2018 – 2024: Teaching Assistant
Department of Business Administration, Universidad Carlos III de Madrid (uc3m), Madrid (Spain)
Teaching areas: Marketing, Markets Research, and Family Business Management
Course Title: Marketing
Level: Undergraduate
Language of Instruction: English
Description: The course focused on foundational and practical aspects of marketing and research. It is structured into two complementary parts: theoretical and practical. The theoretical (lecture) session covers marketing fundamentals, the marketing mix, consumer behavior, marketing research, metrics and models, and marketing strategy. The practical session involves case studies and a hands-on market research project. This course had a significant proportion of international students mostly from various European countries and the USA, which added a unique multicultural dimension to the sessions.
Course Title: Markets Research
Level: Undergraduate
Language of Instruction: English
Description: This course focused on the principles and practical applications of marketing research, emphasizing data analysis and interpretation to address real-world business problems. The theoretical (lecture) sessions covered marketing research methodologies, from exploratory and descriptive techniques to advanced multivariate analysis methods like regression, ANOVA, clustering, and perceptual mapping. The practical sessions engaged students in hands-on tasks involving data analysis and interpretation, culminating in a group project centered on young social media users.
Course Title: Family Business Management
Level: Undergraduate
Language of Instruction: English
Description: This course focused on the unique challenges and opportunities of family-controlled businesses. It emphasized understanding the interplay of family, management, and ownership to ensure business continuity across generations. The course featured a diverse and multicultural cohort, with most students coming from families that run their own businesses. This dynamic fostered enriching discussions and provided valuable insights into family business practices across various countries.
2014 – 2018: Lecturer
Business School, Ghana Institute of Management and Public Administration (GIMPA), Accra (Ghana)
Teaching areas: Principles of Marketing, Marketing Research, Consumer Behavior, Business-to-Business Marketing, and Business Research Methods
Course Title: Principles of Marketing
Level: Undergraduate
Language of Instruction: English
Description: This course introduces students to the essentials of marketing, including key concepts, methods of analysis, strategies, and tactics critical to managing profitable customer relationships in today’s dynamic and connected environment. It emphasizes marketing strategy and elements of marketing analysis such as customer analysis, company analysis, and competitor analysis. Additionally, students explore the elements of the marketing mix (product, pricing, promotion, and distribution strategies) and gain insights into the strategic and tactical decisions behind top-performing brands.
Course Title: Marketing Research
Level: Undergraduate
Language of Instruction: English
Description: This course focuses on understanding consumers and markets through the application of qualitative and quantitative research methods. Students learn to design research, collect and analyze data, and apply findings to inform marketing strategies. Key topics include problem formulation, research design, data collection methods, data analysis using SPSS, and report preparation. Emphasis is placed on developing practical skills for translating data into actionable insights to support managerial decision-making.
Course Title: Consumer Behavior
Level: Undergraduate
Language of Instruction: English
Description: This course introduces students to the influence that consumer behavior has on marketing activities. Students will apply theoretical concepts to marketing strategies and decision-making. The detailed course content includes introduction to consumer behavior, marketers and consumer views, external influences of consumer behavior, economic, social, household and personal influence. In addition, the course probes into why people buy, consumer decision making and organizational buying behavior.
Course Title: Business-to-Business Marketing
Level: Undergraduate
Language of Instruction: English
Description: This course explores the principles and practices of marketing products and services to organizational buyers, distinguishing business-to-business (B2B) markets from consumer markets. Key topics include organizational buying behavior, B2B market segmentation, relationship management, strategic decision-making, and the role of technology in business markets. Students develop skills in B2B negotiations, communication strategies, and the management of B2B channels, with an emphasis on achieving corporate marketing goals.
Course Title: Business Research Methods
Level: Undergraduate
Language of Instruction: English
Description: This course provides an overview of the research process in business, economics, and management, focusing on the analysis of business problems using scientific research. Students learn to formulate research questions, develop proposals, collect and analyze data using tools like SPSS, and present research findings. Key topics include research design, data collection methods, quantitative and qualitative analysis, and report writing. The course equips students with the practical skills needed for research and decision-making in business contexts.
2010 – 2012: Graduate Research and Teaching Assistant
Ghana Institute of Management and Public Administration (GIMPA), Accra (Ghana)
Teaching area: Basic Mathematics and Statistics
Level: Practitioners
Language of Instruction: English