Mrs. Joy Samuel Akpan is a vision-minded and experienced Marketer/Administrator with a huge wealth of experience gathered from HIBM Consultancy and Professional Studies Ltd, where she worked as Coordinator before taking up appointment with the University of Calabar in 2014 as Graduate Assistant. She is currently an Assistant lecturer in the Department of Marketing, Faculty of Management Sciences, University of Calabar, Calabar, Nigeria. Mrs Akpan is an Associate Member of various renown professional bodies such as National Institute of Marketing of Nigeria, Chartered Institute of Administration, Institute of Chartered Economists of Nigeria and Chartered Institute of Customer Relationship Management of Nigeria. Joy Akpan has been involved in numerous undergraduate teaching, training, and mentoring students for the past five years. She has attended many local conferences and has publications in reputable peer-reviewed journals. Her area of interest is consumer behaviour and services marketing and has co-authored a book titled Consumer Behavior: A Conceptual and Practical Approach. She was the Director of Welfare of the state Chapter of National Institute of Marketing of Nigeria, and is currently the Vice Chairman of the Chartered Institute of Administration Calabar Chapter. She is happily married with children.