Staff Profile

Muneeza Shoaib Sandeela

Biography

Muneeza Shoaib Sandeela is the Campus Programme Coordinator for the BA (Hons) Marketing Programme and Heads the Undergraduate Business Co-Curricular Programmes. She is a Fellow of the Higher Education Academy (UK) and has over 20 years of teaching, research, training, and program management experience across the UAE, Canada, and Pakistan. She holds a master’s in business administration from the Institute of Business Administration, Karachi, Pakistan. She is actively involved in developing content for leading marketing and business textbooks.  

She teaches across areas spanning Marketing, Brand Management, Consumer Behaviour, Entrepreneurship, International Marketing, Strategic Marketing Management, and Marketing Communications. Her research interests are in the areas of Brand Management, Consumer Behaviour, Franchising, and Teaching & Learning.  

Qualifications
  • Postgraduate Certificate in Higher Education (PGCertHE)
  • MBA- master’s in business administration
  • BBA- bachelor’s in business administration 
Selected Awards and Achievements
  • Best Paper presentation in 3rd Dubai International Conference in Higher Education 2015 organized by Michigan State University Dubai    
  • Winner of the 2014 EFMD Case Writing Competition under “MENA Business Cases" Category 

Publications
  • Sayani, H., Shoaib, M., Mashood, N., Kumar, V., (2018), Case study competitions and perceptions of learning among undergraduate students in the United Arab Emirates, Journal of Education for Business.
  • Shoaib, M. and Sayani, H. (2017). The Booming GCC Retail Sector: Prospects for the Online Fashion Retailers. In: LAOUCINE KERBACHE, W. A., NADINE BURQUEL (ed.) Doing Business in the Mena Region, Published by Emerald.
  • Sayani, H., Shoaib, M., Kumar, V., Mashood, N., (2017), An Exploratory Study of Undergraduate Students' Learning from Case Study Competitions in the United Arab Emirates, Int. J. Innovation in Education, 4(1), pp32-50
  • Shoaib, M., Kumar, V., Mashood, N., Sayani, H., (2017), Sponsorship of Case Study Competitions and Impact on Brand Equity: An Exploratory Study in the UAE Higher Education Sector, International Journal of Technology and Educational Marketing, 7(2), Article 3
  • Shoaib, M., & Sayani, H. (2016). Online shopping: Exploring perceptions of the digital natives in the United Arab Emirates. International Journal of Online Marketing, 6(4)
  • Shoaib M. (2015). Assessment diversity: A study of students’ responses to a variety of assessment tools in Today’s Universities Combing rigor with relevance. Proceedings from 3rd Dubai International Conference in Higher Education. Florida USA: Brown Walker Press, pp.270-293. ISBN 1627345582.
  • Shoaib, M. and Merchandani, A., (2013) Nokia repositioning the brand in the smartphone segment. The Case Centre (Online) no. 513-057-1
  • Chandanani, P. and Shoaib, M. (2013) Emaar Properties Changing Lifestyles with ‘Center of Now’ and Beyond. The Case Centre (Online) Case Reference no. 313-205-1
  • Shoaib, M. (2001) “Explaining the Line extension Strategy: A case study of a dishwashing product from the FMCG Market. Pakistan Business Review
  • Article ‘To E or not to E’ Pakistan Business Review (2001). Article focusing on e-commerce from a marketing perspective 
Textbooks Contributions
  • Principles of Marketing (17e) Kotler & Armstrong  
  • Marketing Management (12e) Kotler & Keller
  • Consumer Behavior (12e) Michael Solomon  
  • Business Essentials (12/e) Ebert
  • Entrepreneurship: Successfully Launching New Ventures (6e) Barringer  
  • The Practice of Public Relations (13e) Fraser P. Seitel  
  • Integrated Adverting, Promotion & Marketing Communications (8e) Clow & Baack  
  • Global Marketing (10e) Keegan Green
  • Integrated Adverting, Promotion & Marketing Communications (9e) Clow & Baack  
  • International Business (17e) Daniels & Radebaug
  • Human Resource Management, (16e) Dessler
  • Marketing Management (15e) Kotler & Keller
  • Marketing Management (16e) Kotler & Keller
  • Marketing: An Introduction (15e) Armstrong and Kotler's
  • International Management (10e) Deresky  

Faculty Members

Lulu Baddar PGCHE MSc
Lulu Baddar PGCHE MSc
Senior Lecturer, Campus Programme Coordinator- BSc International Tourism Management
Rhoderick Romano PGCHE MBA
Rhoderick Romano PGCHE MBA
Senior Lecturer
Dr Jeongsoo Han FHEA
Dr Jeongsoo Han FHEA
Senior Lecturer
Eleni Kitra
Eleni Kitra
Senior Lecturer in Digital Marketing
Sandra Stephenson MEd, BJourn, PGCHE, FHEA
Sandra Stephenson MEd, BJourn, PGCHE, FHEA
Lecturer
Claudia L. Maher MA MCIPD FHEA
Claudia L. Maher MA MCIPD FHEA
Lecturer
Neelofer Mashood MA MBA FHEA PGCHE
Neelofer Mashood MA MBA FHEA PGCHE
Senior Lecturer
Dr Nitin Simha Vihari Poluru
Dr Nitin Simha Vihari Poluru
Senior Lecturer in HRM, Campus Programme Coordinator - MA Human Resource Management and Development
Professor Ajit Karnik PhD
Professor Ajit Karnik PhD
Professor of Economics
Professor Cedwyn Fernandes PhD
Professor Cedwyn Fernandes PhD
Pro-Vice Chancellor, Director
Andrew Mackenzie MBA SFHEA
Andrew Mackenzie MBA SFHEA
Senior Lecturer, Head of Institute of Sustainable Development
Dr Supriya Kunnath Kaitheri FHEA
Dr Supriya Kunnath Kaitheri FHEA
Senior Lecturer, Campus Programme Coordinator - MA International Business Management
Ryan Stephenson MAIBM FHEA MCMI
Ryan Stephenson MAIBM FHEA MCMI
Lecturer in Business
Rory McConnon MBA MSC FHEA PMP
Rory McConnon MBA MSC FHEA PMP
Senior Lecturer, Campus Programme Coordinator - Undergraduate Business Management and International Business
Matthew Brown MA, BA (Hons), HND, Dip PolGov (Open), PGCHE, MCIM, MIDM, FCMI, FHEA
Matthew Brown MA, BA (Hons), HND, Dip PolGov (Open), PGCHE, MCIM, MIDM, FCMI, FHEA
Senior Lecturer
Dr Vijay Pujari FCIM SFHEA
Dr Vijay Pujari FCIM SFHEA
Senior Lecturer, Campus Programme Coordinator - MSc Strategic Marketing and MSc Corporate and Marketing Communications, Campus Programme Coordinator - MSc Digital Marketing
Professor Cody Morris Paris PhD
Professor Cody Morris Paris PhD
Deputy Director of Research & Business, Head of the Business School
Dr Sreejith Balasubramanian FHEA
Dr Sreejith Balasubramanian FHEA
Associate Professor, Chair, Office of Research, Head & Founder: Centre for Supply Chain Excellence
Dr Sheldon Carvalho
Dr Sheldon Carvalho
Senior Lecturer in HRM & Organizational Behavior
Dr Shawn Mathew
Dr Shawn Mathew
Senior Lecturer in Marketing
Christopher Jensen
Christopher Jensen
Lecturer in Management
Sony Sreejith Assoc. CIPD FHEA
Sony Sreejith Assoc. CIPD FHEA
Lecturer in Business Foundation, IFP - Business Pathway Coordinator
Mohammad Meraj MBA PGCHE EFQM Assessor
Mohammad Meraj MBA PGCHE EFQM Assessor
Lecturer in Business, Deputy Director Academic Professional Services & Quality