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Dr Rula M. Al-Abdulrazak

Senior Lecturer, Branding and Global Marketing

University of East London, Business and Law

Rula M. Al-Abdulrazak is a Senior Lecturer in International Marketing and Branding at the Royal Docks School of Business and Law, University of East London. Prior to academia, Rula held consultancy and specialist positions at a European Commission Business Centre and at AFPC/Shell operating company on the Mediterranean. 

    Rula is a researcher and a keen educator with a passion for education and well-being. She designed, managed and directed accredited Marketing and Business programmes at the University of East London for over 9 years. She monitors and moderates cooperative partners delivery standards, and acts as an internal & external examiner.

    Rula contributed to:

  • the University Self-Assessment Race, Equality Charter that led to UEL‘s Bronze award, and she is part of the Equity Collective team leading the decolonisation of the curriculum to reduce the attainment/degree gap.
  • the Athena Swan Self-assessment of the Royal Docks School of Business and Law - Bronze award, and she is an external member of the School of Psychology implementation team.

  • Rula chairs the School Research Ethics Committee, champions research income generation, facilitating training and support, and an active member of the School’s research committee. She conducts interdisciplinary research in branding, place marketing, brand trust, cultural brands with a particular interest in social impact and national development, positive psychology and coaching.

    She supports research further through continuous engagement in research-led teaching, PhD supervision and examination, editing and reviewing research publications. She contributes to cultural dialogue and research conversations through organising and contributing to international conferences. She is a recognised public speaker and a keen volunteer.

    Rula continues to engage with industries Designing and delivering professional and customised training and coaching programmes in addition to consultations across-cultures. She also continues to engage with professional bodies such as the Chartered Institute of Marketing (CIM), the Charted Management Institute, and the European Mentoring and Coaching Centre.


    Educator | Coach | Public Speaker | Consultant | Trainer

    Rula is a positive psychology practitioner and coach; brand management and communication specialist with over two decades of diverse experience in the oil industry, business consultancy, and higher education. She has worked with European and Middle Eastern organisations including Shell and the European Commission spanning business and human resource management, strategic planning to marketing. Researches in mental well-being and positive psychology coaching, branding and nation/place marketing.

    MSc in Applied Positive Psychology and Coaching, to be completed in 2020, University of East London

    PhD. Doctoral of Philosophy in Management “The Branded Nation: a comparative review with reference to Syria and the United Arab Emirates”, 2016, School of Management – Royal Holloway, University of London

    Postgraduate Diploma in skills of teaching to inspire learning (inSTIL), 2005 Higher Education Development Department - Royal Holloway, University of London

    MBA in International Management & Marketing, 2004, School of Management – Royal Holloway, University of London

    Postgraduate Diploma in Accounting, 1998, Economics College, Damascus University

    Postgraduate Diploma in Education & Psychology, 1996, Education College, Damascus University

    BSc Economics and Management Degree, 1993, Economic College, Damascus University

    Senior Fellow of the Higher Education Academy

    Fellow of the Chartered Management Institution

    Former Principal Fellow of the Place Management Institution

    Positive Psychology Practitioner

    Leadership, Life and Performance Coach

    External Examiner, Dublin City University, Princess Nourah Bint Abdul Rahman University, Riyadh


    Research Studies:

    • Emotions as indicators of well-being with reference to Islam: an investigation into happiness v. sadness

    • Are global brands agents of modernisation in developing economies?

    •Muslims, Trust and Cultural Dialogue, UKRI funded project, Investigator in Trust and Islamic Capital, Trust and Brand loyalty with reference to Islam:

    •Special issue journal on Trust & Islamic capital:

    •Trust & Islamic Capital International & Interdisciplinary Conference, UEL,


    PREVENT: is it a trusted brand?

    Trust, Nation Image and brands with reference to Islam

    Brand religiosity, trust and relationship marketing

    Trust and Islamic capital

    Arab Spring and Nation Brand: the impact on nation image during and after the events

    The role of art in cultural diplomacy and the impact of religion, a study of the UAE cultural diplomacy

    An examination of the stakeholder approach in brand management

    A study of the impact of public diplomacy on nation image 

    Nation Brand State: a comparative study in the Middle East

    A comparative study of country of origin image: Egyptians and Syrians as producers in the UK market

    Keynote Speaker and Expert Consultancy

    Al Abdulrazak, R.M. (2017), Who’s the hero? Muslim women in Arabic literature and trust, Conference on Exploring Contemporary Muslim Art, Culture and Heritage in Britain, 14 September Muslims in Britain Research Network, University of Birmingham, UK.

    Al Abdulrazak, R.M. (2014) Nation, Brand and Art: would your art tell me who you are?  A Keynote Speech, the Forum of Cultural Diplomacy in the Commonwealth: Celebrating Art and Culture in the Commonwealth as Key Features of Nation Branding, the Institute for Cultural Diplomacy, London.

    Al Abdulrazak, R.M. (2013) Oman Brand and National Identity, Oman Competitiveness Forum December 2013, organised by the Public Authority for Investment Promotion and Export Development, Oman.

    Al Abdulrazak, R.M. (2013) Cultural Bridges and Nation Branding: a case from the Middle East, The London Conference on Cultural Bridges, the Institute for Cultural Diplomacy, London.

    Al Abdulrazak, R.M. (2004), “Enhancing Trade Exchange between Syria and UK through the enhancement of Country-of-Origin Image: Facts and Development Possibilities”, Syrian Economic Reform – Expatriates & Specialists Conference, Damascus.


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    Religiosity and global brand consumption as an agent of modernisation in developing economies, in Religion and Consumer Behaviour in Developing Nations, Gbadamosi, A. and Ayodele O., Edward Elgar Publishing Limited: London.

    Al-Abdulrazak, R.M. (2021).

    SMEs Market Growth, in Entrepreneurship Marketing: Principles and Practice, Nwankwo, S. and Gbadamosi, A., Routledge: London.

    Al-Abdulrazak, R.M. (2019).

    Nation Branding and Place Marketing: an amalgamation of theory and practice, in Contemporary Issues in Marketing. A Synthesis of Theory with Practice, Ayantunji Gbadamosi, SAGE: London.

    Al-Abdulrazak, R.M. (2019).

    Trust, Religiosity, and Relationship Marketing: a Conceptual Overview of Consumer Brand loyalty, Society and Business Review, Vol 12, No. 3.

    Al Abdulrazak, R.M. and Gbadamosi, A. (2017).

    Trust, and Islamic Capital [Editorial], Society and Business Review, Vol 12, No. 3.

    Al Abdulrazak, R.M. and Patel, G. (2017).

    The Branded Nation: a comparative analysis with reference to Syria and the United Arab Emirates (thesis), University of London

    Al Abdulrazak, R.M. (2016).

    Syria’s nation brand and the impact of public diplomacy

    Al Abdulrazak, R.M.. 2007. 3rd Annual Colloquium of the AM’s Brand, Corporate Identity and Reputation SIG, London.

    Nation Brand a source or a result of Destination Branding? Researching Destination Management Policy and Planning: Linking culture, heritage and tourism

    Al Abdulrazak, R.M.. 2007. Riga - Latvia.

    Arab Spring and Nation Branding

    Al Abdulrazak, R.M.. 2012. 3rd International Colloquium on Place Marketing and Nation Branding, Lincoln..

    Syria’s Nation Brand: is it a choice between security and prosperity?

    Al-Abdulrazak, R.M.. 2008. <div>ICIG International Symposium, March 2008, Brighton. </div>.

    Cultural Diplomacy and the United Arab Emirates, in the Handbook of Islamic Marketing

    Al-Abdulrazak, R.M. and Chong, D. . 2011. Sandikci, O. and Rice, G., Edward Elgar Publishing Ltd. .

    Book Review- Branding the Nation: The Global Business of National Identity

    Al Abdulrazak, R.M, Melissa Aronczyk. 2014. Melissa Aronczyk, Time Higher Education, January 23.

    Hidden Treasures of Oman

    Al Abdulrazak, R.M. . 2014. Economic Focus- quarterly publication of the Arab British Chamber of Commerce Vol. 9, No. 1 .

    Nation's Image and Trust in Brands associated with Islam

    Al Abdulrazak, R.M.. 2015.

    Trust, Religiosity, and Relationship Marketing: a Conceptual Overview of Consumer Brand loyalty

    Al Abdulrazak, R.M. and Gbadamosi, A. . 2017. Society and Business Review, Vol 12, No. 3. .

    How Sustainable the Nation Brand Phenomenon, the 5th International Colloquium on Place Brand Management (ICPBM)

    Al Abdulrazak, R.M. . 2015. University of the Valle d’Aosta.

    Trust, and Islamic Capital [Editorial], Society and Business Review

    Al Abdulrazak, R.M. and Patel, G. . 2017. Society and Business Review, Vol 12, No. 3..

    The Branded Nation: a comparative analysis with reference to Syria and the United Arab Emirates 

    Al Abdulrazak, R.M. . 2016.

    Towards better understanding of nation branding

    Al Abdulrazak, R.M.. 2010. 2nd International Colloquium on Place Marketing and Nation Branding, London..

    Nation Identity-based Brand: Is it a choice between the Nation and the State?

    Al Abdulrazak, R.M.. 2008. Academy of Marketing Annual Conference, Aberdeen.

    Nation's Influential Factors and Brand Image with reference to Islam, the 8th Global Halal Conference

    Al Abdulrazak, R.M.. 2015. Michigan State University.

    Stakeholder Approach in Nation Branding A study of cases from the Middle East

    Al Abdulrazak, R.M. and Chaney, I. 2009. 5th International Colloquium of the Academy of Marketing Brand, Corporate Identity and Reputation SIG, Cambridge..

    Islamic Economic System inspiring Sustainable Development Goals in Islamic Infrastructure Finance, 10th LSE-HBKU on Islamic Infrastructure Finance and Sustainable Islamic Infrastructure Goals

    Al Abdulrazak, R.M. . 2016. London School of Economics and Political Science.


    Muslims, Trust and Cultural Dialogue a three years project which was awarded (£341,133) by Research Councils UK, Global Uncertainties - key partner leading the business strand.


    Rula is interested in creativity and reflexivity in teaching, learning, self-development, coaching, brand design, marketing and business growth. She enjoys utilising art and oil painting, creative writing poem and short stories in the process and celebrating better understanding and awareness of emotions and human psychology.

    Public speaking (English & Arabic)

    Practising positive psychology and coaching with individuals and teams

    Training and consultancy in branding, global marketing, positive leadership and systemic coaching

    Research in nation branding and international marketing (strategy and communication), and country of origin image.
    Global and International Marketing



    Undergraduate, Postgraduate and MBA modules:
    • Brand Management
    • Strategic Brand Management
    • Marketing in the Digital Age
    • Global & Cross-cultural Marketing
    • Contemporary Issues in Marketing
    • Business Research
    • Marketing Intelligence
    • Marketing Communication