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Dr. Hellena Mohamedy Mushi (PhD) is a Tanzanian Senior Lecturer in Marketing at Mzumbe University.  She holds Post Doctorial in Investments from COMSAT University Pakistan in 2023. She holds also a PhD in Marketing with a focus on Consumer Behaviour and Market Analysis from Universiti Utara Malaysia (UUM), completed in 2017. Her doctoral research explored factors influencing consumer behaviour in purchasing pirated music CDs in Tanzania. With research interests spanning marketing theory, consumer behaviour, quantitative impact assessment, and market-based research, Dr. Mushi has published extensively in both local and international journals. She has held various academic and managerial roles at Mzumbe University, showcasing a rich blend of teaching, research, and community engagement experience. As of January 2023, Dr. Mushi serves as the Head of the Department of Research, Consultancy, Short Courses, and Outreach Activities at Mzumbe University Mbeya Campus College. She excels in teaching a range of business and marketing courses and actively supervises Master's students in their research endeavors. Fluent in English and Kiswahili, Dr. Mushi remains dedicated to advancing marketing knowledge and contributing to Tanzania's higher education landscape. Her certifications and extensive research portfolio underscore her commitment and expertise in the academic sphere.