Dr Farrah Arif
Deputy Director of Education; Senior Lecturer In Marketing And Communications
Email: f.arif@qmul.ac.uk
Profile
Role:
- Senior Lecturer Marketing and Communications
Biography:
Dr Farrah Arif is a Marketing academic passionate about bridging theory and practice. As a Commonwealth Scholar, she earned her PhD in Marketing (2012) from the University of Cambridge's Judge Business School—an intellectually transformative journey that continues to shape her teaching and research. She is a Harvard Business School–trained academic, having completed executive programmes in participant-centered learning and case method teaching, which deeply inform her pedagogical approach. She is also a Fellowship of the Higher Education Academy (FHEA), UK.
With over 20 years of academic and professional experience across the UK, South Asia, and Central Asia, she has taught, led programmes, designed curricula, and collaborated with industry on research and consultancy projects. Her expertise spans digital marketing, influencer strategy, and marketing analytics, underpinned by a strong commitment to pedagogical innovation and learner impact.
Throughout her career, she has held various key administrative roles, including Associate Dean, Department Head, and Program Director. Currently, she is a Senior Lecturer (Associate Professor) in Marketing and Communications at Queen Mary School of Business and Management, where she serves as Co-Programme Director for the MSc Digital Marketing and Deputy Director Education - Teaching. Her mission is to inspire students and professionals alike to think critically, create strategically, and lead with integrity in a digitally evolving world.
Teaching
- Digital Marketing
- Influencer Marketing
- Marketing Capstone Projects
Research
Scholarly Contributions
Dr. Farrah Arif is an accomplished author with numerous case studies published in esteemed platforms such as Emerald Emerging Markets Case Studies, Asian Journal of Management Cases, and the INSEAD Case Collection. Additionally, she has contributed chapters to books published by Palgrave Macmillan.
Selected Publications
Arif, F. (2025) AI in Higher Education: From detection to development. Chartered Association of Business Schools. Available at: https://charteredabs.org/insights/opinion/ai-in-higher-education-from-detection-to-development
Arif, F. (2025) Teaching that sticks: Six powerful strategies to boost student success. Chartered Association of Business Schools. Available at: https://charteredabs.org/insights/knowledge-sharing/teaching-that-sticks-blog.
Qureshi, J. A., Shamsi, A. F., & Arif, F. (2022). Pakistan State Oil: Multidimensional Strategic Issues of a Market Leader. Emerald Emerging Markets Case Studies, 12(1), 1-27. https://doi.org/10.1108/EEMCS-03-2020-0073
Arif, F. and Sarah Sarfraz (2020), “A Tale of Mystery Shopping: Mausummery Perspective!”, Asian Journal of Management Cases (AJMC). 17(1), 85-106. https://journals.sagepub.com/doi/full/10.1177/0972820119892722
Sarfraz, S. and Farrah, A. (2017), “PakWheels.com - The Next Challenge!”, Asian Journal of Management Cases (AJMC). 14(2), 137-159. https://journals.sagepub.com/doi/full/10.1177/0972820117712315
Arif, Farrah and Amitava Chattopadhyay (2016), “Easypaisa: Providing Financial Services to the Masses”, INSEAD Case Collection, France, http://cases.insead.edu/publishing/author?c=6901&p=Farrah%20Arif