Fatima Nadeem Butt began her PhD at Kühne Logistics University in September 2026, under the supervision of Prof. Dr. Christian Barrot. Her research explores the relationship between artificial intelligence and consumer trust, with a particular interest in how emerging technologies influence consumer behaviour and decision-making.
Fatima holds a master's degree in strategic marketing from Imperial College London, where she specialised in strategic marketing, consumer behaviour, and digital marketing. She also holds a bachelor's degree in management science from Lahore University of Management Sciences.
She has more than six years of professional experience across higher education, strategic marketing, and digital marketing. She has worked as a Business Lecturer and Module Leader in higher education in London, where she taught diverse, international student cohorts across business and marketing-related subjects.
Having worked and taught in an international environment, Fatima is passionate about understanding how emerging technologies are transforming businesses, shaping consumer behaviour, and influencing trust in increasingly digital markets. Her current research focuses on contributing to a better understanding of how consumers perceive and respond to AI-driven technologies.
Contact
Networks
Education
| Since 09/2026 | PhD candidate at Kühne Logistics University, Hamburg, Germany |
| 2023-2024 | M.Sc. in Strategic Marketing, Imperial College London, London, United Kingdom |
| 2019-2023 | B.A. in Management Science, Lahore University of Management Sciences, Lahore, Pakistan |
Professional Experience
| 2025-2026 | Business Lecturer, London College of Contemporary Arts, London, United Kingdom |
| 2024-2026 | Business Developer, Massachusetts Mind Center, Boston, United States |
| 2024-2025 | Business Lecturer, Kaplan International College London, London, United Kingdom |
| 2021-2023 | University Research Assistant, Lahore University of Management Sciences, Lahore, Pakistan |
| 2019-2021 | Business Analyst, Maped Counselling, Lahore, Pakistan |
Publications
This paper investigates the effectiveness of British Airways’ customer relationship management (CRM) strategies through a comprehensive assessment of Customer Lifetime Value (CLV) across its primary customer segments. Using financial data from IAG and industry sources, CLV is calculated for both the average customer and Executive Club members, followed by a sensitivity analysis to evaluate the impact of changes in margins and retention rates. The findings reveal that retention rate improvements generate disproportionately higher increases in CLV compared to margin adjustments, particularly within the high-loyalty segment. A detailed examination of British Airways’ marketing mix, loyalty programmes, acquisition strategy, and customer development initiatives further highlights the airline’s reliance on personalisation, tier-based incentives, and digital integration to sustain long-term customer value. Based on the empirical results, the study proposes strategic recommendations to strengthen loyalty programme effectiveness and expand the customer base through a B2B subscription model. Overall, the analysis underscores the centrality of retention-driven CRM approaches in enhancing customer profitability within the competitive airline industry.
This paper explores the strategic role of keyword research and content optimization throughout the user journey, focusing on two global e-commerce companies: Alibaba, a business-to-business platform, and ASOS, a product-based e-commerce retailer. The study highlights how keyword research tools and content strategies align with user intent at each stage—awareness, consideration, decision, retention, and advocacy—to enhance visibility, engagement, and customer loyalty. Key measures, tools, and practical applications are discussed to demonstrate effective digital marketing strategies in both B2B and B2C contexts.
This paper examines the transformative impact of Spotify on the global music industry, focusing on how streaming has reshaped consumer behavior, revenue models, and the industry’s response to digital disruption. Drawing on data from international music and governance databases, the study analyzes Spotify’s rapid growth, its role in reducing music piracy, and the economic implications of its subscription-based model. The research highlights how Spotify’s technologically driven platform strategy has expanded global access to music while raising concerns regarding artist compensation and market concentration. Overall, the findings demonstrate that Spotify has fundamentally altered the structure, economics, and governance of modern music distribution, marking a critical shift in the digital evolution of the entertainment sector.
