Dr Sheena Karangi

Dr Sheena Karangi is a Senior Lecturer in Digital Marketing whose work focuses on digital strategy, data-driven decision-making and the application of AI-enabled tools within marketing practice. Her academic background includes earlier work on consumer experience, exploring how sensory cues, atmospherics and touch-based interactions shape perception and behaviour. This understanding of stimulus–response dynamics informs her current interest in how experiential and sensory principles translate into digital environments.

Sheena’s teaching is strongly practice-oriented. She integrates real-world industry software applications, digital marketing simulations, and analytics platforms into the curriculum to create immersive, hands-on learning experiences. By embedding professional tools and data into her modules, she aims to bridge the gap between academia and industry, ensuring students develop relevant, market-ready digital capabilities.

Her work increasingly focuses on how organisations can use AI and analytics to enhance consumer insight and support strategic marketing decisions. She teaches in postgraduate modules in Digital Marketing Strategy, Social Media Marketing and Web Analytics.

Current focus areas:
• Digital marketing and strategy
• AI in marketing and consumer analytics
• Web analytics and data insight
• Digital consumer behaviour (with roots in sensory experience)
• Simulation-based learning
• Industry software integration for employability and market readiness

Industry Engagement
Sheena actively collaborates with industry to ensure her teaching, applied research, and student learning experiences remain current and practice-oriented. Most recently, she was selected as a 2025 judge for the Data & Marketing Association (DMA) Awards, where she evaluated industry submissions in the Social Media category. This role involved assessing cutting-edge campaigns, creativity, strategy, and effective use of data-driven insight — reinforcing her connection to industry practice and the evolving digital marketing landscape. Her industry engagement strengthens her commitment to bridging academia and practice, offering students opportunities to learn from real campaigns, real data, and real tools used by contemporary marketing teams.