Mahmoud Zakarneh

Dr. Mahmoud Zakarneh is an Assistant Professor in Marketing at Birmingham Business School (BBS), University of Birmingham, based at the Dubai campus. He joined BBS in 2022, teaching postgraduate (MSc) programs including International Marketing, Strategic Marketing, and Marketing Analytics. He previously served as a Lecturer at Kent Business School (KBS) from 2018, with a formal lectureship appointment in 2020.

Education:

• PhD in Marketing, University of Kent, UK (2021)
• MSc in Management with Marketing, Bournemouth University, UK (2015)
• BSc in Marketing, University of Petra, Jordan (2013)

His research centers on Digital Marketing, B2B Marketing, value co-creation, innovation, and business networks. He applies advanced analytical tools such as SPSS, AMOS, SmartPLS3, Gephi, UCINET, and NVivo. His teaching focuses on Marketing Analytics, Services Marketing, Marketing Research, and Strategic Marketing, bridging marketing, management, and innovation disciplines.

The recent articles and work-in-progress reflect a strong trend in digitalized value co-creation and its impact on innovation within business and hospitality networks. His work integrates theoretical models like DART with empirical network analysis, targeting high-impact journals such as the Journal of Travel Research and Journal of Product Innovation Management.

Scientific Awards:

• Associate Fellow of the Higher Education Academy

Dr. Zakarneh has supervised 15 MSc research projects and has been actively involved in academic conferences including EMAC, IPDMC, and ISPIM. Though no external grants are explicitly mentioned, his research agenda suggests ongoing scholarly development with a focus on technology-enabled innovation in service ecosystems. His industry experience in marketing across hospitality, retail, and automotive sectors in the Middle East, USA, and UK enriches his applied research and teaching.

Labs and Research Teams: While no formal lab is mentioned, his work is embedded within collaborative research networks involving scholars like Marian Garcia and Antonis Alexandridis, and he actively participates in doctoral and research colloquia such as EMAC, RADMA, and BAM.