Dr Joe Hazzam


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

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


  • 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.



  • Marketing and Digital Communications
  • Social Media and Content Planning


  • Management of a Digital Marketing Project


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

UK University

StudentCrowd University Awards 2022

for Job Prospects

StudentCrowd University Awards 2022

for Student Satisfaction

Complete University Guide 2022

for Social Inclusion

The Times and The Sunday Times Good University Guide 2023

for Course Content

StudentCrowd University Awards 2022

of Research Impact is ‘Outstanding’ or ‘Very Considerable’

Research Excellence Framework 2021