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Ayane Fujiwara

Senior Lecturer

Nottingham Business School


Dr Ayane Fujiwara is a Senior Lecturer in  Marketing specialising in consumer behaviour, customer experience and digital marketing.

Ayane is currently an assistant course leader for Digital Marketers Degree (integrated) Apprenticeship. Within this role, she is responsible for design, delivery and internal assessment of this course.

Ayane has years of experience in teaching across all levels, and holds Fellowship of the Higher Education Academy (FHAE) and Postgraduate Certificate in Teaching and Learning in Higher Education (PGCTLHE). Ayane is passionate about creativity and practice-informed learning within HE, and she is an active member of TILT groups. Ayane is also a member of Chartered Institute of Marketing (CIM).

Ayane is a Module Leader for the Buyer Behaviour, Digital Marketing Techniques and Understanding Buyers and the Customer Journey.

In previous years, she has been an academic mentor for Undergraduate UK Placement students and Postgraduate students, and she has also mentored Level 7 consultancy projects.

Ayane is also an active researcher, and her research has focused on influences of atmospherics, namely music, on consumer behaviour and customer experience in an online retail environment. Ayane is currently collaborating with researchers on projects in Japan and the United Kingdom.

Career overview

Previously, Ayane worked as an Hourly Paid Lecturer at Nottingham Business School while she undertook and successfully completed her PhD at Nottingham Trent University.

Research areas

Research and scholarly interests have focused upon:

  • Online consumer behaviour
  • Online atmospherics

Current projects:

  • Influence of music on online flow
  • Impact of gender perception on toy buying behaviour

External activity

Ayane has provided guest lecture for Bournemouth University.

Course(s) I teach on

  • Motivational presentation
    Undergraduate | Full-time / Sandwich | 2024

  • Marketing students
    Undergraduate | Full-time / Sandwich | 2024

  • Postgraduate taught | Full-time / Sandwich | 2024

  • Students chatting in City Gate
    Postgraduate taught | Full-time / Sandwich | 2024

  • person writing on notepad looking at laptop
    Postgraduate taught | Full-time / Sandwich | 2024