Contact
Biography
Dr. Anita Chakrabarty has over two decades of leadership and management expertise in the UK tertiary education context specialising in postgraduate and post experience executive education leadership and teaching, including Executive Education and MBA programmes. She has been appointed the Director of MSc Programmes at NUBS in January 2025, and the lead for Marketing , Entrepreneurship and Innovation . Prior to this , she was the Director of MBA programmes . She is also a co director of the Future Food (research cluster) in the University . Anita, has a PhD from the University of Nottingham and two Master's degrees, Masters of Public Administration (University of Malaya) and MA Marketing (University of Northumbria at Newcastle).
She has been part of consultancy projects such as the Traditional and Complementary Medicine Consumer Guideline funded by the World Health Organisation for the Ministry of Health, Malaysia among others. Additionally, she is also a is a HRDF* Certified training practitioner, involved in management development programmes .
*Human Resources Development Fund, Ministry of Human Resources Malaysia
Expertise Summary
Consumer Behaviour, Sustainability, Entrepreneurship and Innovation
Teaching Summary
Current Teaching includes the following modules:
BUSI3082 Marketing Services,
BUSI3068 Consumer Behaviour
BUSI3070 Marketing and Society
BUSI4237 Marketing (MBA)
BUSI4655 STRATEGIC MARKET RELATIONS -BUILDING , MANAGING AND LEVERAGING MARKET RELATIONSHIPS
Research Summary
Anita's research interests involves exploring consumer behaviours especially unconventional behaviours using qualitative methods. This includes consumer behaviour in terms of technology use, social… read more
Director of MSc Programmes
Lead for Marketing, Entrepreneurship and Innovation
Member of the School Management Group
Current Research
Anita's research interests involves exploring consumer behaviours especially unconventional behaviours using qualitative methods. This includes consumer behaviour in terms of technology use, social media consumption, and sustainable consumption choices. Recent projects are transdisciplinary in nature which address grand challenges such as food security , circular economy, reduction of waste and climate change .
Current research topics are: digital detox behaviours of consumers in everyday contexts, use of Generative AI by SME's and its impact , and the 2nd hand market for apparels, its business model and innovations..
Past Research
Past Research includes a tri campus ICCSR research on consumer responses during Covid covering UK, China and Malaysia , academic perceptions of online teaching during COVID, trends in the financial services industry, and customer value perceptions while interacting with financial services distribution channels.
Future Research
Future research interests include food waste and nutrition choice behaviours by consumers, and consumer perceptions of live streaming.