researchers on supply-chain resilience.

Royal Society of Edinburgh (RSE), Research Awards 2021 (£4670)

To conduct research on the ‘Role of business incubators and accelerators in scaling up of women start-ups: the case study of Pakistan’.



Teaching Responsibilities

Program Director, MSC Marketing Management

Teaching: Marketing Management, Consumer Behaviour


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Books and Reports

Chapters in Books, Reports and Conference Proceedings

Contributions to Journals