Rehnuma Ali-Choudhury

Senior Lecturer


Rehnuma is a Senior Lecturer in Marketing delivering modules at postgraduate and undergraduate level.  A former research fellow with London Metropolitan Centre for Research in Marketing, Rehnuma was an active participant in CERMARK projects, Senior Lecturer in Marketing and a Course Leader for MSc Brand Management at the Business School.  Before entering HE Rehnuma was a business and marketing analyst in the Textiles and Pharmaceutical industries in Bangladesh, analysing standard operating procedures, examining effective managerial policies, conducting B2B and B2C buying habit surveys and undertaking comparative product research on marketing strategies to determine future growth trends. She holds an MBA degree from Durham University and is currently working on her PhD thesis.  Rehnuma is well-published in leading academic journals and has a wide specialism, ranging from Marketing Strategy and Customer Relationship Management to Digital Marketing, Buyer Behaviour and Marketing Research.


  • PGCTLHE, London Metropolitan University 2006
  • MBA, Durham Business School 2003
  • BBA, North South University, Dhaka Bangladesh 1998

Professional and Industry Memberships

  • Fellow, Higher Education Academy

Research and Consultancy

Resumption of PhD (Sept 2016) examining University branding.

Publications and Scholarship Activities

Academic Journals

  • Second‐gift behaviour of first‐time donors to charity: an empirical study (with Roger Bennett), International Journal of Nonprofit and Voluntary Sector Marketing 07/2009; 14(3):161 - 180. DOI:10.1002/nvsm.347
  • Prospective Students' Perceptions of University Brands: An Empirical Study (with Roger Bennett), Journal of Marketing for Higher Education 05/2009; 19(1):85-107. DOI:10.1080/08841240902905445
  • Internationalisation of British fundraising charities: a two‐phase empirical study (with Roger Bennett), International Journal of Nonprofit and Voluntary Sector Marketing 03/2009; 15(1):28 - 51. DOI:10.1002/nvsm.370
  • The role of corporate art in the management of corporate identity (with Rita Kottasz, Roger Bennett and Sharmila Savani), Corporate Communications An International Journal 08/2008; 13(3):235-254. DOI:10.1108/13563280810893634
  • University marketing directors’ views on the components of a university brand (with Roger Bennett and Sharmila Savani), International Review on Public and Nonprofit Marketing 06/2008; 6(1):11-33. DOI:10.1007/s12208-008-0021-6
  • Transfer of Marketing Knowledge Within Business‐Nonprofit Collaborations (with Roger Bennett and Wendy Mousley), Journal of Nonprofit & Public Sector Marketing 06/2008; 20(1):37-70. DOI:10.1080/10495140802165352
  • Effective strategies for enhancing waste recycling rates in socially deprived areas (with Roger Bennett and Sharmila Savani), Journal of Customer Behaviour 02/2008; 7(1):71-97. DOI:10.1362/147539208X290398
  • Usefulness of introductory higher education orientation units in the context of increasing student diversity (with Roger Bennett and Wendy Mousley), International Journal of Educational Management 01/2008; 22(1):7-31. DOI:10.1108/09513540810844530
  • Motivations for participating in charity-affiliated sporting events (with Roger Bennett, Wendy Mousley and Paul Kitchin), Journal of Customer Behaviour 06/2007; 6(2):155-178. DOI:10.1362/147539207X223375
  • Television viewers' motivations to follow the 2005 Ashes Test series: implications for the rebranding of English cricket, (with Roger Bennett and Wendy Mousley), Journal of Product &amp Brand Management 03/2007; 16(1):23-37. DOI:10.1108/10610420710731133

Refereed articles published in conference proceedings

  • Learning from the Private Sector: A Quantitative Study of Marketing Knowledge Transfers from Businesses to Artsand Cultural Organisations (with Roger Bennett and Wendy Mousley), in M.Cuadrado and J.Montoro (Eds), Proceedings of the 9th International Conference on Arts and Cultural Management, University of Valencia, Spain, July 2007, CD-ROM, ISBN 978-84-96221-32-1
  • Effective Message Strategies for the Promotion of Mass-Participation Sporting Events (with Roger Bennett, Wendy Mousley and Paul Kitchin), in Flexible Marketing in an Unpredictable World, Proceedings of the 36th EMAC Conference, Reykjavik University, Iceland, May 2007, CD-ROM, ISBN 997-99483-5-3
  • Transfer of Marketing Knowledge and Know-how from Commercial Enterprises to Arts and Cultural Organisations (with Roger Bennett and Wendy Mousley), in Francois Courvoisier and Fabienne Courvoisier (Eds), Quel Marketing pour les Organisations Culturelles en Europe? Proceedings of the 1st Workshop on Arts, Culture and Management in Europe, Haute ecole de gestion Arc, Neuchatel, Switzerland, September 2006, pp. 74-97.
  • Modelling the University Brand: Theoretical Development and Empirical Application, presented at the Thought Leaders International Conference on Brand Management, Centre for Research in Brand Marketing, Birmingham Business School, University of Birmingham, UK. April 2007


Teaching Areas

  • Marketing in a Global Age
  • Dissertation
  • Business Research Project
  • International Marketing Strategy
  • Marketing Communications
  • Consumer Behaviour
  • Introduction to Marketing


Coventry University joint top modern university for career prospects
University of the year shortlisted
QS Five Star Rating 2020
Coventry City of Culture 2021