Senika Dewnarain | Assistant Professor in Marketing
University of Birmingham Dubai

Dr Senika Dewnarain studied, lived and worked in Switzerland, England and Mauritius prior to joining the University of Birmingham in Dubai. Her main research areas are social customer relationship management, customer engagement, social media marketing, branding and the hospitality industry. Her work mainly explores the impact of social media on multiple stakeholders in order to create value for hospitality businesses. She also has a keen interest on how service businesses can establish structural bonds with clients to create a win- win situation and the formulation of online marketing strategies.  Before moving to Dubai, Senika worked as a Senior Lecturer in Marketing and Tourism Management for almost a decade. During this time Senika has taught on diverse modules at both the Postgraduate and Undergraduate level. She has been bestowed upon the Teaching Excellence award twice and she has also been commended for her dedication to teaching and learning and for promoting a growth mindset on several occasions. Senika’s teaching philosophy revolves around active and experiential learning. She has attended several workshops, conferences, seminars both at the local and international level in order to keep current with the latest developments in pedagogical research and in discipline-related knowledge alike. Over the years, she has been actively involved in curriculum design and the launch of new courses. She was previously a coach for the HSBC case study competition for Curtin Mauritius and she also served as part of the Jury panel at the local level, in 2017. She equally served as a member of the Jury Panel to assess industry projects for the largest Hotel Group in Mauritius, in March 2022. Since joining the University of Birmingham in Dubai, she has presented her work at various international conferences. She is currently working on 2 funded research projects. The first one explores AI literacy in the higher education sector and the second one looks at green consumption and the circular economy.