Dr Mohamad Abou-Foul

PhD, MSc, BSc (Hons)

Senior Lecturer in Business and Management

Oxford Brookes Business School

Mohamad Abou-Foul


I am part of the Analytics, Information Systems and Operations (AISO) subject group, responsible for teaching postgraduate and undergraduate modules, supervising MBA students in their dissertations and participating in student support.

Teaching and supervision


Modules taught

  • Data Driven Decision Making
  • Managing the Digital Business
I have teaching experience across undergraduate, postgraduate, MBA and MSc programmes with a focus on Digital transformation, organizational theory, and quantitative research  methods, as well as industrial marketing.


  • MBA,
  • MSc


My research interests converge at the intersections of digital transformation, service marketing and orgnasation. The focus of my research is on Product-Service Systems and the servitization of manufacturing, in addition to Industrial and competitive strategy for services. 

In my second empirical research field, I study Customer Experience Management (CXM), Design thinking in an industrial context.

Research impact

My work investigated the application of AI in the context of industrial marketing, and its role in advancing societal and environmental causes, and help to mitigate against the high carbon emission related to manufacturing process. The research has provided a better understanding of the agency of advance manufacturing in the society.

These findings have underpinned the role of trained AI application in providing insights in to the sustainability process, Research also influenced the development of novel service offerings in line with the data driven paradigm shift within industrial marketing context. 


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Professional information


  • 2017 spring servitization conference: internationalisation through services, Lucerne University of Applied Sciences and Arts, Lucerne, Switzerland.
  • 2017 6th International Conference on Business Servitization (ICBS ) Barcelona, Spain.
  • 2017 CBIM CBIM International Conference Center for Business & Industrial Marketing Academic Conference. Stockholm University, Stockholm, Sweden.
  • 2021 CBIM International Conference Center for Business & Industrial Marketing “Challenges and opportunities for increasingly turbulent times in business markets” . Georgia State University Atlanta, USA. Online.
  • 2022 CBIM International Conference “Reimagining innovation in B2B Marketing and Sales: turbulent ecosystems, empowered buyers and runaway inflation. Georgia State University Atlanta, USA. Online.