College / Department

Teaching areas

Advertising, Digital Marketing, Content Marketing, Creative Strategies, Integrated Marketing Communications,Campaigns Management,Global Advertising and Marketing, Mobile Marketing and Islamic Marketing.

Research areas

20Cs:Ecosystems and Digital Platforms, Starts-ups in the Gulf, Entrepreneurship Marketing in the Gulf,Personalised Media and Participatory Culture, Mapping Creative Industries, Branded Content, Management of Creativity,Advertising Agencies in the Gulf, Branding Nations, Technology and Marketing, Digital Advertising, Higher Education, Technology and Creativity in the UAE.


PhD, Faculty of Business, Economics and Social Sciences (Fakultät für Wirtschafts- und Sozialwissenschaften) University of Hamburg, Germany, 2006

Professional experience

American University of Sharjah, UAE, 2009-Current
Johnson County Community College, Kansas, USA, 2009 (Scholar at Residence).
Al-Akhawayn University in Ifrane (AUI), Morocco, 2006-2009
Erfurt University, Germany, 2005-2006
German Near and Middle East Business Association, Hamburg, Germany, 1998-2005/Hamburg University, Germany, 1995-1996


International Association for Media & Communication Research (IAMCR),Journal of Islamic Marketing, International Islamic Marketing Association, Journal of Arab & Muslim Media Research, Arabian Sponsorship Forum

+971 6 515 2686