Raphael Odoom

Raphael Odoom

Associate Professor Raphael Odoom is a distinguished academic and researcher in Marketing at the University of Ghana Business School (UGBS), with more than a decade of experience. His expertise lies in the dynamic interplay between digital marketing, brand management, SME development, and consumer behaviour, particularly within emerging economies. He is recognised for his rigorous, contextually relevant, and theoretically sound contributions to African marketing thought.

Prof. Odoom holds a PhD in Marketing and has an impressive publication record of over 30 refereed articles in high-impact journals, including the International Journal of Contemporary Hospitality Management, Journal of Strategic Marketing, and Marketing Intelligence and Planning. Many of his publications are indexed in ISI and Scopus. As a principal investigator, his research has focused on key areas of digital transformation, such as digital content marketing, mobile money usage, and social media engagement.

Beyond academia, Prof. Odoom is a highly sought-after consultant, providing expert guidance on branding, digital strategy, and customer experience to a wide array of clients, including multinational corporations, SMEs, and public sector organisations. This dual role as a scholar and practitioner ensures his work remains grounded in real-world business challenges. He currently consults for firms and enterprises in the areas of business development, strategy and marketing innovation.

Internationally, Prof. Odoom is a Senior Research Fellow at the University of Johannesburg and an active member of prestigious academic bodies, including the Academy of Marketing Science. He also serves as a Consulting Editor for the International Journal of Management Reviews and is a regular reviewer for other leading journals. His academic leadership is extensive, having coordinated graduate programmes, led curriculum development, and served on high-level university committees. He has also supervised more than 130 student graduations across all academic levels, reflecting a strong commitment to capacity building.

His teaching philosophy is centred on fostering critical thinking and intellectual curiosity. Prof. Odoom uses an experiential approach, integrating real-time digital tools and global case studies to prepare students for the complexities of modern business. His current research explores cutting-edge topics such as the application of generative AI in marketing and the digital divide's impact on SME innovation.