Dr. Manel Khadraoui is an assistant professor of marketing at Tunis Business School. She has a doctorate in marketing, a master degree in marketing, a master degree in e-management, a master degree in coaching from Tunisian and French universities and several certifications (Big data, Scrum management, hypnotherapy…). Dr. Khadraoui’s research interests cover various topics related to social marketing, societal marketing and relationship marketing. She believes in the value of interdisciplinary studies and the importance of multi-method approaches. She is recently undertaking studies combining marketing and data analytics to uncover the power of data in knowledge creation.