About me

Jaafar El-Murad obtained his bachelor's degree in business studies (sandwich) at the then City of London Polytechnic, involving work placements with Carreras (Overseas) Ltd and Burmah Oil. After graduation he spent eight years in international marketing with the Burmah Oil group. Following a four-year spell in the Gulf he took a year out for an MBA at Cranfield, which led to healthcare global marketing management, and consultancy. His international career covered some 50 countries and industries as diverse as tobacco, petrochemicals, building materials, fine fragrances, luxury goods, photographic equipment, healthcare, medicines and toiletries. 

He moved across to higher education at Westminster in 1992, and in 1994 became course leader of BA International Business, adding Chinese and Arabic to the five European languages then on offer. In 1997 he was appointed Chair of the Department of Marketing and Business Strategy, which under his leadership was to become the largest, most complex and most successful department of the University of Westminster in terms of fee income, course portfolio, research output, and numbers of PhD research students. He completed his doctorate in business administration (DBA, Henley) in 2002, having studied the relationship between risk-attitude and creativity in UK advertising agencies. In 2007 Jaafar became Deputy Dean and, the following year, Acting Dean of the Business School. He is a former Senator of the Chartered Institute of Marketing and member of its Learning Advisory Group.

Jaafar has achieved considerable international exposure, mostly before academia but also subsequently including spells as Visiting Professor, Advertising, at the University of Malta and Visiting Professor, Marketing, at Universiti Teknologi MARA, Malaysia. He has also served as interim liaison between the business school and Westminster International University of Tashkent. At the request of the then Vice Chancellor, he has been involved in JV exploratory work for the University of Westminster with Kingdom University, Bahrain, the University of Sharjah, UAE, and UiTM, Malaysia. Other international roles have included validations, external examinerships, professorial review panels and PhD examining in Romania, Kuwait, Jordan, Germany, the Netherlands, Singapore, Palestine and Pakistan.


DBA (Henley) 

MBA (Cranfield) 

BA (Hons) (City of London Polytechnic)

Professional memberships

Chartered Institute of Marketing, Fellow and Senator 

Academy of Marketing Science, Fellow 

Higher Education Academy, Fellow 

Marketing Society, Fellow 

Advertising Research Foundation 

Cranfield Marketing Forum 

The Levitt Group

Academy of Marketing

Consultancy and professional practice

Marketing research, branding, and marketing strategy and business consultancy as an independent and in association with INCIDE Corporate Consultants. Past INCIDE clients include KLM/ NorthWest airlines, Hewlett-Packard, First National Building Society, Santa-Cruz Operations (SCO Unix).

Delivered keynote speeches to the Sword Awards for Advertising, Jeddah, for two consecutive years.


Jaafar has taught all aspects of marketing, but prefers to teach strategic marketing management with MBA, MA/MSc Marketing and final year marketing undergraduates, with "guest" lectures on advertising ethics, and creativity. He has recently taken on the undergraduate employability module for marketing students: "Developing your Professional Brand", where he has been able to draw on his extensive practitioner experience and business contacts.


Jaafar's research interests include:

  • Creativity in advertising, with publications in the Journal of Advertising Research, Journal of Marketing Management and presentations at AM, AMS, EMAC and others.
  • Communicating with different sub-groups, cross-cultural communications.
  • Ethical issues of advertising and marketing and how this links with sustainability and the new green agenda.

Regular reviewer for Academy of Marketing, Academy of Marketing Science, and European Marketing Academy conferences, and for:

  • Journal of Advertising Research (member of Editorial Advisory Board)
  • Journal of Advertising - Special Issue on Creativity
  • Journal of Marketing Management
  • International Journal of Advertising
  • International Journal of Islamic and Middle East Finance & Management (member of Editorial advisory Board)
  • Economic Affairs (the journal of the Institute of Economic Affairs)

Jaafar is joint track chair for the Marketing Communications and IMC track at the forthcoming 23rd Academy of Marketing Science World Marketing Congress hosted by University of Queensland Business School in July 2020