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Personal profile


Syed has joined the Macquarie Business School in January 2020. He has completed his PhD in Marketing Management from the University of Newcastle (UoN), 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 (UoN) 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 UoN 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 UoN. For superior teaching performances, Syed received the ‘Excellence in Teaching for a Sessional Staff’ award in 2017.

Research interests

- Customer experience (CX)

- Customer engagement (CE)

- Measurement model development / Scale development

- Omnichannel retailing


- Digital marketing

- Marketing analytics

- Sales and personal selling

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

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Omnichannel retail quality

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

17/04/16 → …

Project: Research

Customer experience in periodic hallmark events

Rahman, S., Carlson, J. & Olivier, L.

13/02/20 → …

Project: Research

Generation Y customer engagement in social media

Rahman, S., Carlson, J., Rahman, M. M., Voola, R. & Wyllie, J.


Project: Research

Research Outputs

Engaging Gen Y customers in online brand communities: A cross-national assessment

Jamie, C., Rahman, S. M., Rahman, M. M., Wyllie, J. & Voola, R., Feb 2021, In : International Journal of Information Management. 56, 16 p., 102252.

Research output: Contribution to journalArticle

  • Open Access
  • 247 Downloads (Pure)
    Open Access
  • 278 Downloads (Pure)


    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


    • 4 Publication Peer-review

    International Journal of Consumer Studies (Journal)

    Syed Rahman (Reviewer)
    2020 → …

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

    CAUTHE 2018 (Event)

    Syed Rahman (Reviewer)
    17 Jan 2018

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

    Journal of Consumer Marketing (Journal)

    Syed Rahman (Reviewer)
    2018 → …

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

    Academy of Marketing Science (AMS) Annual Conference (Event)

    Syed Rahman (Reviewer)
    13 Oct 2017

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

    Press / Media

    HULT Prize events coordinator and team mentor

    Syed Rahman


    2 items of Media coverage

    Press/Media: Public Engagement Activities