Fatima Yaqub Khan’s principal research interest lies in marketing, strategy, and consumer behavior, with a special focus on sustainability and its impact on consumption and investment patterns. Her Ph.D. focuses on understanding, clustering and profiling the socially responsible (SR) investors of one of the U.K.’s top SR building societies. Professor Khan's future research plans are to investigate sustainability in various fields, with a view to contributing to building a better and safer world for the generations to come. She earned her Ph.D. in Marketing and Strategy, as well as M.Sc. in Social Science and Research from Cardiff University.
In Professor Khan's view, for education to be effective, it has to be accompanied by advanced learning and practical implementation. She believes effective teaching involves delivering the concepts in a manner that enables the students to gain necessary information and develop required skills and capabilities to integrate the gained information into their own lives. Professor Khan teaches the Market Dynamics and Product Analytics core course.