Nigar Sultana, PhD Professor, Department of Marketing
PROFILE
SHORT BIOGRAPHY
Nigar Sultana is a faculty member and researcher in Marketing and Business Studies with a strong focus on contemporary and emerging research areas. She completed her undergraduate studies in Marketing at the University of Dhaka, Bangladesh, and later pursued advanced academic training in the United Kingdom, earning an MA in Marketing from London Metropolitan University (2008), an MBA in International Business from Bangor University, UK (2017) and a PhD from Manchester Metropolitan University, UK (2024).
Prior to joining Jahangirnagar University, she served as a faculty member at American International University–Bangladesh and Daffodil International University, Bangladesh where she was actively involved in teaching, curriculum development, and research supervision.
Her early research contributions positioned her as one of the pioneering scholars in Bangladesh working on entrepreneurship for persons with disabilities and mumpreneurship, addressing inclusion, empowerment, and sustainable livelihoods. More recently, her research agenda has evolved toward interdisciplinary and emerging domains, particularly dark tourism, digital marketing, and the application of artificial intelligence in marketing and advertising. Her current work explores how technology-driven marketing practices, AI-enabled communication, and data-driven decision-making are reshaping consumer behavior, tourism experiences, and business strategies in developing and emerging economies, with a special emphasis on the Bangladeshi context.
An academically accomplished scholar, Nigar Sultana secured 8th and 9th positions in the combined national merit lists in the SSC and HSC examinations respectively, and received the Dean’s Award from the University of Dhaka in recognition of outstanding academic performance.
RESEARCH INTEREST
Tourism Marketing & Entrepreneurship, Service marketing and digital marketing
JOURNAL PAPER
Nigar Sultana, PhD & Mamtaj Akter, ‘Cross-Cultural Perspectives on Dark Tourism: Motivations, Experiences, and Meaning-Making of International Tourists’, Tourism Culture & Communication, 4, 2025, 2025. ‘Cross-Cultural Perspectives on Dark Tourism: Motivations, Experiences, and Meaning-Making of International Tourists’ Tourism Culture & Communication (Accepted) ournal Impact Factor: 2025 (2024 data) – 0.7 Journal Citation Indicator: 2025 (2024 data) – 0.18 CiteScore 2024: 1.4 View CiteScore for Tourism Culture & CommunicationNigar Sultana, 'Do existing motivations adequate in dark tourism? Comparison Drawn from South-Asian and Non-South Asian Tourists', Jahangirnagar University Journal of Business Research (JUJBR), 22, 1, 2021.
Nigar Sultana, Mamtaj Akter, Contextual Rapport of Peoples' Attitude and social Media Buying Pattern, International Journal of Science and Management Studies (IJSMS), 2, 6, pp.113, 2019.
Mamtaj Akter*, Nigar Sultana*, Digital Marketing Communication and Consumer Buying Decision Process in Pandemic Standpoint (COVID-19): An Empirical Study of Bangladeshi Customers’ in Branded Cosmetics Perspective, Open Journal of Business and Management, 2020. doi: https://doi.org/10.4236/ojbm.2020.86167
Rubel Md., Kashem Md. Abul, Sultana Nigar, ‘Strategic Information System & Organizational Structure: A Case on Meena Bazar Super Shop in Bangladesh, International Journal of Management (IJM), 5, pp.50-65, 2014.
Hoque Ariful, Sultana Nigar, Ara Easnin, ‘Measuring the Nexus between Handicrafts Industry and Tourism Development Vis A Vis The Employment Creation For Rural Women In Bangladesh: A Study On Thanapara Swallows’, Jahangirnagar University Journal of Marketing, 2, pp.59-72,
Sultana Nigar, Hoque Md. Ariful, Akter Mamtaj, ‘Enhancing the Performance of Business Organization: Role of Marketing Audit & its Implication’, Jahangirnagar University Journal of Marketing, 2, pp.1-20, 2014.
Kundu Nobinkhor, Sultana Nigar, Sehreen Farhana,, ‘Promising Fortitude of Vegetables Worth in Dhaka City: A Supply Chain Analysis’, The Jahangirnagar Business Studies, 1, pp.151-160, 2011.
Sultana Nigar, Hoque Md. Ariful, Hasan Murad, ‘Search for Driven Factors of Employee Satisfaction: A Study on Dhaka City’s Private Sector Insurance Companies, Jahangirnagar University Journal of Marketing, 1, pp.1-12, 2013.
Sultana Nigar, Rahman Mohammad Anisur, ‘Innovative Leadership (People)’, The Jahangirnagar Journal of Business Studies, 2, pp.37-51, 2012.
Sultana Nigar, Islam Md. Riazul, Rahman Ibn Masud, ‘Customers attitude towards courier services as an alternative of postal service in Bangladesh’, Jagannath University Journal of Business Studies, 1, pp.47-60, 2011.
Sultana Nigar, Mostafiz Fahmida, Akter Mansura, Environment Compliance Requirements and Practices of Garments Owners in Bangladesh: An Analysis’, Jahangirnagar Journal of Marketing, 3, pp.1-14, 2015.
Sultana Nigar, Akter Mamtaj, Hasan Md. Raihanul, ‘Strategic Tools: Trainning and Education for Mumpreneurship in Bangladesh’, Jahangirnagar University Journal of Marketing, 5, 2017.
Sultana,Nigar, Establish the Extend and Suitability of Entrepreneurship Support and Provision in Bangladesh for Disabled people- An Exploratory Research Study’, Jahangirnagar University Journal of Marketing, 5,
Rahman Arafat, Sultana Nigar, ‘Physical Evidence: Factors Determining the Selection of Fast-Food Restaurants among the Youth Consumers in Dhaka City’, Journal of Business Research, 10, pp.13-26,
Hoq Mohammad Ziaul, Sultana Nigar, Amin Muslim, ‘The Effect of Trust, Customer Satisfaction and Image on Customers’ Loyalty in Islamic Banking Sector’,, South Asian Journal of Management, 17, pp.70-93,
Hossain Md. Akram, Sultana. Nigar, Sampad. Biswas, ‘A Proportional Study and Analysis: Evaluation of Effectiveness of Word of Mouth Marketing in Opposition to Traditional Advertising Concerning Medical Treatment Facilities in Bangladesh’, Management & Organisational Studies, 2, pp.143-152, 2015.
CONFERENCE PAPER
Professor Nigar Sultana, PhD, Insights from a comprehensive review on the impact of artificial intelligence (AI) on digital marketing in Bangladesh, International Conference on Online Marketing for Businesses (ICOMB-25), 4, 2025, Sydney, Australia, 2025.Nigar Sultana, Methodological traits in dark tourism: Content, debate and standpoint of qualitative research leading to dark tourism, Annual PGR Conference - 12th, Manchester Metropolitan University, UK, 2019.
Nigar Sultana, Corporate Social Responsibility: Privileges of Stakeholders; An alternative extent of driving Turnover’, Corporate Social Responsility-2017, Conference arranged by Department of Philosophy., Jahangirnagar University, Savar, Dhaka, Bangladesh, 2017.
Nigar Sultana, ‘Corporate Social Responsibility in Bangladesh: Obstacles and Opportunities experienced by SMEs when undertaking CSR’, RICON, Delhi, India, 2009.
Academic Info
Period: 2005-2006
MBA (Masters of Business Administration) in Marketing
Period: 2000-2005
BBA (Bachelor of Business Administration) in Marketing
Period: 2007-2008
MA (Marketing)
Period: 2015-2016
MBA (International Business)
Period: 2018- 2024
Phd, Manchester Met Business School.
Experience
Position: Professor
Period: 2022 - Present
Full Time
Position: Associate Professor
Period: 2015- 2022 (11th June)
Full time
Position: Assistant Professor
Period: 2011-2015
Full time
Position: Lecturer
Period: 2009-2011
Full time
Position: Faculty
Period: January, 2009 - November, 2009
Full time
Position: Lecturer
Period: April 2006- December 2008
Full time
Activity
Position: Coordinator
Period: May 2024 to October 2024
EMBA Program, Faculty of Business Studies
Position: Convener/Chairperson
Period: July 2024-June 2025
Deans' Committee
Position: Dean
Period: May 2024 to Present
Faculty of Business Studies
Position: Chairperson- Provost Committee
Period: July 2023- June 2024
Position: Provost - Rokeya Hall
Period: December 2022
Rokeya Hall
Position: Director, EMBA (Evening) Committee, Department of Marketing
Period: 2018
Position: Member of EMBA (Evening) Committee
Period: 2011-2013
Position: Member of Academic Council
Period: 2012-2014
Position: Member in Journal of Faculty of Business Studies
Period: 2012-2014
Position: Editor, Jahangirnagar University Journal of Marketing
Period: 2012-2013
Position: Member of IQAC - Department of Marketing
Period: 2014-2015
Position: Director of IQAC- Department of Marketing
Period: 2017-2018
Position: Students Advisor - Department of Marketing
Period: 2010-2011
Position: Provost, Nawab Faizunnesa Hall.
Period: 2018
Position: House Tutor, Sheikh Hasina Hall.
Period: 2014-2015
Position: Assistant Proctor
Period: 2014-2015
Position: Chairperson, Department of Marketing, Jahangirnagar University
Period: 2011-2014
Contact
Nigar Sultana, PhD
Professor
Department of Marketing
Jahangirnagar University, Savar, Dhaka-1342, Bangladesh.
Cell Phone: 01731200381
Email: nigarsultana26@juniv.edu
, nigarsultana26@yahoo.com
