Ava Yu

I am a Lecturer in the Marketing Department at UWA Business School, with research interests in service marketing, social media marketing, and consumer behaviour. Trained in both qualitative and quantitative methods, I use interviews, focus groups, surveys, and experiments to explore diverse aspects of consumer behaviour and marketing. My work focuses on generating insights that advance both the social enterprise and higher education sectors—areas that deeply align with my personal passion and values. My research has been published in leading journals, such as the Journal of Service Theory and Practice, among others.

My teaching portfolio includes courses such as Consumer Behaviour, Marketing Research, and Marketing Management (2016), incorporating client-integrated projects (CIPs) that provide students with hands-on experience. Since 2023, I have collaborated with both commercial organisations and social enterprises as CIP partners. My commitment to impactful and engaging learning has been recognised through several honours, including the Excellence in Teaching Award (2021, 2023), the Learning and Teaching Excellence Grant (2023), and the Teaching with Impact Award (2024). 

• Business School Research Grant (2025)
• Institute of Advanced Studies Visiting Fellowships (2024)
• Learning and Teaching Excellence Grant (2023)
• Milne Visiting Professor Program (2023)
• Institute of Advanced Studies Visiting Fellowships (2023)
• Career Development Funding (2022)
• BizLab Small Project Grant (2021)

• Marketing Management (2026)
• Marketing Research (since 2023)
• Consumer Behaviour (2023-2025)
• Consumer Centric Innovation (2022)
• Global Business Environments (2021-2022)
• Collaboration and Innovation in Business (2021-2022)
• Marketing Fundamentals (2020-2021)
• Elements of Marketing (2019-2020)