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Title: Professor of Marketing
Address: Funger Hall, Suite 301F
Phone: (202) 994-8702
Degrees: Ph.D., The Ohio State University, 1984
M.S., Oklahoma State University, 1977
B.S., King Saud University, 1975
Area of Expertise: Strategic Brand Management, Global Marketing, Destination Branding, and Marketing of New Products and Innovations.
Publications: Professor Hassan's research and writings appeared in leading refereed journals including the Journal of Business Research, Journal of Macromarketing, Journal of Consumer Marketing, Journal of Travel Research, Journal of Product and Brand Management, International Journal of Consumer Marketing, Journal of Euromarketing, and International Journal of Bank Marketing. He was granted the "Highly Commended" paper award by the Journal of Consumer Marketing in 2004 for an article entitled "Understanding the New Bases for Global Market Segmentation". In a 1991 article published with the Academy of Marketing Science, Dr. Hassan coined and defined the concept of "Intermarket Segmentation". He published two books; Globalization of Consumer Markets and Global Marketing Perspectives and Cases. Dr. Hassan just finished a new book co-authored with Philip Kotler and Kevin Lane Keller on Marketing Management for the Arab World, Pearson Education (Arab World Edition) by Pearson Education.
Professional Activities: In 2005, Dr. Hassan was recognized as an "Outstanding Marketing Teacher" by the Academy of Marketing Science. Professor Hassan was recently invited by the Journal of Business Research Thought Leaders Conference to co-present three papers on Nation Branding based on Customer Travel Experience, Measuring Customer-based Brand Equity, and Managing Corporate Reputation. Recently, Dr. Hassan served as Distinguished University Professor at King Saud University where he taught in the Gulf region's first doctoral program and at the American University in Cairo, Faculty Leadership Retreat on "B-School Branding & Strategic Differentiation". Dr. Hassan also delivered corporate briefings on "Strategic Brand Leadership" at the Smithsonian Institution, Kellogg School of Management, The World Bank, Marriott Corporation, Raytheon International, Institute for Cultural Diplomacy (ICD), Air Greenland, and UAE National Council of Tourism & Antiquities. Also, Dr. Hassan secured two grants from the Fulbright Commission to design and launch the first Executive MBA program in Egypt.
Current Research: Professor Hassan is working on a research stream that investigates how user innovations relate to innovativeness of the firm and influence the acceleration of diffusion rates in the marketplace. Currently, Dr. Hassan is working on a research study utilizing two panels of consumers and of brand managers to investigate how perceptions of luxury brands are changing in a downturn economy. This study measures perceptions of the level of luxury exhibited by global luxury brands relative to local competitive alternatives.