DrAdnan Yusuf

Adnan Yusuf teaches in the areas of marketing strategy, B2B marketing, and brand management. He is committed to enhancing student engagement and improving performance outcomes. Adnan is actively involved in curriculum design and the transformation of assessments for marketing units to align with the emerging AI landscape, its associated challenges, and evolving employer expectations. His contributions to teaching have been recognised through multiple teaching awards from the Deakin Business School and the Department of Marketing at Deakin University.

Adnan’s research focuses on specifying models that explain the role of marketing capabilities and market-based assets in driving firm performance. He is also interested in understanding the critical role of marketing in linking responsible business practices to firm performance. He collaborates with multi-disciplinary teams, businesses, and institutions on projects in areas such as B2B customer solutions, firm reputation, marketing department power and ESG performance, and customer participation.

His research has received notable recognition, including the ISBM Best Dissertation Proposal Award and the ANZMAC Best Paper Award. Adnan’s work has been published in the International Journal of Consumer Studies and PLOS One, and he currently has papers under review at the Journal of Service Research and the International Journal of Research in Marketing.