Teaching
Dr Ahmed Al-Abdin brings a distinctive, energetic and deeply student-centred approach to teaching across undergraduate, postgraduate, MBA and doctoral levels. Over the course of his academic career, he has taught a wide portfolio of modules including Marketing Strategy, Marketing Communications, Branding, Retail Marketing, Corporate Communications, Strategic Branding, Systematic Reviews, and a range of other marketing and management subjects.
Ahmed’s teaching style is anything but conventional. At its heart is a commitment to creating an interactive, inclusive and intellectually lively classroom where students are not passive recipients of knowledge, but active participants in the learning journey. His sessions are often designed as an “interaction bonanza”, blending rigorous academic content with real-world application, debate, creativity and moments of genuine surprise.
A passionate music enthusiast and former DJ, Ahmed frequently draws on music, popular culture and storytelling to bring complex ideas to life. He also makes extensive use of technological innovation, including VR simulations, immersive learning activities, AI-supported exercises and experiential teaching methods that encourage students to think, question and apply theory in meaningful ways. His approach reflects a belief that teaching should not only inform students, but also energise, challenge and inspire them.
One of Ahmed’s signature teaching practices is his use of “mystery” guest speakers. Students often find themselves unexpectedly joined by high-profile industry professionals, alumni and senior practitioners who bring fresh insight, lived experience and practical wisdom into the classroom. These moments help students connect academic ideas with real career pathways and broaden their understanding of what marketing, branding and business can look like in practice.
Ahmed is a serial teaching award winner and has been recognised internationally for his teaching excellence. His work is characterised by a strong commitment to student engagement, employability, inclusivity and innovation. More recently, he has embedded artificial intelligence into the curriculum as a supportive learning tool, while maintaining a strong emphasis on critical thinking. Rather than encouraging students to accept AI outputs uncritically, Ahmed uses AI as a way to sharpen students’ judgement, deepen their analytical skills and help them become more thoughtful, reflective and responsible users of emerging technologies.
Never one to stand still, the next phase of Ahmed’s teaching pursuits may even venture into the unexpected world of marketing ventriloquism: a playful but purposeful extension of his belief that learning becomes more powerful when students are surprised, entertained and invited to see familiar ideas from unfamiliar angles.
Overall, Ahmed’s teaching is defined by creativity, warmth, intellectual challenge and a genuine commitment to student transformation. His classrooms are memorable not because they are performative, but because they are carefully designed to help students feel engaged, supported, stretched and inspired to think differently.
Modules for 2026-27
Marketing Ethics, Sustainability & CSR
Module code: MKIB270
Role: Teaching
Strategic Branding
Module code: ULMJ540
Role: Module Co-ordinator
Strategic Branding
Module code: ULMS540
Role: Module Co-ordinator