Afrida Mashnoon

Ms. Afrida Mashnoon is a Lecturer in the Department of Marketing and International Business at North South University. Since joining the department in 2019, she has been actively engaged in teaching, research, student development, and academic leadership.

Her teaching focuses on both foundational and contemporary areas of marketing and international business, with an emphasis on connecting theoretical concepts to real-world business practices. She is committed to creating an engaging learning environment that encourages critical thinking, problem-solving, and the practical application of marketing principles.

Beyond the classroom, Ms. Mashnoon serves as the Faculty Advisor of the Marketing and International Business Club (MIBC), where she mentors students in organizing national and international competitions, corporate engagement initiatives, and professional development programmes. Under her guidance, the club has successfully hosted several flagship events, including large-scale case competitions and digital marketing competitions, providing students with valuable opportunities to collaborate with industry leaders and develop practical skills.

Ms. Mashnoon is also actively involved in strengthening university-industry partnerships and promoting experiential learning through collaborations with corporate organizations. She has contributed to organizing seminars, workshops, and networking events that bridge academic knowledge with industry practice.

Her research interests include consumer psychology, consumer perception, sustainable marketing, brand perception, consumer behaviour, and the circular economy. She is particularly interested in understanding how psychological, social, and cultural factors influence consumer decision-making and how businesses can develop sustainable marketing strategies that create long-term value for both consumers and society. Her recent research also explores sustainability within emerging markets and consumer adoption of circular business models.

In addition to publishing academic research, Ms. Mashnoon has developed teaching case studies and actively participates in national and international academic conferences. She remains dedicated to advancing marketing education through innovative teaching, impactful research, and meaningful engagement with both academia and industry.