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School of Business and Management

Profile

Abtin joined the School of Business and Management at Queen Mary University of London in January 2019 as an Associate Lecturer. He mainly works with Professor Yasmin Ibrahim on Brand Management module for MSc students and Social Media module for undergraduate (third year) students.

In the last 15 years, Abtin has worked as a Marketing & Communications Manager/consultant for companies ranging from £4.5m Turnover up to $60b Corporation in industries including Construction, KBB, Technology, Manufacturing, SaaS, Engineering, Food & Drink, Wholesale, Finance, Professional Services and Hospitality. During his career, he has been exposed to international markets including Europe, Africa, Middle East, Far East and former Soviet Countries.

His colourful and impressive portfolio has enabled him to work as an independent consultant in the UK since 2016 with wide range of businesses clients (i.e. SME, Entrepreneurial, Startup, and Corporation). “I have experienced working for SMEs and large organisations therefore I understand different organisational culture and behaviour”, Abtin says.   

Since 2016 he has found a new passion for teaching and sharing his knowledge and experience with future generations and other professionals in the field. Hence, he has been working as a Visiting Lecturer with Middlesex University, Royal Holloway University of London, Queen Mary University of London and LSPR. He has taught first year, third year undergraduate students and Postgraduate students, topics such as Brand Management & Communications, Place Branding, Brand Crisis (including Brand Hate, Love, and Sabotage), Social Marketing, Media Planning, B-2-B MarComms, Promotion and Advertising and ethical issues in marketing & Communications.

Between Jan 2020 and Jan 2021, he delivered lectures and tutorials for Digital Marketing Strategy and Analytics, Digital Marketing Metrics and Marketing Planning and Strategy modules for MSc students and Integrated Marketing Communications for Undergraduate students at the Bradford School of Management. As a result of his work, he has now developed a blueprint for teaching digital marketing in higher education which includes five main principles of digital marketing: SEO, PPC, CRM systems, email marketing and Social Media.

He studied MSc. Marketing at the University of Stirling in 2006 specialising in Brand Management, Advertising, Social Marketing, Communication strategy, Consumer Behaviour and applications of psychology in Marketing.

Abtin has worked on major Customer Relationship Management and Customer Experience projects since 2013 in which he developed and delivered a complex Salesforce CRM system for a £650m turnover business in London including requirement gathering process, briefing, implementation, integration, customisation, testing and user training. In addition, he reviewed a Dynamics CRM system for a major American Corporation in the UK and reassessed the organisation’s sales processes which led to recommendations to improve the platform and its usability.        

Abtin has a great interest in applications of new technological advances such as AR (Augmented Reality), AI (Artificial Intelligence), LI (Location Intelligence), IoT (Internet of Things) and autonomous vehicles in marketing, communications and consumer behaviour.

Teaching

Undergraduate

BUS321: Business and Social Approaches to Social Media - Opportunities and Issues

Postgraduate

BUSM026: Brand Management

 

Research