Faculty Profile

Patricia Lui is an award-winning marketing educator and case writer specializing in digital and social media strategy, consumer behaviour, and entrepreneurial marketing, with a strong record of teaching excellence and industry engagement.

Renowned for innovative teaching and curriculum design, Patricia Lui has received multiple university-level and national teaching awards, and her business cases are widely used in management education; she bridges academic research with practical industry insights, particularly in digital marketing and influencer strategy.

Focused research areas include Consumer behaviour in digital contexts, digital and social media marketing strategies, branding for entrepreneurial ventures, and service excellence in contemporary markets.