FACULTY

Academic depth across management, data, communication and digital practice.

Our faculty profiles are distilled from the CV materials supplied by Come To UK Academy. They bring together university teaching, research, industry practice and international academic experience across the disciplines most relevant to our learners.

8 profiles8 CV-sourced portraits5 languages

FACULTY

Faculty & Specialist Educators

Profiles summarise selected education, teaching, research and professional highlights from the supplied faculty CVs.

Professor & Doctoral Supervisor

Professor Cheng Jin

School of Management, Xiamen University

Professor and doctoral supervisor at Xiamen University whose teaching and research span leadership, top management teams, organisational behaviour, human resource management, corporate culture and Chinese management philosophy. Her academic experience includes visits and exchanges at institutions such as Queensland University of Technology, Rutgers, UIUC, Harvard and UMass, alongside extensive executive training and consulting.

Areas of expertise

LeadershipOrganisational BehaviourHRMCorporate Culture

Selected highlights

Research published in leading Chinese and international management journals
National and provincial research-project experience
Executive training and consulting across energy, finance, manufacturing and public-sector organisations

Professor & Doctoral Supervisor

Professor Bai Haiqing

School of Journalism and Communication, Xiamen University

Professor and doctoral supervisor at Xiamen University with an interdisciplinary background spanning engineering, management and digital communication. His work covers enterprise IT strategy, e-commerce, management information systems and new-media operations. Before academia he accumulated around eight years of corporate and consulting experience with organisations including Kingdee, Yonyou and Aon.

Areas of expertise

Digital StrategyE-commerceInformation SystemsNew Media

Selected highlights

Doctoral training in information management at Renmin University Business School
Around eight years of pre-academic industry and consulting experience
Project experience involving China Shenhua, China Telecom, Beijing Subway and other major organisations

Professor & Doctoral Supervisor

Professor Ji Yuhua

College of Foreign Languages, Xiamen University

Scholar of English language and literature whose work spans public speaking, interpreting, intercultural communication, critical discourse analysis, pronunciation and foreign-language pedagogy, with an additional focus on translating and communicating Chinese culture internationally. Her career includes academic visits, research and teaching experience in the UK, US, Canada and Australia.

Areas of expertise

Public SpeakingInterpretingIntercultural CommunicationLanguage Education

Selected highlights

More than 70 academic papers
More than 80 books, teaching materials and related publications
Extensive international visiting, research and teaching experience

Professor

Professor Wang Fei

Department of Advertising, Xiamen University

Applied-psychology scholar whose research connects branding, advertising, consumer psychology, risk communication and social psychology. Her teaching includes Brand Studies, Advertising Planning, Social Psychology and Experimental Methods, bringing psychological research methods into communication and marketing questions.

Areas of expertise

BrandingAdvertisingConsumer PsychologyRisk Communication

Selected highlights

PhD in Applied Psychology from the Chinese Academy of Sciences
Teaches branding, advertising planning, social psychology and experimental methods
Author or contributor to specialist work including Experimental Advertising

Professor / Chief Quantitative Analysis Researcher

Professor Liu Yu

Xiamen University / Geely Talent Development Group

Interdisciplinary quantitative economist trained across economics, statistics, mathematics and computer science. His work spans econometrics, macroeconomic models, financial econometrics, spatial economics and AI forecasting. He previously served as a professor at Xiamen University’s Center for Macroeconomic Research and worked with an IMF modelling group, and now combines quantitative research with teaching in econometrics and machine learning.

Areas of expertise

EconometricsMacroeconomic ModelsMachine LearningQuantitative Analysis

Selected highlights

Economics PhD and computer-science master’s training at the State University of New York
Research experience with an International Monetary Fund modelling group
Contributor to macroeconomic modelling work including CQMM

Lecturer

Dr Muhammad Usman

Curtin University Malaysia

Business-management scholar and lecturer at Curtin University Malaysia, previously a postdoctoral researcher at Xiamen University’s School of Management. His research covers organisational behaviour, HRM, industrial-organisational psychology, leadership, personality, knowledge management and employee wellbeing, supported by teaching experience across undergraduate, master’s and doctoral business programmes.

Areas of expertise

Organisational BehaviourHRMLeadershipWellbeing

Selected highlights

PhD in Business Management from the University of International Business and Economics
Former postdoctoral researcher at Xiamen University School of Management
Recipient of Curtin Malaysia’s 2025 Faculty of Business Excellence in Research Award

Lecturer

Dr Lu Jinting

Zhengzhou University of Aeronautics and Industrial Management

Advertising scholar and lecturer whose work connects brand communication, media and new-media operations, consumer behaviour, advertising planning, marketing and product operations. She has taught at university level since 2010, covering courses including Advertising Planning, New Media Operations, Brand Communication, Marketing, Consumer Behaviour and Product Operations.

Areas of expertise

Brand CommunicationNew MediaConsumer BehaviourAdvertising

Selected highlights

PhD in Advertising from Xiamen University
Long-running university teaching experience in advertising and marketing
Participation in provincial and institutional teaching and research projects

Lecturer & Management Researcher

Cao Ting

School of Management, Ningbo University of Finance & Economics

Lecturer and management researcher at Ningbo University of Finance & Economics with doctoral-stage management training at Xiamen University and an academic exchange at the University of Guelph. Her research focuses on technological innovation and collaboration, corporate social responsibility and ESG, entrepreneurship, risk-taking, organisational behaviour and leadership, alongside teaching in statistics, strategy and entrepreneurship.

Areas of expertise

InnovationESGEntrepreneurshipStrategy

Selected highlights

Doctoral-stage management training at Xiamen University
Academic exchange at the University of Guelph
Research published in Chinese Management Studies, Heliyon, Sustainability and related outlets