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Dr Wasim Ahmad

Lecturer in Marketing

Wasim Ahmad

S W Dr

West Pavilion D12



Research overview

He undertakes research in various marketing topics including consumers’ negative emotions and extreme responses (for brands and products), cross-cultural consumer behaviour, and development and marketing/commercialization of product innovations. His research works have appeared/forthcoming in outlets such as the Journal of Business Research, Industrial Marketing Management, International Marketing Review, Annals of Tourism Research, among others. 


Wasim Ahmad joined Lancaster University Management School in January 2024. He earned his Ph.D. in Marketing from Business School, University of International Business and Economics, and a PostDoc from Florida State University. 

Before joining LUMS, he worked at Monash University, Florida State University, Teesside University, and Fujian University of Technology, where he undertakes research, taught modules at both undergraduate and postgraduate levels, as well as led modules. 

Current Teaching

Wasim is specialized in International Marketing and Consumer Behavior. He has taught modules including International Marketing, Services Marketing, Customer Relationship Management, and Strategic Brand Management. At LUMS, he is invloved in the follwoing modules:

  • MKTG301 Strategic Marketing
  • MKTG315 Managing Marketing Innovation 
  • MKTG101 Introduction to Marketing 
  • MKTG212 Marketing Research

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