Dr Joe Hazzam

Lecturer

School of Justice, Security and Sustainability

I am an enthusiastic and motivated marketing scholar interested in making contributions to both theory and practice. I have three years of teaching experience in higher education, in the areas of marketing research and digital marketing at both undergraduate and postgraduate levels.

My academic teaching and research interests are augmented by seventeen years of practical marketing experience, focusing on strategic and digital marketing. I design and deliver professional digital marketing courses for entrepreneurs and practitioners supporting their successes in digital marketing environments.

I am passionate about student engagement and am committed to student-centered learning, always employing diverse teaching, learning and assessment methods.

My scholarly interests are broadly within the field of international and digital marketing. I am particularly interested in the development of cross-cultural, digital and social media marketing capabilities that may play a role in improving customer experience and organisational performance. My research portfolio includes several research papers published in the top-tier marketing journals such as Journal of Strategic Marketing and Journal of Marketing Theory & Practice among others

Professional memberships and activities

Member of the American Association of Marketing
Member of the Australian Marketing Institute, member ID 61149443
Certified Practising Marketer, Australian Marketing Institute, Credential ID 37402317 https://certificates.ami.org.au/joehazzam
Digital Marketing: customer engagement, social media, planning & analytics, Columbia Business School https://certificates.emeritus.org/JoeHazzam

Academic qualifications

PhD – International marketing capabilities in the digital age: the role of social media technologies and firm cultural intelligence, The British University in Dubai, UAE
MBA in Business Marketing, American University of Technology, Lebanon
BSc in Biochemistry, The Lebanese University, Lebanon

Expertise

Data analysis using SPSS and AMOS statistical packages
Structural equation modelling and multi-group moderation analysis
Search engine marketing including search engine optimisation and pay per click search and display google campaigns
Social media campaigns including Facebook business manager and LinkedIn.
Email campaigns using Mailchimp and constant contact.
Website optimisation using WordPress content management system.

Research interests

Digital and social media marketing capabilities
Organisational and individual cultural intelligence in international marketing
Social media marketing and customer engagement
consumers’ decision-making in service marketing
Student online engagement

Enterprise and commercial interests

Designed and delivered the Digital Marketing Professional course supporting 38 entrepreneurs and marketing practitioners to develop and execute digital marketing strategies including SEO, PPC search and display campaigns, social media and email campaigns.
Co-organise and invite industry leaders to the employer forums providing internship opportunities and career advice to the students.
Develop and organise entrepreneurship and innovation competition for high school students in collaboration with industry leaders and entrepreneurs.

Teaching

Undergraduate

Marketing and Digital Communications
Social Media and Content Planning

Postgraduate

Management of a Digital Marketing Project

Publications

Hazzam, J. (2021). The moderating role of age on social media marketing activities and customer brand engagement on Instagram social network. Young Consumers, https://doi.org/10.1108/YC-03-2021-1296

Hazzam, J., & Wilkins, S. (2021). International marketing capabilities development: the role of firm cultural intelligence and social media technologies. Journal of Marketing Theory and Practice, DOI:10.1080/10696679.2021.1946409

Wilkins, S., Hazzam, J., & Megicks, P. (2021). Consumers’ propensity for rollover service contracts: the influences of perceived value, convenience and trust on service loyalty. Journal of Strategic Marketing, 1-16, DOI:10.1080/0965254X.2021.1946127

Wilkins, S., Hazzam, J., & Lean, J. (2021). Doctoral publishing as professional development for an academic career in higher education. The International Journal of Management Education, 19(1), DOI: 10.1016/j.ijme.2021.100459

Sajwani, Z.S., Hazzam, J., Lahrech, A. & Alnuaimi, M. (2021). A strategy tripod perspective on merger effectiveness in the higher education industry: the mediating role of future foresight. International Journal of Educational Management, 35(5), 925-942. https://doi.org/10.1108/IJEM-11-2020-0525

Hazzam, J., & Lahrech A. (2018). Health Care Professionals’ Social Media Behavior and the Underlying Factors of Social Media Adoption and Use: Quantitative Study. Journal of Medical Internet Research, 20(11). DOI: 10.2196/12035

joe.hazzam@staffs.ac.uk