Dr. Noha Saoud is an academic and researcher with more than 20 years of experience in higher education, with expertise in marketing, marketing communications, consumer behavior, advertising and public relations, and digital marketing. Her research interests focus on consumer behavior, marketing communications, digital transformation, branding, and emerging areas of customer experience and omnichannel retailing. Her publications have examined topics including consumer responses to food packaging, public relations and buzz marketing, institutional advertising and customer satisfaction, corporate social responsibility and corporate image, promotional strategies in the banking sector, and digital transformation and marketing performance in the telecommunications sector. Her current ongoing research examines customer experience in click-and-collect retailing, with particular attention to how digital and physical service encounters influence customer value, satisfaction, trust, and loyalty.
Dr. Saoud has extensive undergraduate and postgraduate teaching experience across marketing and business disciplines, including Consumer Behavior, Marketing Management, Digital Marketing, Advertising and Promotion, Public Relations, Integrated Marketing Communications, Pricing Strategy, and Entrepreneurship. Her academic experience encompasses curriculum development and review, learning-outcome alignment, assessment design, postgraduate supervision, thesis examination, academic quality initiatives, and student mentoring. She has supervised master’s research and has served for more than ten years as a reviewer for the Damascus University Journal for Economic and Legal Sciences. She has also contributed to entrepreneurship education and curriculum development in the UAE, with particular emphasis on learner-centered, applied, and experiential approaches to teaching and assessment.
Dr. Saoud holds a PhD in Marketing (Public Relations) from Damascus University and an MSc in Marketing Communications from Johns Hopkins University – Carey Business School in the United States, completed as a Fulbright Scholar. Her academic work brings together marketing and communication scholarship, research-informed teaching, and curriculum development, with a continuing interest in contemporary consumer behavior, digital transformation, and evolving customer experiences.