Esraa Karam Moharam Abdellatif

FHEA, CMBE, MSc, BSc, Pg(Dip), Pg(Cert), Dr

Personal profile

Personal Statement

I am a fellow of the Higher Education Academy (HEA) and certified management and business educator (CMBE) from the Chartered Association of Business Schools (CABS). In October 2016, I joined the Department of Marketing at the University of Strathclyde as a PhD marketing researcher. Prior to October 2016, I was an Assistant Lecturer at Cairo University where I got my Bachelor of Commerce from in May 2011 and my MSc. in Business Administration in November 2014 in the consumer behaviour track.

For the past eight years, I have taught a variety of subjects that are related to my research and teaching interests. My research interests include Actor/Customer Engagement, Service-Dominant Logic, Value Co-Creation, Artificial Intelligence, Service Innovation, Digital Marketing, Customer Experience and Customer Behaviour.

Research Interests

My research interests include:

  • Actor/Customer Engagement
  • Artificial Intelligence
  • Service Innovation
  • Digital Marketing
  • Customer Experience
  • Consumer behaviour

Teaching Interests

I am a Fellow of the Higher Education Academy (HEA) and was nominated for the Strathclyde Teaching Excellence Awards (TEA) several times in May 2018 for the 'best tutor' category; in May 2019 for the 'most supportive' category and in June 2020 for the 'best tutor', 'most supportive' and 'best personal tutor of the year' categories.

I have substantial teaching and lecturing experience. My teaching efforts are addressing different marketing-related courses including marketing principles, introduction to marketing, digital marketing, international marketing, marketing promotion and communication, and strategic marketing. In addition to teaching other subjects in the management area that include management in a global context, business principles, project economics, sales management, and production and operation management. 

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification

Master of Business Administration, Marketing Dissertation , Cairo University

1 Jul 20131 Oct 2014

Award Date: 1 Oct 2014

Bachelor of Commerce, Business Administration Major, Cairo University

15 Sept 200715 May 2011

Award Date: 1 Jul 2011

External positions

Assistant Lecturer at Business Administration Department, Cairo University

5 Apr 20121 Oct 2016


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