Dr Abraham Joseph

Principle Lecturer (Student Experience)


​​As Principal Lecturer – Student Experience in the School of Markets and Economy, Abraham maintains oversight of courses under the School’s portfolio. These courses are taught in Marketing, Fashion, Tourism and Hospitality, and, Accounting and Finance. Abraham brings over a decade of teaching experience to his students and values the impact that higher education can bring to students. He supervises students both at undergraduate and postgraduate levels.

Abraham was Principal Lecturer in Marketing and Course Director for the BA (Hons) Global Business Management course at the London campus. He was instrumental in improving student satisfaction and the assessment and feedback and course management aspects of the course.

Before joining academia, Abraham worked in the IT industry for 8 years in various front-end and managerial roles, including that of a Consultant and General Manager, and he is keen to bring his corporate experience into the classroom to enhance student experience.


  • PhD in Marketing, Newcastle University, 2021
  • PgCert in Academic Practice (Higher Education), Coventry University, 2016
  • MBA, University of Wales, 2005
  • Bachelor of Engineering in Computer Science, India, 1998

Professional and Industry Memberships

  • Fellow of the Higher Education Academy
  • Senior Fellow of the Higher Education Academy (in progress)

Research interests

​​My research interests are largely in the higher education sector and the topics includes corporate rebranding, corporate branding, corporate identity and employee brand engagement

​I am currently involved in an article titled ‘Dissecting the process of employee buy-in in corporate rebranding: An educational institutions perspective’, target journal Studies in Higher Education​


  • Joseph, A., Gupta, S., Wang, Y., & Schoefer, K. (2021). Corporate rebranding: An internal perspective. Journal of Business Research, 130, 709-723.
  • Joseph, A., & Gupta, S. (2021). Case studies as a research methodology. In The Routledge Companion to Marketing Research (pp. 107-118). Routledge.
  • Joseph, A. and Gupta, S. (2022), "Corporate Brand Communication: Identity, Image and Reputation", Foroudi, P., Nguyen, B. and Melewar, T.C. (Ed.) The Emerald Handbook of Multi-Stakeholder Communication, Emerald Publishing Limited, Bingley, pp. 245-262. https://doi.org/10.1108/978-1-80071-897-520221019.
The Queen's Award for Enterprise
University of the year shortlisted
QS Five Star Rating 2023