Dr Fahima Alam

Profile

I am a Lecturer in Business Analysis and Digital Technology at Queen Mary University of London, specialising in digital transformation, business analysis, artificial intelligence, and technology-enabled innovation. With extensive experience in higher education across the UK, I have taught undergraduate and postgraduate students in a range of business and management disciplines, including digital business, project management, marketing, innovation management, business strategy, and research methods. I am an Associate Fellow of the Higher Education Academy (AFHEA) and am committed to creating inclusive, engaging, and research-informed learning environments that develop critical thinking, analytical skills, and professional competence.

My teaching and professional practice span business analysis, digital technologies, artificial intelligence, project management, digital marketing, and strategic management. I have experience designing and delivering innovative curricula that integrate authentic assessment, experiential learning, and industry-focused projects. I am particularly interested in embedding emerging technologies into teaching to enhance student engagement, assessment design, and graduate employability.

My research focuses on the adoption of artificial intelligence, digital trust, consumer behaviour, and technology acceptance, with a particular emphasis on conversational AI and intelligent chatbots in online retail and higher education. I am also interested in the transformative role of generative AI in learning and teaching, exploring how AI can support assessment redesign, collaborative learning, digital pedagogy, and student engagement while maintaining academic integrity.

Alongside my research in artificial intelligence and digital transformation, I have developed interests in business innovation, digital strategy, and organisational change. My work examines how organisations can successfully adopt emerging technologies to improve decision-making, customer experiences, and organisational performance, bridging theory with practical application across both academic and industry contexts.

I hold a PhD in Marketing, where my doctoral research investigated the adoption of interactive artificial intelligence chatbots in the online fashion retail industry. I also hold an MSc in Marketing and a BA (Hons) in Business Studies. My interdisciplinary background informs my teaching and research across digital transformation, artificial intelligence, marketing, business analysis, and innovation management, with a commitment to advancing impactful scholarship and preparing students for an increasingly technology-driven business environment.

Teaching

Undergraduate Teaching
IOT454U – Stakeholder Management in Digital Projects
Teaching stakeholder theory and analysis, stakeholder engagement strategies, communication planning, organisational change, and project governance within digital transformation and technology-enabled projects.

IOT551U – Business Analysis
Teaching core business analysis principles, requirements engineering, process modelling, systems thinking, digital transformation, and analytical techniques for identifying, evaluating, and delivering business solutions.

Research

Research Interests:

My current research extends to the use of Generative AI in higher education, with a particular focus on assessment redesign, collaborative learning, and authentic assessment practices. I am currently developing research on process-oriented collaborative assessments in the age of Generative AI, exploring how assessment can foster critical thinking, teamwork, and responsible AI use. This work has been accepted for presentation at an upcoming international European conference, reflecting my ongoing contribution to research on AI-enhanced teaching and learning.

Publications

Adoption of Interactive Artificial Intelligence (Chatbots) in Online Fashion Retail
Academy of Marketing 2022