Umut Ayman completed her Bachelor’s degree in Business at the Eastern Mediterranean University (EMU) and completed her MBA in 1999. Within the EMU Community Involvement Center, Ayman pioneers and provides consultancy services for social responsibility projects. She completed her Communication and Media studies PhD in 2015 and in her thesis she focused on consumption patterns in branded apparel products, its communication and consumers’ decision-making styles from a marketing communication perspective. She also works on campaign designs and launches for products/services for various sectors and is involved in A to Z integrated marketing communication models including luxury consumption, branding, and fashion marketing communication issues. She lectures on an introduction to marketing communication, integrated marketing communication, marketing oriented public relations, marketing communication for social responsibility, IMC research methods, fashion marketing communication, branding and brand management, IMC campaign, and senior project courses. She is working as an Assistant Professor and Vice-chair at EMU, Faculty of Communication, Public Relations and Advertisement Department.