Dr. Vaishali Sethi is an award-winning Associate Professor and Course Lead at University Canada West in Vancouver, where she leads Marketing Management, Sustainable Marketing and Sustainable Business Practices. She also teaches graduate courses at Douglas College. Over more than 18 years she has taught, researched and worked in industry in Canada and internationally.

Her teaching is inclusive, experiential and student-centred. She sees an instructor as a leader, mentor and role model, and she builds courses around real client projects, case studies, simulations and collaboration so that students leave confident, independent and career-ready.

“An instructor is a leader, mentor and role model who empowers students to become confident, independent, career-ready professionals.”

Her research focuses on sustainable consumer behaviour, green purchasing and the Theory of Planned Behaviour, along with newer work on AI in retail, brand evangelism and experiential learning. She has published in journals including the Journal of International Consumer Marketing, The International Review of Retail, Distribution and Consumer Research, Journal of Promotion Management and The CASE Journal, and has presented across North America, Europe, Asia and South America.

Before academia she worked in trade finance at YES Bank, in material planning and client negotiation at SANYO, and in content development, experience she brings into the classroom every week. She holds a PhD from IKGPTU, a PGDBM (MBA equivalent) from NIILM-CMS, a B.Sc. (Hons) in Mathematics from Kirori Mal College, University of Delhi, and the Provincial Instructor Diploma from Vancouver Community College.