Mujahid Mohiuddin Babu

Mujahid has joined Coventry University as Lecturer in Marketing in 2016. His main duties revolve around delivering teaching responsibilities, leading modules, providing academic support and carrying out research projects. He has completed his PhD from Alliance Manchester Business School (AMBS), The University of Manchester, being awarded the prestigious Commonwealth Scholarship.

He has gained extensive academic experience, as he delivered several academic responsibilities in the area of marketing, management and quantitative research methods in IBA, University of Dhaka, The University of Manchester and University of Chester. Moreover, he has delivered various consultancy projects with Swisscontact, The British Council, KATALYST (DFID-funded Swisscontact-project), G4S, International Financial Corporation (IFC) and with a leading Price Comparison Website of the UK. He held memberships of Chartered Institute of Marketing (CIM) and American Marketing Association.

His research interest lies in the areas of firm’s strategic orientation, value creation, customer engagement and employee engagement. His research works have been accepted and presented in various leading conferences and journals of business and marketing such as Technological Forecasting and Social Change, Journal of Strategic, Strategic Change American Marketing Association (AMA) conference, Academy of Marketing Science (AMS) conference, European Marketing Academy (EMAC) conference and Academy of Marketing (AM) conference.

Research:

Mujahid’s area of research interest revolves around customer co-creation of value, firm’s strategic market orientation (both internal and external), engagement (customer and employee) and their impact on firm’s performance. He has successfully delivered research projects in the areas of market orientation, employee dissonance, firm performance in the context of service industries and consumers’ online behaviour with regard to price comparison websites.

As mentioned his research works have been accepted and presented in various leading conferences and journals of information systen, business and marketing such as Technological Forecasting and Social Change, informataion System Frontiers, Journal of Marketing Management, Journal of Strategic Marketing, Strategic Change, Information Systmems Management, American Marketing Association (AMA) conference, Academy of Marketing Science (AMS) conference, European Marketing Academy (EMAC) conference and Academy of Marketing (AM) conference. Several of his works are presently under review (R&R) with ABS 2* and ABS 3* journals. He also have few works in the pipeline targeting ABS 3* journals. 

Through his research works he has gained experitise and experience in Mixed method as his works applied both qualitative and quantitaitve research.

Technology in marketing, Big data analytpics capability, Consumer behavior, Service marketing and management, Unconventional marketing communications, Marketing strategy; Customer engagement; Employee engagement; Strategic orientation; Customer co-creation of value, Bottom of the pyramid (BoP) market.