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A/Prof. Ahmed Ferdous



Course Director, Bachelor of Business


Faculty of Business and Law


Deakin Business School


Geelong Waterfront Campus

+61 3 522 78188


Dr Ahmed Ferdous is an Associate Professor and the Director of Bachelor of Business at the Department of Marketing in Deakin Business School. Ahmed has successfully chaired and taught a range of units in the marketing discipline and championed the development of the capstone strategic marketing unit.

Ahmed's research and engagement is in the area of internal marketing and value co-creation in the context of transformative business practices. Ahmed has been successful (as a joint CI) in securing funding from Department of Foreign Affairs and Trade (DFAT) and Australian Bureau of Statistics (ABS). Ahmed's work has been published in a range of journals such as International Journal of Research in Marketing, Journal of Public Policy and Marketing, European Journal of Marketing, Journal of Consumer Affairs, Journal of Business Research, Marketing Intelligence and Planning, Journal of Marketing Management, Journal of Strategic Marketing and Transfusion.

Read more on Ahmed's profile

Research interests

  • Internal Marketing
  • Transformative Services
  • Value Co-Creation
  • Subsistence Marketplaces

Teaching interests

  • Brand Management
  • Marketing Management
  • Strategic Marketing


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Does actors' engagement with capacity-building training programs enable delivery of SDG-aligned public services? The case of senior public officials

F Azmat, A Ferdous, F Wali, M Muttakin, M Haque

(2024), pp. 1-2, Journal of Service Theory and Practice, Bingley, Eng., C1

journal article

Boosting app-based mobile financial services engagement in B2B subsistence marketplaces: The roles of marketing strategy and app design

Ahmed Ferdous, Husain Akareem, Madhu Viswanathan, Linda Hollebeek, Allison Ringer

(2024), Vol. 119, pp. 147-161, Industrial Marketing Management, Amsterdam, The Netherlands, C1-1

journal article

Integrative Resource Model of Workplace Inclusion for Reduced Inequality: Conservation of Resources Perspective

Y Fujimoto, A Ferdous, F Wali

(2023), Vol. 187, pp. 301-323, Journal of Business Ethics, Berlin, Germany, C1

journal article

Migration-related Factors and Settlement Service Literacy: Findings from the Multi-site Migrants' Settlement Study

A Renzaho, M Polonsky, A Yusuf, A Ferdous, M Szafraniec, B Salami, J Green

(2023), Vol. 24, pp. 1589-1609, Journal of International Migration and Integration, Berlin, Germany, C1

journal article

Value creation process and outcomes in social inclusion focused services

E Winston, A Ferdous, R Rentschler, F Azmat, N Robertson

(2022), Vol. 56, pp. 840-868, European Journal of Marketing, Bingley, Eng., C1

journal article

Refugee awareness of a transformative intervention to increase blood donations

M Polonsky, A Ferdous, N Robertson, S Jones, A Renzaho, J Telenta

(2022), pp. 1-17, Journal of Services Marketing, Bingley, Eng., C1

journal article

Establishing the psychometric properties of constructs from the conceptual 'Settlement Services Literacy' framework and their relationship with migrants' acculturative stress in Australia

Andre Renzaho, Michael Polonsky, Ahmed Ferdous, Adnan Yusuf, Julianne Abood, Bukola Salami, Kerry Woodward, Julie Green

(2022), Vol. 17, pp. 1-20, PLOS ONE, San Francisco, Calif., C1

journal article

Impact of patient portal behavioral engagement on subsistence consumers' wellbeing

Husain Akareem, Ahmed Ferdous, Mikala Todd

(2021), Vol. 38, pp. 501-517, International journal of research in marketing, Amsterdam, The Netherlands, C1

journal article

Internal communication and the development of customer-oriented behavior among frontline employees

A Ferdous, M Polonsky, D Bednall

(2021), Vol. 55, pp. 2344-2366, European Journal of Marketing, C1

journal article

Barriers to performing onsite COVID-19 testing during the second wave in Victoria

M Haque, A Ferdous, J Miller, C Dixon, E Athan, N Friedman

(2021), Vol. 50, pp. 845-849, Australian Journal of General Practice, Australia, C1

journal article

Consumer well‐being and social responsibility of subsistence entrepreneurs in subsistence marketplace

Fara Azmat, Ramanie Samaratunge, Ahmed Ferdous

(2020), Vol. 55, pp. 8-30, Journal of consumer affairs, Chichester, Eng., C1

journal article

An integrated model of marketing knowledge - a tacit knowledge perspective

M Zebal, A Ferdous, C Chambers

(2019), Vol. 21, pp. 2-18, Journal of research in marketing and entrepreneurship, Bingley, Eng., C1

journal article

Consumer engagement on Twitter: perceptions of the brand matter

W Read, N Robertson, L McQuilken, A Ferdous

(2019), Vol. 53, pp. 1905-1933, European journal of marketing, Bingley, Eng., C1

journal article

Arts-based initiatives in museums: creating value for sustainable development

F Azmat, A Ferdous, R Rentschler, E Winston

(2018), Vol. 85, pp. 386-395, Journal of business research, Amsterdam, The Netherlands, C1

journal article

Impact of web banner advertising frequency on attitude

R Hussain, A Ferdous, G Mort

(2018), Vol. 30, pp. 380-399, Asia Pacific journal of marketing and logistics, Bingley, Eng., C1

journal article

Factors Leading to Health Care Exclusion Among African Refugees in Australia: The Case of Blood Donation

M Polonsky, A Ferdous, A Renzaho, N Waters, Z McQuilten

(2018), Vol. 37, pp. 306-326, Journal of Public Policy and Marketing, C1

journal article

Networking, business process innovativeness, and export performance: the case of South Asian low-tech industry

A Faroque, S Morrish, A Ferdous

(2017), Vol. 32, pp. 864-875, Journal of business & industrial marketing, Bingley, Eng., C1

journal article

The effect of mobile technology usage on work engagement and emotional exhaustion in Japan

Y Fujimoto, A Ferdous, T Sekiguchi, L Sugianto

(2016), Vol. 69, pp. 3315-3323, Journal of business research, Amsterdam, The Netherlands, C1

journal article

Co-creation of value in culturally diversified museums: a research report

E Winston, R Rentschler, A Ferdous, F Azmat

(2016), Geelong, Vic., A6

research report/technical paper

Designing social marketing activities to impact the shaping of expectations of migrants in health service encounters: the case of African migrant blood donation in Australia

A Ferdous, M Polonsky, B Brijnath, A Renzaho

(2015), pp. 349-364, Innovations in social marketing and public health communication: improving the quality of life for individuals and communities, Berlin, Germany, B1

book chapter

Addressing the complexities of managing domestic and multinational corporate brands

M Khojastehpour, A Ferdous, M Polonsky

(2015), Vol. 20, pp. 48-62, Corporate Communications, C1

journal article

Understanding the dynamics between social entrepreneurship and inclusive growth in subsistence marketplaces

F Azmat, A Ferdous, P Couchman

(2015), Vol. 34, pp. 252-271, Journal of public policy & marketing, Ann Arbor, Mich., C1

journal article

The impact of frontline employees' perceptions of internal marketing on employee outcomes

A Ferdous, M Polonsky

(2014), Vol. 22, pp. 300-315, Journal of strategic marketing, Abingdon, Eng., C1

journal article

Developing a framework of integrated visual brand identity touch-point (IVBIT) programmes in universities

Rahim Hussain, Ahmed Ferdous

(2014), Vol. 14, pp. 429-443, The Marketing Review, Helensburgh, Scotland, C1

journal article

Predicting Bangladeshi financial salespeople's ethical intentions and behavior using the theory of planned behavior: implications for developing countries

A Ferdous, M Polonsky

(2013), Vol. 25, pp. 655-673, Asia Pacific journal of marketing and logistics, Bingley, England, C1

journal article

African culturally and linguistically diverse communities' blood donation intentions in Australia: integrating knowledge into the theory of planned behavior

M Polonsky, A Renzaho, A Ferdous, Z McQuilten

(2013), Vol. 53, pp. 1475-1486, Transfusion, Chichester, England, C1

journal article

Developing an integrative model of internal and external marketing

A Ferdous, C Herington, B Merrilees

(2013), Vol. 21, pp. 637-649, Journal of Strategic Marketing, Abingdon, UK, C1

journal article

Genetic Structure of Tibeto-Burman Populations of Bangladesh: Evaluating the Gene Flow along the Sides of Bay-of-Bengal

Nurun Gazi, Rakesh Tamang, Vipin Singh, Ahmed Ferdous, Ajai Pathak, Mugdha Singh, Sharath Anugula, Pandichelvam Veeraiah, Subburaj Kadarkaraisamy, Brijesh Yadav, Alla Reddy, Deepa Rani, Syed Qadri, Lalji Singh, Gyaneshwer Chaubey, Kumarasamy Thangaraj

(2013), Vol. 8, PLOS ONE, United States, C1-1

journal article

The impact of general and carbon-related environmental knowledge on attitudes and behaviour of US consumers

M Polonsky, A Vocino, S Grau, R Garma, A Ferdous

(2012), Vol. 28, pp. 238-263, Journal of marketing management, Abingdon, England, C1

journal article

Profiling contemporary marketing practices in Bangladesh

A Ferdous, S Hossain

(2011), Vol. 5, pp. 161-171, Journal of Asia business studies, Bingley, England, C1

journal article

Organizational internal market orientation (IMO) : developing an integrative framework

A Ferdous, M Polonsky

(2011), pp. 1-9, ANZMAC 2011 conference proceedings : Marketing in the Age of Consumerism : Jekyll or Hyde?, Perth, W.A., E1


Applying the theory of planned behavior to explain marketing managers' perspectives on sustainable marketing

A Ferdous

(2010), Vol. 22, pp. 313-325, Journal of international consumer marketing, Philadelphia, Pa., C1

journal article

Towards an understanding of knowledge sharing behavior of CCOs in Bangladesh : a proposed structural equations model

M Hossain, A Ferdous

(2010), ICKG 2010 : Empowerment through knowledge transfer and progress through knowledge sharing : Proceedings of the International Conference on Knowledge Globalization, Dhaka, Bangladesh, E1


Consumer sentiment towards marketing in Bangladesh: the relationship between attitudes to marketing, satisfaction and regulation

A Ferdous, B Towfique

(2008), Vol. 26, pp. 481-495, Marketing Intelligence & Planning, Bingley, Eng., C1-1

journal article

Integrated Internal Marketing Communication (IIMC)

Ahmed Ferdous

(2008), Vol. 8, pp. 223-235, The Marketing Review, C1-1

journal article

Funded Projects at Deakin

Other Public Sector Funding

Arts and culture as a strategic approach to address extremism in Bangladesh

A/Prof Fara Azmat, A/Prof Ahmed Ferdous, Prof Ingrid Nielsen

Australia Awards Fellowships

  • 2017: $125,690

Transforming DAPM: Business Process Improvement to realise a transformed NDAC

Prof Amanda Pyman, A/Prof Ambika Zutshi, A/Prof Matt Mount, Dr Heather Round, A/Prof Ahmed Ferdous

Australian Bureau of Statistics

  • 2018: $120,000
  • 2017: $50,063

Preparing tertiary students from CALD migrant communities for careers in regional areas. Development and evaluation of an online course and associated materials.

Prof Alexander Newman, A/Prof Fara Azmat, Dr Joe Jiang, Dr Huong Le, Dr Siewmee Barton, A/Prof Ahmed Ferdous

Department of Home Affairs

  • 2019: $48,448

Industry and Other Funding

Achieving a Sustainable Development Agenda through specialized trainings programs: The case of high level Bangladeshi Public officials.

A/Prof Fara Azmat, A/Prof Ahmed Ferdous, Dr Mohammad Muttakin, Dr Huson Ali Ahmed

Ministry of Public Administration

  • 2019: $24,560

Achieving a Sustainable Development Agenda through specialized trainings programs: The case of mid-high level Bangladeshi Public officials - Phase 1.

A/Prof Fara Azmat, Dr Mohammad Muttakin, A/Prof Ahmed Ferdous

Ministry of Public Administration

  • 2022: $57,134


Principal Supervisor

Emma Winston

Thesis entitled: Transformative Value Outcomes of Tailored Arts Services

Doctor of Philosophy, Department of Marketing

Executive Supervisor

Nankya Mariah Nakintu

Thesis entitled: Actor negatively valenced engagement and well-being outcomes in subsistence marketplaces

Doctor of Philosophy, Department of Marketing

Associate Supervisor

Wayne Alexander Read

Thesis entitled: An Empirical Examination of Consumer Engagement in the Twitter Context

Doctor of Philosophy, Department of Marketing