Professor Muhammad Rizwan is Programme Leader for MSc Business at Northumbria University London. His teaching and research focus on marketing, consumer behaviour and the role of digital technologies in shaping consumer experiences and business decisions. He holds a PhD in Marketing from Middlesex University and brings extensive international experience in higher education, academic leadership and research supervision.
His current research interests centre on artificial intelligence in marketing, consumer behaviour and data analytics. He is particularly interested in how AI influences consumer perceptions, trust, authenticity and purchase decisions, and how analytical approaches can advance understanding of consumer behaviour and inform marketing strategy.
His published research explores branding, digital customer engagement, mobile application experiences, electronic word of mouth and purchasing behaviour. His wider work also examines cultural influences on consumption and consumers’ relationships with brands.
Alongside his programme leadership responsibilities, Dr Rizwan teaches postgraduate students and supervises dissertations and business projects. He has supervised doctoral research on digital marketing, online consumer behaviour, electronic word of mouth and consumption. His teaching connects marketing theory with contemporary business practice, supporting students in developing critical thinking, analytical capabilities and evidence-based decision-making.