Contact Information
Sadaf Taimoor is a Lecturer at the Ivey Business School. She earned her MSc in Marketing & Strategy from the University of Warwick, UK, and is ABD in her Doctorate in Education at the University of Calgary. Her research interests span consumer behavior and higher education, with a particular focus on higher education policy, governance, institutional competitiveness, and the experiences and consumer decision-making in higher education. Her work examines how changing policies, institutional environments, and market dynamics shape the experiences and decisions of students and other stakeholders in higher education.
Sadaf is an award-winning case writer and researcher whose cases have been published by Ivey Publishing and other internationally acclaimed case journals. Her contributions to case scholarship have been recognized by the Paul R. Lawrence Fellowship for Case Scholarship, 2026. Her case-writing work draws on her expertise in marketing, strategy, and education to examine complex organizational and marketplace challenges and translate them into engaging learning experiences. In addition to her case scholarship, Sadaf contributes to the academic community as a reviewer for the Case Research Journal and as a reviewer and Editorial Board Member for the Canadian Journal for New Scholars in Education.
Sadaf teaches Marketing and Strategy and is committed to equity and inclusion in learning design. She uses the case method as a central pedagogical tool, creating experiential and discussion-driven learning environments in which students engage with diverse perspectives, connect theory to practice, and develop the critical thinking required to navigate complex business and organizational challenges. Her teaching philosophy is grounded in three principles: cases, conversation, and critical thinking.