معرفی
Dr. Yasser Mahfooz is a Senior Lecturer in Strategic Marketing at De Montfort University's School of Leadership, Management and Marketing. With over two decades of experience across India, Saudi Arabia, and the UK, he specializes in digital marketing strategy, strategic branding, and marketing capability, while leading the Digital Marketing Strategy module at DMU.
- Qualifications: DLitt, PhD, MBA, BTech
His research bridges strategic marketing, digital consumer behavior, and cross-cultural market dynamics, with a focus on service quality, brand equity, and pandemic response strategies. Publications analyze hypermarkets in Saudi Arabia, automobile branding, and digital advertising's psychological impacts.
Recent work explores crises like the pandemic (2023), crowdsourced data analysis (2021), and comparative advertising effectiveness (2019). A dedicated mentor, he contributes to PhD supervision and journal peer review.
- Scientific Awards: Best Faculty Award (2019), Canadian Studies Fellowship (2011)
Externally funded grants include UGC India projects on ERP implementation in SMEs, female IT employees, and Indian ethnic groups. His certifications (PMP, Professional Scrum Master I) highlight interdisciplinary expertise.
