Dr Yasser Mahfooz

Dr Mahfooz is a Senior Lecturer in Strategic Marketing at De Montfort University, where he also leads the Digital Marketing Strategy module. With over two decades of diverse experience in higher education, his expertise spans teaching, leading module and programme, curriculum development, research, and quality accreditation.
As an academic leader, Dr Mahfooz has held pivotal roles in universities across India, Saudi Arabia, and the UK. He is a dedicated mentor, regularly serving as a reviewer and examiner for PhD candidates, and contributes scholarly reviews for indexed journals. Additionally, his case studies are featured in business school textbooks, enhancing the learning experience for students worldwide.
Dr Mahfooz is passionate about both individual and collaborative research and teaching, particularly within marketing and interdisciplinary contexts. His commitment to academic excellence is evident through his ongoing contributions to the field.

• Amin, M., Herjanto, H., & Mahfooz, Y. (2023). COVID-19 and Hotels: Perceived risks, self-protective intention, and intention to stay. Asia Pacific Journal of Innovation in Hospitality & Tourism, 12(1), 121-141.
• Herjanto, H., Amin, M., & Mahfooz, Y. (2022). Consumer research during the COVID-19 pandemic: a systematic review. Nankai Business Review International, 13(4), 587-629.
• Tyagi, I., Mahfooz, Y., Kashif, M., & Anjum, A. (2021). COVID-19: Journey so far and deep insight using crowdsourced data in India. MAPAN, 36, 33-46.
• Ahmad, F., & Mahfooz, Y. (2019). Effect of viewership and information on materialism and compulsive buying behavior- A comparative study of television and digital advertising. Archives of Business Research, 7(12), 321-331.
• Ahmad, F., & Mahfooz, Y. (2019). End of ban on women driving in Saudi Arabia-Implications for automobile brands. Archives of Business Research, 6(12), 303-313.
• Ahmad, F., & Mahfooz, Y. (2018). The effect of advertising information on materialism and buying behavior- An empirical study. Journal of Economics and Business, 1(4), 609-617.
• Mahfooz, Y., & Al-Aali, A. (2016). The perfect Saudi retail recipe? Food for thought. Journal of Competitiveness Studies, 24(1/2), 16-34.
• Mahfooz, Y. (2015). Brand equity- consequence relationship: Evidence from automobile industry. International Journal of Business Management, 10(3). 81-90.
• Mahfooz, Y. (2014). Relationship between service quality and customer satisfaction in hypermarkets of Saudi Arabia, International Journal of Marketing Studies, 6(4), 10-22.
• Mahfooz, Y. (2014). An empirical study of the relationship between store access convenience, customer satisfaction and word of mouth. In International Interdisciplinary Business-Economics Advancement Conference (IIBA) Conference Proceedings, 155-164.
• Mahfooz, Y., Al-Motairi, M., Ahmad, F. & Khan, A. (2013). A study of the service quality issues of internet banking in non-metro cities of India. Journal of Advanced Management Science 1(1), 75-79.
• Babu, G. S., Ahmed, S., Mahfooz, Y., & KS, G. (2008). Knowledge Generation Process: A measurement approach, edited book titled “Knowledge Management: Transferring, Managing and Maintaining Knowledge for Nation Capacity Development”, Universiti Utara Malaysia, Malaysia, 270-275.

• Marketing Capability and Business Performance
• Digital Marketing

• Digital Marketing
• Strategic Branding

• DLitt
• PhD
• MBA
• BTech

• BBMK1001- Foundations of Global Business in the Digital Age
• BMMM5002-Strategic Brand Management
• BMMM5004-Digital Marketing Strategy

• Best Faculty Award for Academic Excellence through Effective Education and Student Participation by the College of Business Administration, King Saud University, Saudi Arabia (2019).
• Canadian Studies Faculty Research Fellowship by International Council for Canadian Studies and Department of Foreign Affairs and International Trade, Canada (2011).
• Nominated for Faculty Exchange Program under IV UGC and Tertiary Education Commission Agreement to visit Mauritius (2010).

• Project Management Professional (PMP) by Project Management Institute (PMI)
• Professional Scrum Master I- Scrum.org

• Canadian Studies Faculty Research Fellowship by International Council for Canadian Studies and Department of Foreign Affairs and International Trade, Canada. Principal Investigator for research on Indian ethnic groups.
• Research grant by the University Grants Commission (UGC), India. Principal Investigator to study issues related to female employees in Information Technology sector across India.
• Research grant by the University Grants Commission (UGC), India. Principal Investigator to study the implementation of Enterprise Resource Planning (ERP) packages in Small and Medium Enterprises in India.

• Creating Value through Marketing Mix- The success story of Goody. In Essentials of Modern Marketing. KAFADS & Kotler Impact (Accepted)
• The Newspaper Design Edition Campaign. In Keller, K.L., & Swaminathan, V. (2020). Strategic Brand Management- Building, Measuring, and Managing Brand Equity, 5/E). Essex, UK: Pearson Education.
• Incredible India- Incredible Indeed. In Clow, K. E., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications (8/E). Essex, UK: Pearson Education.
• Almarai. In Clow, K. E., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications (8/E). Essex, UK: Pearson Education.
• Lipton Controversies: A lesson in Damage Control. In Clow, K. E., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications (8/E). Essex, UK: Pearson Education.
• Tata Nano: Is small always beautiful? In Jham, V. & Gupta, B. (2009) Cases in Management: Indian and International Perspectives, Biztantra (Unit of Wiley Books), 185-192.

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