Esraa Karam Moharam Abdellatif

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


Research output per year

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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

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Research Output

  • 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
  • 43 Downloads (Pure)

    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

  • 1 Citation (Scopus)


    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)


    • 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