Maktoba Omar


    Accepting PhD Students

    PhD projects

    International Business Strategy,
    International Marketing Strategy,
    Emerging Marketing/Countries,
    Foreign Direct Investment (FDI),

    Willing to speak to media

    Calculated based on number of publications stored in Pure and citations from Scopus

    Research activity per year

    Personal profile

    Research Interests



    I am an Associate Head of School for Student Experience and Senior Fellow of the UK HEA

    Research and Leadership Responsibility

     I was awarded a PhD at Leeds University Business School for a body of work that analysed the contextual determinants of standardisation and entry strategies. Since then I have published extensively on the internationalisation of FDI and emerging regions. My publications can be found in world leading journals including the International Marketing Review, European Business Review, Critical Perspectives on International Business, The Journal of Product & Brand Management and the Journal of Brand Management. My research interests focus on International business in relation to emerging regions around the world, especially in the key areas of International Business Strategy and Foreign Direct Investment.  I was selected for the RAE 2008.

     As a result of my leadership and expertise in the above areas, I was invited to work with Harbin University of Commerce in China towards the achievement of a major project funded by the Ministry of Agriculture. Further invitations to Zhengzhou University of Light Industry, University of Hong Kong, Halmstad University, Nanjing Audit University (China), Dongbei University (China) and the University of Geosciences (Wuhan, China)  saw me  present my research, teach  and conduct workshops.

     As Principal Lead and as a member of a team, I have successfully attracted research funding and income generation from diverse sources including: KTP with The Environment Exchange Limited, Project Green and Active Living with the Qatar National Research Foundation, and KTP with Multiply Limited, The latter was the winner of the Knowledge Exchange Awards in 2018.

     Currently, I am the Leader of the International Business and Emerging Market Subject Interest Group. Prior to this, I was the Leader for the Marketing and Consumer Behaviour Research Cluster in my previous institution. In both roles, my duty is to support and develop research staff and nurture Early Career Researchers toward publication and/or funding opportunities. In addition, I line manage members of staff at different career levels and provide full support to ensure their confidence in achieving their aspirations.

     As a DOSs or a member of the supervisory team, I have extensive experience across a wide range of subjects.  I have 18 doctorate completions with very minor corrections. I have, and continue to act as an external examiner, internal examiner and panel chair.

     Teaching and Leadership Responsibility

    I have worked in higher education for over 20 years, and my teaching experience covers the full spectrum of undergraduate and postgraduate including, MBA, CIM and Doctorate programmes. I also have a widespread experience in teaching overseas including Hong Kong, China, Germany, Sweden and the USA. This has not only expanded my knowledge of International Business but also given me the opportunity to integrate into diverse cultures with diverse teaching methods.

     My external responsibilities include acting as external examiner in a number of universities including De Montfort University, The University of Hong Kong, Regent’s University, University of Greenwich and Queen Margaret University. I have also acted as a member of validation committees including Hong Kong Vocational Training Council, Leeds Metropolitan University and Glasgow Caledonian University. I have been invited to work with University of Applied Sciences, Osnabrück, Germany. Additionally, I have worked with the International Trade Centre of United Nations as an International Consultant for Marketing & Branding.  I was also invited to be a member of Grant Awarding Committee and Carnegie Trust Research Assessor in Scotland.

     I have had extensive programme leadership responsibilities at both my present and  previous appointments. These include being the Programme Leader for MSc in Marketing (full time, part time students) and the Programme Leader for MSc in Marketing with English as a Foreign Language (full time students); Programme Leader for the undergraduate BA (Hons) Marketing Management suite which included Marketing Management; Marketing Management with Entrepreneurship; Marketing Management with Languages, Marketing Management with Consumer studies; Marketing with Digital Media and Marketing Studies at Edinburgh Napier University. Also, I was appointed as Programme Director for BA International Business Management in the School of Strategy and Leadership at Coventry University with the objective to review the course.

     I lead module delivery teams and ensure the effective management of module administration. My ethos for teaching is to consistently provide students with a transformative learning experience by designing and delivering research-informed teaching, with embedded employability and an internationalised curriculum. Consequently, this saw my very high achievement for student satisfaction.

    Expertise related to UN Sustainable Development Goals

    In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

    • SDG 10 - Reduced Inequalities
    • SDG 12 - Responsible Consumption and Production

    Education/Academic qualification

    International Business, Doctorate, contextual determinants of standardisation and entry strategies, University of Leeds

    Award Date: 19 Oct 1999

    External positions

    External examiner , Queen Margaret University


    External member of the validation Board , Glasgow Caledonian University

    14 Nov 2018 → …

    External examiner , University of Greenwich


    Carnegie Trust Research Assessor, Carnegie Trust


    External examiner , Regent's University London


    International consultant (Marketing and Branding), United Nations Development Programme


    External examiner , University of East London


    external panel member for the Validation , Leeds Metropolitan University

    23 Mar 2005 → …

    external examiner , De Montfort University


    External examiner , The University of Hong Kong



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