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Dr Soumaya Askri

Job: Lecturer

School/department: DMU Dubai

Address: De Montfort University Dubai, Dubai International Academic City,Post Box: 294345, Dubai, UAE

T: +971 4 4358700



Personal profile

Dr Soumaya Askri is an Assistant Professor in Marketing. She has more than 22 years experience in teaching areas in Marketing and Management.

Her Thesis the impact of emblematic characters on the child's prescription, was published by  Diffusion ANRT, France in 2016.As a head of International trade, marketing and languages department, Dr Soumaya Askri developed a partnership with other University on major research projects. She organized academic conferences and symposia.

Dr. Soumaya is also a personal and professional coach.  She has around 6 years experience in Higher Education and executive coaching practice. She is graduated from the High School of Coaching of Paris. Since 2016, she collaborated on a module for teaching coaching skills to undergraduate and postgraduate students. The module Training Skills was focused on developing self-confidence, improving communication and gain the relevant skills for their personal growth.
Dr. Soumaya Askri is also an artist painter, she participated in several exhibitions in the UAE. 

Research group affiliations

Membership of external committees: Academic Members of the Communication Institute of Greece.

Editorial board of Economics and Management Sciences ( International Journal of Economics & Management Sciences), 2014.

Membership of professional associations and societies: Associate Regional Director for Africa (Northern Region) for Tunisia,  the International Institute of Marketing Professionals 2013-2016.

Professional licenses and certificates:Academic Members of the Communication Institute of Greece.

Publications and outputs

Askri J.S, and Blel F. (2021), When craft rises to the rank of luxury: What perception for Tunisian Consumers, French Marketing Review of Economy and Management, Vol 2, August 2021.

Askri J.S, and Najar H. (2017), Children eco-socialisation: Prospective reflection on the contribution of iconic characters ; French Marketing Review June RFM.

Askri J.S, and al (2017), Immersion experience and reactions of Internet users: The case of luxury brands ; The Luxe conference: issues, challenges and perspectives , ISTEC ; Paris, France.

Askri J.S, (2016),The impact of emblematic characters on the child's prescription, Diffusion ANRT, National Thesis Reproduction Workshop, Published doctoral Thesis 2016.

Askri Jendoubi Soumaya, and al (2015),The impact of the religiosity on the advertising persuasion: context of the political marketing - Frame of reflection and try of modelling; Journal of Marketing Research and Case Studies.

 Askri J.S, (2015),Construction and validation of child attitude scales towards the emblematic  character, 6th Colloque  deURAM,; Hammameth, Tunisia.

 Askri J.S, and al (2015) ,A semantic study for cultural and environmental determinants affecting the perceived quality of service generated by the expatriate employee ; 13th International Symposium of the Tunisian Marketing Association,; Sfax, Tunisia.

 Askri J.S, (2014),Construction and validation of the scale of measure of the  child identification to the emblematic character,  23nd IBIMA ; Valencia, Spain.

Askri J.S, (2014), The impact of the religion use in electoral campaigns on the voting intentions

exploratory study,23nd IBIMA; Valencia, Spain.

 Askri J.S, (2013),The impact of the children attitude to the brand characters in child prescription ,21nd IBIMA; Vienne, Italy.

 Askri J.S., and al (2013),Comments to the paper, Buzz and intention to engage in WOM: Determinants and moderating role of cultural factors, the 7th International Research Days on Marketing Communications,; Wolfsburg, Germany.
 Askri J.S.,  and Opsomer C., (2012), ``The determinants of the child-mother prescription: impact of the variables related to emblematic characters - Framework for reflection and modeling test, ISEOR,  Lyon, France.

 Askri J.S.,and Opsomer C., (2012),`` The impact of the children attitude and identification to the brand characters in the understanding of the prescription child-mother - Frame of reflection and try of modeling, Journal of Marketing Research and Case Studies.

Research interests/expertise

The common thread running through Soumaya scholarly activities is a unique interest in Consumer Behavior with a focus on kids behavior. This was the core aspect of Soumaya PhD, The impact of emblematic characters on the child's prescription. Digital Marketing to cope with the acceleration of the digital use during the recent pandemic and the importance of clear segmentation and targeting based on customer preferred channels.
More recently, her interest has been in the area of Personal development and capabilities building.

Areas of teaching

Marketing : Marketing Research, International Marketing, Consumer Behavior, Sensory Marketing, Sales Force Management, Communication.

Personnel development, Knowing and developing your self, Training Skills and Nonverbal communication.

Management : Introduction to work and organisation, International strategy, Theories of organization


PHD  (Marketing) ,Sorbonne University Paris1.
-Postgraduate Certificate in Higher Education (Management Marketing), FSEGT Tunis.
-Master's degree in International Trade, Business School of Tunis. 

Courses taught

Marketing , Management , Personal and Professional development