Azzam Rifi is a Marketing Instructor and PhD candidate in Marketing at the Faculty of Business Administration, Beirut Arab University, Lebanon. His research focuses on consumer behavior and consumer-brand relationships. He teaches undergraduate courses across marketing, management and business, and supports students through academic advising, orientation and career development. He also serves as a reviewer for the Journal of Entrepreneurship and Innovation in Emerging Economies (Sage) and is an ICF-certified coach.

Consumer behavior and consumer-brand relationships, including brand hate, brand credibility and brand equity; services marketing; digital and social media marketing; and entrepreneurship. Quantitative research methods, particularly survey research and structural equation modeling.

PhD in Marketing (in progress, full scholarship) – Beirut Arab University, Lebanon. Master’s in Management (Marketing), 2020 – Beirut Arab University. Thesis: Impact of Perceived Justice on Customer Satisfaction, Brand Credibility, and Brand Equity. Bachelor of Commerce & Business Administration (Banking & Finance), 2016 – Beirut Arab University, Tripoli. ICF Level 1 (ACC) Transformational Coaching Certification, 2026 – CoachMasters Academy. Project Management Ready, 2023 – Project Management Institute (PMI).

Marketing (marketing principles, e-business and e-commerce, digital marketing), management (principles of management, operations, international business, entrepreneurship), business ethics and corporate social responsibility, business communication, economics, and banking and finance (financial institutions, risk management, derivatives, insurance, Islamic banking). Also runs workshops on communication, presentation skills and project management, plus student advising and career coaching.

Reviewer – Journal of Entrepreneurship and Innovation in Emerging Economies, Sage (2026) ICF Level 1 (ACC) Coaching Certification – CoachMasters Academy (2026) Member – ICF Global and ICF Lebanon Chapter Training of Trainers in Entrepreneurship and SMEs (2024) Project Management Ready – Project Management Institute (2023) Certificates in professional communication, presentation skills and public speaking (2024)