Dr Ava Yu
Casual Academic

Dr Ava Yu

  • PhD in Marketing (UNSW Sydney, AU)
  • MA in Integrated Marketing Communication (City University of Hong Kong, HK SAR)
  • BA in Public Affairs Management (Nanyang Normal University, CHN)

Business School

I am a Lecturer at the School of Marketing. My research interests are consumer behaviour, service marketing, social marketing, and sustainable marketing. I am now working on publications targeting the Journal of the Academy of Marketing Science and Journal of Service Research.

In support of my research, I was awarded a Travel Grant to attend the 2019 Doctoral Colloquium in Australia and New Zealand Marketing Academy Conference (ANZMAC), where I received a Highly Commended Paper award. My work received the Best Paper Award in ANZMAC Doctoral Colloquium 2020 and was published in the ANZMAC 2021 Conference Proceedings. I also served as a reviewer for ABDC A-ranked journal, the Australian Journal of Management, and ANZMAC 2021. My thesis also won the Dean's Award for Outstanding PhD Theses (top 10%)

I started to teach at UNSW in 2019 and acquired the Associate Fellow of the Higher Education Academy (AFHEA) in 2020. I also worked as a PhD Teaching Fellow at UNSW Business School for two years (2020-2021), teaching undergraduate (including the BCom IFY course) and postgraduate courses in face-to-face, online, and hybrid modes. Promoting a student-centred teaching philosophy, I won the Business School Award for Teaching Excellence in Tutoring in 2021. I am committed to providing my students with 4Rs: Relevance, Readiness, Reflection, and Reiteration.

Meanwhile, I have served as the student representative of the UNSW Business School Research Committee for two years (2019-2020) and volunteered as a Peer Mentor in the UNSW HDR Peer Support Program in 2021. In 2021, I was nominated as the faculty representative for the Early Career Academic Network (ECAN) and co-chair of the ECAN Business School Sub-committee.

+61 (2) 9065 0368
School of Marketing, Room 3046, Level 3, Quadrangle Building (E15), UNSW Sydney 2052

  • 2022: EF Teaching Support Grant
  • 2022: Business School Career Booster Funds 
  • 2022: Career Development Funding
  • 2021: Business Experimental Research Laboratory (BizLab) Small Project Grant
  • 2021: GRS Development and Research Training Grant                                 
  • 2019: ANZMAC Doctor Colloquium Travel Grant 

  • 2022: Dean's Award for Outstanding PhD Theses (top 10%)
  • 2021: Arc Postgraduate Council (PGC) Research Student Award
  • 2021: Business School Award for Teaching Excellence
  • 2021: Australian Government Research Training Program Scholarship
  • 2020: ANZMAC Doctor Colloquium Best Paper Award
  • 2020: UNSW Dean’s Award for Service (Research)
  • 2019: ANZMAC Doctor Colloquium Highly Commended Award
  • 2018: UNSW Tuition Fee Scholarship 
  • 2013: International Communication Association​​ (ICA) Best Paper Award​​​​​


Conference proceedings

  • Yu, H., Uncles, M., and Jiang, Z. (2021). “Co-creation in learning: Scale development and application,” ANZMAC 2021 Conference Proceedings, ANZMAC, Melbourne, Australia, 496-499.
  • Yu, H., Uncles, M., and Jiang, Z. (2020). “Exploration of co-creation in the learning economy: Conceptualisation, interpretation, measurement, and consequences,” ANZMAC online Doctor Colloquium.              
  • Yu, H., and Zheng, X. (2013). 'Contributions to dependency on micro-blog concerning Media System Dependency Theory,' International Communication Association (ICA), Shanghai, China. 


Conference Posters

Yu, H., Uncles, M., and Jiang, Z. (2019). “Scoping review of co-creation experience in learning services industries,” presented at ANZMAC 2019 main conferences, Wellington, New Zealand, 3 December 2019.

My Teaching

  • COMM1150 Global Business Environments
  • COMM1120 Collaboration and Innovation in Business
  • MARK1012 Marketing Fundamentals
  • MARK5700 Elements of Marketing
  • MARK2051 Consumer Behaviour
  • MARK2085 Consumer-Centric Innovation