Dr Navdeep Athwal is currently a Lecturer of Marketing at University of Sheffield Management School. Previously, she was a Tutor at Warwick Business School (2010-14); she has also held Visiting Lectureships at the University of Birmingham (2012-13) and at Coventry University (2011-14). Dr Athwal holds a PhD in Marketing, and completed an MSc in Marketing and Strategy at Warwick Business School and also gained a First Class BA (Hons) in Business Studies. During her undergraduate and postgraduate degrees she received scholarships for academic excellence.
To date, her research has included explorations into luxury marketing and authenticity, social media marketing, sustainability consumption, and consumption communities. She also possesses research interests in the sharing economy. Her research has been funded by the Economic and Social Research Council (ESRC), University of Warwick, Academy of Marketing Science, Marketing Trust and the Academy of Marketing. Dr Athwal has published in both interdisciplinary and subject-specific journals such as Information Technology and People, and the Journal of Marketing Management.
Dr Athwal is a member and reviewer for the Association for Consumer Research (ACR) and the Academy of Marketing. She is also a member of the Chartered Institute of Marketing and Fellow of the Higher Education Academy with teaching experience at both undergraduate and postgraduate levels. She innovatively developed the first Digital Marketing module at University of Sheffield Management School.
She has contributed to and participated in inter-disciplinary working groups such as the Leverhulme Luxury Network with the University of Warwick. Her research has been featured in media outlets such as Bloomberg Business Week and the Daily Mail.
Outside of academia, she has worked and consulted across financial services, retail, government and charity sectors. More recently, she has worked with Verb Brands, a luxury digital agency to publish a white paper on experiential luxury.
Areas of Research Supervision
Dr Athwal is currently supervising two PhD students at the University of Sheffield Management School in the fields of luxury marketing and consumption, and sustainable fashion. Prospective PhD students with similar research interests are invited to send a research proposal and a CV.