Introducing Dr. Tina Singh

Marketing at the centre of business

As Tina progressed through her education, the ideas she encountered began to give names to the strategies she had witnessed in her father’s stores. She came to understand marketing as an integral part of business.

“Marketing is applicable in every aspect of an organization,” she says. “It’s at the very core of any organization’s survival.”

As organizations gain access to more information, modern marketers need to be able to read and interpret data, Tina explains. But numbers cannot be considered in isolation. Strong decisions require analytical thinking paired with a genuine understanding of the people behind the information.

“The only way to curb that knowledge gap is to make data-informed decisions,” she says. “That is where the analysis piece comes into play. That is where your strategic thinking comes into play.”

It is also why Tina believes marketers must resist relying on assumptions. A promising product or campaign will not necessarily succeed simply because the organization believes in it. Marketers need to investigate the problem, deeply understand the customer and test their thinking.

Going beyond marketing microcredentials

As Chair, Tina is helping shape a portfolio of marketing programs at the University of Fredericton that reflect the realities of the profession. The first-of-its-kind 100% online Master of Digital Marketing program, for example, helps students understand the strategy behind digital marketing so they can become even smarter marketers.

UFred’s digital marketing master’s degree is unlike micro credentials commonly seen online. “What creates that product differentiation is the depth,” she says. “At UFred, you end up applying what you learn while you are learning.”

Rather than completing a surface-level analysis, students work through a complex question from beginning to end. Their two-part major research project takes them through the process of investigating a marketing problem. This strengthens the students' ability to research, write and make recommendations grounded in evidence.

Since marketing moves quickly, education cannot remain static. Tina connects with employers and marketing professionals as part of a professional advisory committee. These discussions are guided by a practical question: What knowledge and skills will graduates need to contribute in the workplace? Input from the committee helps keep UFred’s marketing program relevant.

Applied learning through collaboration

Tina brings extensive academic knowledge to the classroom, but she does not view education as a one-way exchange. Working professionals arrive with knowledge of their own, shaped by different industries, roles, cultures and experiences.

“My teaching style, like my management style, like my lifestyle, is collaborative,” she says. “I look at myself as a convener more so, where I channel the conversation.”

Her most rewarding moments arrive when students take an idea from class and use it in their work. That application is the clearest sign her teaching has made a difference. “If the student is able to apply theory to practicality at work, that’s it,” she says. “Then you know your job’s done — that gives me immense joy.”

Her life outside academia

Tina’s interest in how people learn extends beyond her work, too. She spends much of her time with her young son in Moncton, New Brunswick. These days, she is fascinated by how toddlers explore and learn through touch and play.

On weekends, she enjoys wandering local farmers’ markets, supporting local producers and spending time near the water. At home, she is happy to watch a familiar favourite, Brooklyn Nine-Nine, on repeat.

To learn more about Tina, read her announcement of appointment.