Dr Rohail Ashraf

My teaching philosophy revolves around two basic principles of (i) ‘connecting with the audience’ and (ii) ‘teacher as a coach’. The first principle relates with my belief that student expectations differ within and across different degree program. It is, therefore, important that the pedgagogical complexity of a unit is adapted at the appropriate level of student expectations. Secondly, I believe that the role of an instructor is like that of a “coach” who facilitates a discussion, analyses situations/problems WITH students and in the process finds out solutions by discussing relevant concepts. What is fundamental to my philosophy is that after the course, the student should be able to independently “analyse” a marketing situation, identify “multiple” solutions, “debate” its merits and finally come up with the “most suitable” marketing solution, all by themselves. So get ready for many rounds of Q&A debates!

My philosophy is a result of more than a decade of teaching in HEIs across three countries and nearly all degree/non-degree programs (Undergrad, Masters, MBA, EMBAs, and Executive education).

Phd Co-Supervisions:

1. Howard Robert Dobson (Health and Communication Messages)
2. Mahmood Mir (Humanized Robots in Service)

My research activities mainly revolve around issues related to brands, consumer emotions, consumer relationships, bibliometrics and student sample idiosyncrasies. However, more recently I have also started to explore topics at the intersection of consumer psychology, marketing and emerging technologies.

My work has been published in reputed marketing journals such as Journal of Business Research, Psychology & Marketing, Journal of Consumer Behaviour, Marketing Intelligence & Planning, Asia Pacific Journal of Marketing & Logistics, and Asian Journal of Management Cases.