Madeline Tan

My research interest scope around:

Education for Sustainable Development (ESD): How sustainability principles can be embedded into higher education curriCreatecula, especially in business and management schools.

Experiential and innovative pedagogy: Using simulations, workshops, escape rooms, AR experiences, and interactive assessments to develop sustainability awareness, decision-making, and employability skills.

Sustainability in business practice: Exploring how companies (e.g., Pandora, L’Oréal, Malaysia Airlines) integrate sustainable innovation, technology, and social entrepreneurship into strategy and customer engagement.

Social enterprise and student entrepreneurship: Supporting initiatives like Motiv8 and Enactus where students experience and develop transformative skill, examining their role in driving sustainable impact and developing future-ready leaders.

Consumer behaviour and sustainability: Investigating digital, social media, and behavioural economics influences on sustainable consumption and customer relationship management.

My teaching specialism lies in strategic marketing, entrepreneurship, and sustainable business education, underpinned by experiential, innovative, and employability-focused pedagogy that prepares students for sustainability-driven careers.

Commercial Engagement

• Industry Partnerships & Consultancy Projects

  • Collaborative projects with L’Oréal (Brandstorm Challenge, sustainable product/service innovation).

  • Engagement with Malaysia Airlines (MHExplorer campaign, sustainability in airline services).

  • Partnerships with local Hertfordshire SMEs and social enterprises through modules like Sustainable Impact Project and Strategic Product Management (e.g., product/service co-creation, prototype development, live consultancy).

  • Engagement with corporate sustainability leaders (e.g., CSO of Malaysia Aviation invited as guest speaker).

• Simulation & Pedagogical Innovation

  • Development and application of the Brickonomics business simulation game for sustainability decision-making.

  • Design of gamification, and escape room activities that could be extended for commercial educational use.

Public & Community Engagement

• Community Sustainability Initiatives

  • Leading Thrift Shop sales projects during Sustainability Week and Earth Day, raising funds for Enactus Hertfordshire projects.

  • Supporting Enactus Motiv8 programme as a case of social entrepreneurship success.

• Policy & Education Advocacy

  • Embedding Education for Sustainable Development in higher education curricula as part of institutional leadership.

  • Promoting UNSDG integration into business education and community learning.