Dr Saira Sultana  PhD (Marketing), AFHEA, MBA (Mkt), MBA (Gen), BBA (Mgt) Senior Lecturer in Strategy University of Bedfordshire University Square, Luton, Bedfordshire, UK, LU1 3JU saira.sultana@beds.ac.uk   Senior Lecturer with an extensive teaching experience in a diversity of units at a variety of HE levels. Disciplinary focus is on qualitative research methods as well as strategy and marketing. Internationally minded educator with a Doctor of Philosophy in Social Media Marketing from University of Bedfordshire.