An aerial view of Bay Campus, with the sea stretching into the horizon.

Dr Adila Khan

Lecturer in Marketing

Business

adila.khan@swansea.ac.uk

Office 308 - 308
Third Floor
School of Management
Bay Campus

Available For Postgraduate Supervision

Research Links

https://orcid.org/0009-0003-9658-7001

About

Dr Adila Khan is an accomplished academic professional currently working as a Lecturer at the SoM, Swansea University. She achieved her Ph.D. in Entrepreneurship in 2020 and has done PGCE, MBA, and an MA in English Literature, along with a BA in Psychology & English Literature.

Adila has accumulated extensive teaching experience at both UG and PG levels. Her academic journey commenced at the University of Wales, Trinity St David (UWTSD) in 2012, followed by positions at Bath Spa University, Birmingham City University (BCU), and a subsequent return to the UWTSD.

Adila’s commitment to excellence in teaching is exemplified by her recent attainment of the SFHEA (Dec 23), a testament to her dedication to implementing best teaching practices. Her student-focused and reflective teaching strategies aim to enhance the overall T&L experience.

Beyond academia, Adila has a passion for entrepreneurship which is evident from the fact that she established her first business at the age of 19, followed by a series of entrepreneurial ventures. In 2005, she was the founder and CEO of an international education consultancy & training company for over 12 years, operating in seven countries.

Adila's professional journey also includes experience of international marketing in HE Sector. This includes her most recent position as an Assistant Professor and Director of International Recruitment & Development at BCU’s Business School (2019-2021), where she provided leadership in internationalization, recruitment, and partnership development. Previously she had also worked as the International Marketing Manager at Pembrokeshire College, Wales, from 1999 to 2005.

In various international marketing roles, Adila has developed international strategies, forged valuable partnerships (including joint ventures and research collaborations), generated marketing/business funding and income from consulting contracts. She also increased overseas admissions, and set up regional offices worldwide, all resulting in improved performance of leading universities around the world.

Adila is passionately committed to improving lives of under-privileged or under-represented communities. She volunteers in local charity fundraising events and she is currently a member of the Trustee Board of Pembrokeshire Care Society, a registered Charity.

Areas Of Expertise

Entrepreneurship
International Marketing
Internationalisation in HE Sector

Career Highlights

Teaching Interests

Marketing
Entrepreneurship
Management

At both UG and PG levels

Award Highlights

Publications

Research Highlights

Salman, S. & Khan, A. (2014). Career Management and Employee Motivation in Low Skilled, Low Margin Environments. IOP Conference Series: Materials Science and Engineering, 65, 012032
https://doi.org/10.1088/1757-899x/65/1/012032, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa65556
Khan, A. (2021). Negotiating Norms: The Mediated Activities of Pakistani Female Entrepreneurship. In Institute for Small Business and Entrepreneurship 2021 Conference: Bridging Enterprise, Policy and Practice: Creating Social and Public Value
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa66521
https://isbe.org.uk/isbe-2021/
Khan, A., Ward, P., & Bown, R. (2024). A tale of two female Pakistani entrepreneurs: the constraining and supporting nature of norms. Cases on Entrepreneurship and Diversity (pp. 56-66). Edward Elgar Publishing
https://doi.org/10.4337/9781803923857.00011, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa66522

All Research

Journal Articles

Salman, S. & Khan, A. (2014). Career Management and Employee Motivation in Low Skilled, Low Margin Environments. IOP Conference Series: Materials Science and Engineering, 65, 012032
https://doi.org/10.1088/1757-899x/65/1/012032, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa65556

Book Chapters

Khan, A., Ward, P., & Bown, R. (2024). A tale of two female Pakistani entrepreneurs: the constraining and supporting nature of norms. Cases on Entrepreneurship and Diversity (pp. 56-66). Edward Elgar Publishing
https://doi.org/10.4337/9781803923857.00011, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa66522

Conference Contributions

Khan, A. (2021). Negotiating Norms: The Mediated Activities of Pakistani Female Entrepreneurship. In Institute for Small Business and Entrepreneurship 2021 Conference: Bridging Enterprise, Policy and Practice: Creating Social and Public Value
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa66521
https://isbe.org.uk/isbe-2021/

Taught Modules

MN-2510 Consumer Behaviour

The module is designed to provide an introduction to consumer behaviour within the marketing context. We will look at the critical driving forces which influence consumer behaviour, including memory, attitude, decision making, satisfaction, loyalty and new technologies.
MN-2563 Entrepreneurship for Tourism Experiences

This module will explain the growth in experiential tourism and how it is situated within contemporary destination management. It will include an appreciation of the history of tourism, leisure practice and relationships to environment and landscape, and explain consumer motivations and models. It will also show how entrepreneurs have developed activity tourism within destinations to broaden the tourist product. Theories and issues associated with entrepreneurial tourism will be illustrated using case study material and issues important to management of tourism activities in a commercial setting will be identified. Students will be able to show an appreciation of product and programme development strategies in theory and practice and discuss and evaluate risk management strategies. Leadership skills and the use of these by entrepreneurs in adventurous and non-adventurous activities will also be identified as well as an evaluation of strategies and techniques for managing activity within protected areas.
MN-2570 International Marketing

The module provides an overview of the key concepts in international marketing.
MN-M558 Marketing Research

Marketing research is fundamental to the decision making of any type or size of business. Accurate interpretation of relevant and timely data can help reduce organisational risks and uncertainty, and facilitate the achievement of marketing objectives. Transformative research that benefits consumer welfare and the quality of life of all those impacted by consumption is also rising in significance. This module will equip students with the knowledge and skills needed to acquire, interpret and critically evaluate marketing and consumer research. Upon completion of the module, students should have an understanding of the marketing research industry and awareness of the issues and trends currently impacting it.

Dr Adila Khan

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