Dr Mahmoud Zakarneh

Dr Mahmoud Zakarneh

Dubai Campus
Assistant Professor in Marketing (Dubai)

Contact details

University of Birmingham Dubai
Dubai International Academic City
United Arab Emirates

Dr Mahmoud Zakarneh is an Assistant Professor in Marketing at Birmingham Business School (BBS), Dubai campus. He joined BBS in 2022, teaching at the Postgraduate Taught level (MSc.). Prior to joining BBS, he was part of the Kent Business School (KBS) teaching team since 2018 and was appointed to a lectureship in 2020. His educational background includes a BSc in Marketing from the University of Petra - Jordan, an MSc in Management with Marketing from Bournemouth University (UK) and a PhD in Marketing from the University of Kent (UK). He is an Associate Fellow of the Higher Education Academy.


  • PhD in Marketing, University of Kent, UK, 2021
  • MSc in Management with Marketing, Bournemouth University, 2015
  • BSc in Marketing, University of Petra, 2013


Mahmoud is especially interested in Digital Marketing, Business-to-Business (B2B) Marketing, value co-creation, innovation, and business networks. He is proficient in the use of software programs for data analysis, including SPSS, AMOS, SmartPLS3, Gephi, UCINET and NVivo. Most of his teachings are focused on Marketing Analytics, Services Marketing, Marketing Research and Strategic Marketing. His work provides a useful link among the marketing, management and innovation departments, encouraging research and teaching collaborations.

Prior to pursuing a PhD, he was working in the marketing field across various industries such as hospitality, retailing, wholesaling and automotive in the Middle East, the USA and the UK.


Module Leader - Postgraduate (MSc) level (Academic year 2022-23):

  • International Marketing
  • Marketing and Financial Management
  • International Brand Management
  • Dissertation Module

Teaching interests

  • Quantitative methods in Marketing (Marketing Analytics)
  • Marketing Research
  • Integrated Marketing Communications
  • Services, Technology & Marketing
  • Consumer Behaviour
  • Strategic Marketing

Postgraduate supervision

Postgraduate (MSc) research project - Thesis supervisor (15 students– Postgraduate (MSc))


Conference Proceedings

Zakarneh, Mahmoud, Garcia, Marian and Alexandridis, Antonis (2020). The Impact of the Technology-Enabled Value Co-Creation Process on Innovativeness in Business Networks. In: EMAC 2020 Annual Conference. Budapest: Proceedings of the European Marketing Academy, pp. A2020-64709.

Conference Presentations (refereed)

28th Innovation and Product Development Management Conference (IPDMC) (6-8 June 2021- Milan, Italy).

European Marketing Academy Conference (EMAC) Annual conference (26-29 May 2020- Budapest, Hungary).

The International Society for Professional Innovation Management (ISPIM) Innovation conference (7-10 June 2020 -Berlin, Germany).

[PS: Paper got accepted for presentation at the main conference but cancelled due to Covid-19].

PhD Colloquiums and Doctoral workshops

Research and Development Management Association (RADMA) Doctoral colloquium (June 17-18, Paris, France).

32nd European Marketing Academy Conference (EMAC) Doctoral Colloquium (May 27-28, 2019 - Hamburg, Germany).

KBS PhD conference (June 14,2019 - KBS Canterbury).

British Academy of Management (BAM) workshop (January 21-22, 2019, KBS Medway).

Current projects (Work-in-progress)

Digitalised Service innovation through value co-creation: A hospitality business network context. [Targeted journal: Journal of Travel Research].

Firm innovativeness through DART model for value co-creation: The moderating role of network position [Targeted journal: Journal of Travel Research].

Technology-Enabled Value Co-Creation in Business Networks - The Impact on Innovativeness [Targeted journal: Journal of Product Innovation Management].