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Faculty of Business and Information Science
Faculty of Business and Management

UCSI Graduate Business School

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Research Impact:
Google Scholar
Scopus
Publons
ORCID
Research Gate

Dr Urooj Ahmed

Lecturer

Academic Qualifications

Academic Qualifications:

  • PhD (Marketing)
  • MBA (Accounting and Finance)
  • Master (Economics)
  • Bachelor (Science)

Professional Certificate:

  • Foundation Certificate in Chartered Accountancy by ICAP (Institute of Chartered Accountants of Pakistan)

Areas of Interest
Marketing
Branding
Digitalization
Management
Sustainable practices
Publications

  1. Urooj Ahmed, Rukhsar Ahmed, Sharizal Hashim, Mahani Binti Mohammad Abdu Shakur; Intrinsic motivation, digital enablement and brand relationship quality: investigation in higher education. Journal of Applied Research in Higher Education 2025; https://doi.org/10.1108/JARHE-11-2024-0667
  2. Ahmed, U., & Hashim, S. (2022). Sustainable brand management: the role of internal brand management and intrinsic motivation in building employee’s brand relationship quality towards organization’s brand. Sustainability, 14(24), 16660
  3. Ahmed, U., Shakur, M. M. A., Hashim, S., & Ahmed, R. (2024). The Impact of Training and Digital Enablement on Employee Competence and Brand Relationship Quality in Higher Education Institutions. International Journal of Academic Research in Business and Social Sciences, 14(7), 1562–1571.
  4. Ahmed, U., Shakur, M. M. A., Hashim, S., & Ahmed, R. (2024). Digital Transformation and Employee Competence: The Impact of Internal Brand Engagement in Higher Education. International Journal of Academic Research in Economics and Management Sciences, 13(4), 706–717.
  5. Ahmad, G., Rafiq, M., & Ahmed, U. (2019). Impact of work flexibility on employee performance. International Journal of Innovation, Creativity and Change, 6(10), 1–10.
  6. Ahmed, R., Masudi, J. A., Hafeez, K., & Ahmed, U. (2020). An exploration of strategies of human resource supervisors in facilitating the achievement of organizational goals: Implications for HR and organizational development. Annals of Contemporary Developments in Management & HR, 2(4), 20–26.
  7. Ahmed, A., & Ahmed, U. (2025). Ethical marketing practices: Building trust and authenticity. Eurasian Research Institute.
  8. Li, X. A., & Ahmed, U. (2024). Creating cohesive brand experiences through integrated campaigns. In Strategies for brand communications and management: Bridging academia and practice.
  9. Ahmed, U. (2025). Integration of marketing functions: Theory and practice. Eurasian Research Institute.
  10. Ahmed, U., & Shriedeh, F. B. F. (2024). Managing brand equity: Measurement and enhancement techniques. In Strategies for brand communications and management (pp. 67).

 

Awards and Achievement

  1. Gold Medal Recipient – Faculty Excellence Award awarded by Universiti Malaysia Sarawak on 29th Convocation
  2. Patent for Research Questionnaire granted by the Intellectual Property Corporation of Malaysia in 2024.
  3. Best Presenter Award at the 7th Asia Pacific Marketing and Management Conference, Malaysia in 2021.

 

List of Membership in Professional and Academic Bodies

  1. Member, Post Doctoral Research Society

 

Selective contribution

  1. Significant contributions to internal brand management and digital enablement research, producing Scopus-, WoS-, and ERA-indexed publications focusing on employee competence, branding, and technology integration in higher education.
  2. Active contributor to knowledge advancement through the development of conceptual frameworks grounded in Social Exchange Theory, Self-Determination Theory, the Theory of Planned Behavior, and the Elaboration Likelihood Model.
  3. Contributed to research knowledge sharing by collaborating with colleagues, mentoring early-career researchers, and participating in professional development activities.
  4. Assisted in funded research projects, providing support in data collection, analysis, and reporting.
  5. Supervised and guided postgraduate and undergraduate students in research projects, particularly in digital transformation, branding, employee engagement, and marketing.
  6. Served as reviewer for a Web of Science (WoS) journal, contributing to academic quality assurance and the peer review process.
  7. Delivered presentations at local and international conferences, including the Asia Pacific Marketing and Management Conference and UNIMAS academic events.
  8. Contributed to academic literature through book authorship and book chapters, enhancing scholarly resources in marketing, sustainability, branding, and digital innovation.
  9. Developed research instruments and methodologies, including a patented research questionnaire recognized by the Intellectual Property Corporation of Malaysia.
  10. Promoted research culture by collaborating with multidisciplinary teams and producing quality publications aligned with SDGs 4, 8, 9, and 12.

 

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