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Personal profile


Syed has completed his PhD in Marketing Management from the University of Newcastle, Australia in December 2019. The title of his thesis is ‘Measuring Customers’ Perception of Omnichannel Retail Quality and its Impact on Customer Engagement’. He came into the PhD with an MBA (University of Newcastle, Australia) and a Bachelor of Computer Engineering (University of Wollongong, Australia). In 2003, during his undergraduate studies, Syed developed a start-up e-commerce business. After completing his Bachelor degree in 2006, Syed worked with General Electric (GE), Australia as a systems engineer for six years. In this position, he engaged in the delivery of corporate training and developed a passion for teaching. In November 2012, Syed received GE’s Above & Beyond Award for ‘Inclusiveness at work’. GE sponsored his MBA studies, during which he became inspired to be an academic. On completion of his MBA with distinction, in 2014, he accepted an academic position with BRAC University, Bangladesh. In this position, led by Syed’s substantial experience with e-commerce business management, he developed the curriculum for multiple digital marketing courses to meet the growing need for skilled graduates with e-commerce and digital marketing related skills. He returned to the University of Newcastle in 2016 to pursue a PhD in omnichannel retail quality and customer engagement. In addition to research activities, Syed developed and delivered postgraduate and undergraduate level digital marketing courses at the University of Newcastle, Australia. For superior teaching performances, Syed received the ‘Excellence in Teaching for a Sessional Staff’ award in 2017. After completing his PhD, Syed has joined the Macquarie Business School in January 2020, and continuing research in the area of omnichannel retailing.

Research interests

- Customer experience (CX)

- Customer engagement (CE)

- Measurement model development / Scale development

- Omnichannel retailing


- Digital marketing

- Marketing analytics

Education/Academic qualification

Marketing Management, PhD, University of Newcastle

Apr 2016Dec 2019

Management, MBA (with distinction), University of Newcastle

Jan 2012Jun 2014

Engineering, BE.Eng (Computer), University of Wollongong

Jan 2002Dec 2006

External positions

Sessional Academic, University of Newcastle

Jan 2017Dec 2019

Senior Lecturer, BRAC University

Jun 2014Mar 2016

Systems Engineer, General Electric (GE)

Jan 2008Jun 2014

Fingerprint Dive into the research topics where Syed Rahman is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Bangladesh Business & Economics
Generation Y Business & Economics
Electronic commerce Business & Economics
Online markets Business & Economics
Facebook Business & Economics
Consumer expectations Business & Economics
Digital marketing Business & Economics
Retailers Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2016 2016

Omnichannel retail quality

Rahman, S., Carlson, J., Gudergan, S. & Wetzels, M.

17/04/16 → …

Project: Research

Research Outputs 2015 2015

Consumer expectation from online retailers in developing E-commerce market: An investigation of generation Y in Bangladesh

Rahman, S. M., 1 Jul 2015, In : International Business Research. 8, 7, p. 121-137 17 p.

Research output: Contribution to journalArticleResearchpeer-review

Open Access
Electronic commerce
Consumer expectations
Generation Y

Optimizing digital marketing for generation Y: An investigation of developing online market in Bangladesh

Rahman, S. M., 1 Aug 2015, In : International Business Research. 8, 8, p. 150-163 14 p.

Research output: Contribution to journalArticleResearchpeer-review

Open Access
Generation Y
Online markets
Digital marketing


Best Mentor, HULT Prize 2015

Syed Rahman (Recipient), Aug 2015


Commonwealth Government PhD scholarship (RTP)

Syed Rahman (Recipient), Apr 2016

Prize: Other distinction

Excellence in Teaching for a Sessional Staff Member

Syed Rahman (Recipient), Mar 2017

Prize: Teaching award

Vice-chancellor’s Award for High Achievers in MBA

Syed Rahman (Recipient), Jun 2014

Prize: Other distinction

Activities 2018 2018

  • 1 Publication Peer-review

Journal of Consumer Marketing (Journal)

Syed Rahman (Reviewer)
2018 → …

Activity: Publication peer-review and editorial workPublication Peer-review

Press / Media

HULT Prize events coordinator and team mentor

Syed Rahman


1 item of media coverage

Press/Media: Public Engagement Activities