Photo of Esraa Karam Moharam Abdellatif

Esraa Karam Moharam Abdellatif

MSc, BSc, Pg(Dip), Pg(Cert), Ms

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Personal profile

Personal Statement

I am currently a PhD student at the Department of Marketing at University of Strathclyde since October 2016 and acting as a chair for the Doctoral Researchers Group at the University of Strathclyde.

Additionally, I am an assistant lecturer at Cairo University where I got my BA of Commerce from Faculty of Commerce in July 2011 and my MSc. in Business Administration in December 2014 in the consumer behaviour track. Currently, I am undertaking my PhD in 'Customer Engagement Marketing'. 

My research interests include topics within the service marketing domain especially Customer Engagement, Service-Dominant Logic and Relationship Marketing as well as the consumer behaviour track.

I also act as a tutor for a variety of subjects that are closely related to my research and teaching interests. 

Research Interests

Consumer Behaviour; Service Marketing; Customer Engagement; Relationship Marketing; Service Dominant Logic 

Teaching Interests

I have been nominated for the Strathclyde Teaching Excellence Awards twice in  2018 and 2019. I have experience in teaching the following classes: Marketing Principles; Marketing Research; Promotion and Marketing Communication; Public Administration; Sales Management; Purchasing and Storage; Introduction to Business; Management and Organizing; Human Resources Management. Currently, I am undertaking the necessary modules to be a fellow of the Higher Education Academy (HEA).

Academic / Professional qualifications

Research Methodology; Quantitative and Qualitative Analysis; Statistics; SPSS; Lecturing; Critical Thinking; Proposal Writing; Academic Writing; Data Collection; Data Analysis; Interpersonal and Communicatin Skills; Presentation Skills; Time Management; Problem Solving; Project Planning and Co-ordination

Education/Academic qualification

Master of Business Administration, Cairo University

1 Jul 20131 Oct 2014

Bachelor of Commerce, Cairo University

1 Oct 20071 Jun 2011

External positions

Assistant Lecturer at Business Administration Department, Cairo University

5 Apr 20121 Oct 2016

Fingerprint Dive into the research topics where Esraa Karam Moharam Abdellatif is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Customer engagement Business & Economics
Marketing Business & Economics
Conceptual framework Business & Economics
Factors Business & Economics
Mobile services Business & Economics
Switching behavior Business & Economics
Egypt Business & Economics
Social innovation Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2014 2019

  • 2 Conference contribution book
  • 2 Paper
  • 1 Article

Customer Engagement Marketing (CEM) framework: a strategic perspective

Karam, E., Alexander, M. & Kumar, V., 13 Jun 2019. 2 p.

Research output: Contribution to conferencePaper

Open Access
Customer engagement
Marketing function

New-age technologies-driven social innovation: what, how, where, and why?

Shaphali, G., Kumar, V. & Karam, E., 7 Dec 2019, In : Industrial Marketing Management. 18 p.

Research output: Contribution to journalArticle

Social innovation
Boundary conditions


Strathclyde Teaching Excellence Award Nomination 2018

Esraa Karam Moharam Abdellatif (Recipient), 11 May 2018

Prize: Prize (including medals and awards)

Strathclyde Teaching Excellence Award Nomination 2019

Esraa Karam Moharam Abdellatif (Recipient), 10 May 2019

Prize: Prize (including medals and awards)

Activities 2008 2019

  • 7 Participation in conference
  • 6 Participation in workshop, seminar, course
  • 1 Visiting an external academic institution

Marketing Research Camp 2019

Esraa Karam (Participant)
8 Jul 20199 Jul 2019

Activity: Participating in or organising an event typesParticipation in workshop, seminar, course

1st Doctoral School Multidisciplinary Symposium 2019

Esraa Karam (Chair), Stephen Ugwuanyi (Chair)
10 Jun 2019

Activity: Participating in or organising an event typesParticipation in conference