Summary

Omar is a Senior Lecturer in Marketing and Course Leader for the BA Marketing programme. He is a Fellow of the Higher Education Academy (FHEA).

Passionate about Marketing, particularly the field of Consumer Behaviour, he leads and teaches several marketing modules at both the undergraduate and postgraduate levels.

Omar is known for his interactive and reflective teaching style that encourages students to critically draw on their own consumption experiences, apply learning in practical scenarios and develop essential transferable skills. He regularly incorporates gamification and references to popular culture to make sessions more engaging and to deepen students' understanding through active participation.

He is also responsible for curriculum design for marketing modules and for developing several successful modules from scratch.

Biography

Omar holds a PhD from the University of Manchester, where he worked as a teaching assistant. Prior to joining the university, he was a lecturer at the University of Huddersfield, where he led and taught a range of marketing modules.

His primary research area is in Consumer Behaviour, and he examines consumption through social, cultural and psychological lenses using qualitative methods.

Omar’s research has been published in top-tier academic journals, including Sociology, Journal of Business Research, and Qualitative Market Research. His work has also been presented at leading international conferences, including the Academy of Marketing, Interpretive Consumer Research, and Consumer Culture Theory conferences.

Research interests

• Consumer Behaviour
• Consumer Culture Theory
• Nostalgia
• Vintage and second-hand consumption
• Consumers’ relationships with their possessions
   

Publications

• Abdelrahman, O. K., Banister, E., & Hampson, D. (2026). Fragile (hi) stories: Materialities of care in everyday life. Sociology. pp.1–21. https://doi.org/10.1177/00380385251401542
• Abdelrahman, O.K, and Denegri‐Knott, J. (Forthcoming). "Taking ‘Things’ Seriously: Postphenomenology and Object-Centred Methods for Consumer and Marketing Research". Qualitative Market Research.
• Abdelrahman, O.K, Banister, E. and Hampson, D.P (2020). “Curatorial consumption: Objects’ circulation and transference in the vintage marketplace”. Journal of Business Research, 114, pp. 304–11. https://doi.org/10.1016/j.jbusres.2020.03.029
• Abdelrahman, O.K, Banister, E. and Hampson, D. (2019), “I’m only a guardian of these objects”: Vintage traders, Curatorial consumption and the meaning(s) of objects” in Bajde, D., Kjeldgaard, D., and Belk, R.W (Ed.). Consumer Culture Theory (Research in Consumer Behavior, Volume 20). Emerald, pp. 55–69

Media Contribution and Public Engagement

• Featured on “You and Yours programme” on BBC Radio 4. January 9, 2023.
• Abdelrahman, O.K., and McCamley, C. (2022), “Gifts of Christmas past: buy second hand to give your loved ones the gift of nostalgia and imagination”. The Conversation.

Teaching responsibilities

Undergraduate Modules

• Transformative Marketing
• Marketing Principles & Practice

Postgraduate Modules

• International Marketing
• Research Methods in Marketing
• Marketing Essentials
• Consumer Behaviour