Anita Chakrabarty is an Senior University Teaching Fellow of Marketing and Deputy Director of the MBA programmes at the Nottingham University Business School (NUBS) in the University of Nottingham - Malaysia Campus (UNMC). Anita,has a PhD. from the University of Nottingham. She also has a background in Economics and Public Administration from the University of Malaya. She has two Master's degrees, one in Public Administration (University of Malaya) and another in Marketing (University of Northumbria at Newcastle). She has in-depth experience in teaching and administrative responsibilities. She has previously headed the Nottingham University Foundation Programme, she has been a Deputy Director of Undergraduate programmes and Academic Head of the Strategy and Marketing Division.
Her research interests are mainly in the area of Marketing Services and specifically in Customer value. Her current research interests focus on customer value emerging from distribution channels in financial services. In relation to her marketing background she has also been involved in industry funded projects related to Consumer Behaviour and Marketing. Additionally, she is also a is a HRDF* Certified training practitioner for Executive training/development programmes .
*Human Resources Development Fund, Ministry of Human Resources Malaysia
Marketing Services, Consumer Behaviour, Customer Value
My teaching interests are in the area of Marketing and Consumer Behaviour. I teach Marketing Services, Consumer Behaviour and Marketing Management at undergraduate levels. My teaching is currently… read more
A major research interest is in services marketing and in particular financial services marketing focusing on retail banking services. Current research involves understanding and expanding the… read more
CHAKRABARTY, A and AVVARI V MOHAN, 2014. Exploring Drivers of Internationalization of SMEs in an Emerging Economy – Case studies from Malaysia. The Journal of International Marketing Strategy (JIMS). 2(1), 13-27
CHAKRABARTY, A. NAIN, Z AND LIM, N.C, 2012. Business Analyst Report for the Series Upin & Ipin
RAMASAMY.B AND CHAKRABARTY A., 2006. Privatization of the Telecommunication Industry in Malaysia Consumer Digest. 1(06),
My teaching interests are in the area of Marketing and Consumer Behaviour. I teach Marketing Services, Consumer Behaviour and Marketing Management at undergraduate levels. My teaching is currently more focused at Year 2 and Year 3 of the undergraduate programme. I also teach International Marketing at the postgraduate level. In the past , i have also developed and delivered a Malaysia only module - Marketing Services for the MBA programme. I am also the lead convenor for the annual Summer School Business module offered in the Summer School Programme of the Faculty of Arts and Social Sciences. I am also involved in the Executive Education Programmes for the government and various organisations conducted by the school.
A major research interest is in services marketing and in particular financial services marketing focusing on retail banking services. Current research involves understanding and expanding the knowledge of the interaction between customers and distribution channels within the financial services sector. Other areas of interests includ customer value in other contexts, developments in financial services especially fintech and sustainable marketing.
In the past, i have reviewed trends in the financial services industry, customer experiences while interacting with financial services distribution channels, mall preference behaviour amongst Klang Valley consumers as well as reviewing born-globals in terms of determinants of growth. These research efforts utilised qualitative methodologies.
Future research interests include marketing innovations , newer models with regards to customer experience management and customer engagement. Beyond this, the relationship between corporate social responsibility and the role for marketing, as well as ethics in marketing practice is a growing area of interest.