Narmin Tartila Banu
Assistant Professor
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Narmin Tartila Banu
Assistant Professor
Hobbies & Interests:
Narmin Tartila enjoys bird photography. The long stretches of waiting to capture the right moment without disturbing these feathered dinosaur descendants in their natural habitat are a true test of patience. Not surprisingly, that one shot out of fifty—where the eyes, beak, and feathers come through clearly—feels like her 1, bird 0.
She also enjoy biking, where she is somewhere above a recreational rider but well below a professional cyclist. Her proudest (and slightly crazy) stretch was riding about 50 miles to a nearby city (Ottawa to Smiths Falls), and biking back the very next day—100 miles in 48 hours, legs begging for mercy.
More recently, Narmin Tartila picked up pickleball—her hits are still flying far off the court and into the next, so she is desperately working on control.
PhD (Marketing), Carleton University; MBA, National University of Singapore (Exchange program at the University of California, Irvine); BBA, Institute of Business Administration, University of Dhaka.
Narmin Tartila is currently teaching Principles of Marketing, which provides students with a strong foundation in core marketing concepts, and Services Marketing, an advanced course that examines the unique challenges and strategies of marketing services.
Looking ahead, she is eager to develop and teach Marketing and Sustainability. Marketing is often criticized as the discipline that fuels consumerism, yet it can also play a pivotal role in shaping responsible consumption and production. Narmin Tartila aims to prepare future marketing leaders to embrace sustainability not as an add-on but as an essential part of strategy, educating a new generation of responsible marketers who look beyond the bottom line to also safeguard the planet.
Narmin Tartila is also keen to design Marketing in the Era of AI, a course that explores how artificial intelligence is reshaping consumer behavior, marketing strategy, and decision-making in areas ranging from personalization to healthcare.
Narmin Tartila's research spans two complementary streams. The first examines consumer behavior in relation to sustainability, focusing on how messaging style and message source can motivate pro-environmental actions. The second investigates consumer behavior in AI and healthcare, with an emphasis on accountability, regret and adoption. She has presented work from both streams at leading academic conferences in North America and Europe.
Academic & Research Accomplishments
- Publication in the Journal of Marketing Education and the Journal of Business and Industrial Marketing (forthcoming).
- Conference presentations at major international venues (Association for Consumer Research, Society for Consumer Psychology, the American Marketing Association Marketing & Public Policy, Administrative Sciences Association of Canada).
- Best Paper Award and track chair at ASAC.
- Grant for research on inclusive AI and healthcare.
Teaching Accomplishments
- Innovative sustainability-focused assignment in Consumer Culture Theory at Carleton University (integrating classroom and real-world learning).
- Experience teaching diverse learners (Lifelong Learners at the Carleton University Summer Showcase).
- Received the Best Advisor Award from the Academy of Asian Business, Sungkyunkwan University, South Korea, for mentoring students who presented their case at an international competition.
Professional & Industry Accomplishments
- Prior corporate roles at Reckitt Benckiser (Brand Manager, Veet and Mortein) and SAP Asia (Business Analyst in Singapore), bringing practical insights into the classroom.
- Experience training ~200 women entrepreneurs in Bangladesh through World Bank and City Bank projects (Networking, Negotiation, Pitching, and Communication).
- Sustainability advocacy and community initiatives (e.g., “Spring into Sustainability” program and Sprott Shares initiative to facilitate gently used items finding a second home within the community).
Other Achievements
- Media recognition, including being invited as a speaker on the Canadian Broadcasting Corporation (CBC) to discuss responsible food consumption.
- Published public scholarship on sustainability, including a piece in The Conversation on teaching sustainability in marketing and an op-ed in The Straits Times advocating (Singapore) for mindful consumption in today’s consumer-driven era.
- Service to the academic community as a track chair in academic conferences and as a reviewer for the Journal of Consumer Marketing, CHARM (Conference on Historical Analysis and Research in Marketing), and ASAC (Administrative Sciences Association of Canada).