Ava Yu
  • The University of Western Australia (M263), 35 Stirling Highway,

    6009 Perth


Personal profile


I am a Lecturer (Assistant Professor equivalent) in the Marketing Department at UWA Business School. My research interests include consumer behaviour and services marketing and have been extended to social marketing, relationship marketing, sustainability, and digital marketing.

My teaching portfolio includes Consumer Behaviour, Marketing Research, Marketing Fundamentals, Consumer Centric Innovation, etc. I have taught undergraduate and postgraduate courses in face-to-face, online, and hybrid modes and won the Teaching Excellence Awards and Grants.

Funding overview

  • Milne Visiting Professor Program (2023) - host
  • Institute of Advanced Studies Visiting Fellowships (2023) - host
  • Starter Research Grant (2023)
  • Learning and Teaching Excellence Grant (2023)
  • Career Development Funding (2022)
  • BizLab Small Project Grant (2021)

Teaching overview

  • Marketing Research
  • Consumer Behaviour
  • Marketing Fundamentals
  • Elements of Marketing 
  • Consumer Centric Innovation
  • Global Business Environments
  • Collaboration and Innovation in Business

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 4 - Quality Education
  • SDG 10 - Reduced Inequalities

Education/Academic qualification

Marketing, Doctor of Philosophy , University of New South Wales


Award Date: 23 Jun 2022

Marketing Communication, Master of Arts, City University of Hong Kong


Award Date: 15 Jul 2013

Management, Bachelor of Science, Nanyang Normal University


Award Date: 1 Jul 2012

Industry keywords

  • Education
  • Retail
  • Social and Welfare Issues

Research expertise keywords

  • Services marketing
  • Consumer behaviour
  • Customer experience
  • Mixed methods