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Hela Hassen

Dr Hela Hassen

Lecturer in Marketing

  • Director, Marketing MSc

Research interests

  • Marketing


Dr Héla Hassen is a Lecturer in Marketing at King's Business School. Hela is currently the Director of the online Marketing MSc programme. She holds an MSc (First Class) and a PhD in Marketing from the University of Leicester School of Business, UK.

Hela received the School of Management Bursary from the University of Leicester during the completion of her MSc in Marketing in 2013. She then obtained a four-year Graduate Teaching Assistantship contract in 2014 as part of her PhD scholarship programme.

Prior to her current Lectureship role, Hela worked as a Teaching Fellow in Marketing at the School of Business (University of Leicester, UK), and as a Research Associate at the York Management School (University of York, UK).

Before joining academia, she held marketing roles in advertising companies in France, working on public-relations campaigns for brands such as Moët Hennessy, Laurent-Perrier and La Française des Jeux. This experience has enabled her to develop promotional skills in international event management, and manage the portrayal of a business.

Hela is a Fellow of the Higher Education Academy (HEA) and adopts a teaching style that encourages continuous interaction and critical thinking, as well as the development of students’ transferable skills. Her teaching is closely informed by her academic research. She has a special interest in supporting active learning in the classroom as well as facilitating online and distance learning in higher education.

Hela's area of expertise lies in the fields of digital media and consumer behaviour. More specifically, she explores the use of social media and its role in contemporary society, focussing on individuals' social practices and consumption practices. Her main research interests focus on social exchanges in both online and offline environments through the lens of reciprocal exchanges and social bonds.

In collaboration with researchers from the University of York (UK) and the University of Auckland (NZ), Hela is currently working on an ethnographic research project which explores the impact of COVID-19 on families’ food practices and habits.

Research Interests: Social media marketing, digital identity, social relationships, gift economy & reciprocity, food practices and qualitative research methods. Hela is interested in supervising students in any of the above areas of interests.

Are you currently accepting new PhD students?