Dr Masoud Keimasi

I am a Senior Lecturer in Marketing with a strong academic background and extensive industry experience. 

I hold an MSc in Business Management and a master’s degree in Business Management with a specialisation in Marketing. My passion for education and continuous knowledge development led me to pursue a PhD in Management, further strengthening my expertise in the field.

My academic career began at the University of Tehran in 2010, where I served as an Assistant Professor until 2022. In 2022, I joined DMU, where I continue to teach marketing and business-related subjects. During my time at DMU, I have undertaken leadership roles, first as Programme Leader for the Chartered Manager Degree Apprenticeship (CMDA) and subsequently as Programme Leader for the MSc International Business Management programme.

Alongside my academic experience, I bring valuable industry insight from more than 22 years in the banking sector in Iran. I began my professional career as a researcher and progressed to the position of Chief Marketing Officer. This extensive industry background enriches my teaching and research by enabling me to bridge the academic theory and real-world business practice.

I am passionate about marketing education and research, with particular interests in digital marketing, consumer behaviour, marketing communication, marketing analytics, and artificial intelligence in marketing.

I actively incorporate experiential learning approaches and business simulation games into my teaching to enhance student engagement, critical thinking, practical decision-making skills, and employability. My diverse academic and professional background enables me to create a dynamic learning environment that prepares students for success in the rapidly evolving world of marketing and business.

Member of Research and Innovation Institute, Institute for Responsible Business

https://scholar.google.co.uk/citations?hl=en&user=PxDX5-8AAAAJ

• Sheibani Moghadam, N., Keimasi, M. & Hendijani, R. (2026). Matching crisis response strategies to crisis types: insights from construal level theory and situational crisis communication theory for understanding consumer responses. Ital. J. Mark. 2026, 9 (2026). https://doi.org/10.1007/s43039-026-00133-5
• Keimasi, M., Giwa, S., Chitsazan, H., & Nasirpourosgoei, N. (2025). Typologies of Assessment Journey Experiences: Understanding What Works for Whom in Block Teaching through the Lens of a 3D Framework. Assessment and Evaluation in Higher Education 1-30. 
• Abadi, M.M.R., Keimasi, M. & Abedi, E., 2025. The Influence of Consumers' Visual Attention on Product Packaging Elements in Their Purchasing Process Using Eye-Tracking Technology. Business, Marketing, and Finance Open, 2(1), pp.72–88.
• Haghighi, M., Divandari, A. & Keimasi, M. (2010). The Impact of 3D E-Readiness on E-Banking Development in Iran: A Fuzzy AHP Analysis. Expert Systems with Applications, 37(6), pp.4084–4093. 

Advertising and Branding, Digital Marketing, Marketing Analytics, Sustainability, Consumer Behaviour, Financial Marketing, Business Simulation Games

Marketing Analytics, Marketing Simulation, Advertising and Branding, Marketing research, Digital Marketing

Marketing Management, Marketing Analytics, Marketing Management Simulation, Advertising and Branding, Marketing Research, Digital Marketing, Marketing Analysis and Strategy, Business Simulation

• Best Academic Citizen Award, Faculty of Business and Law, DMU (2024)
• Best Academic Team Award (for BizSpark), Faculty of Business and Law, DMU (2024)
• Recognised as Best Researcher in the Banking System (Iran-2012)
• Recognised as Best Research Manager in the Banking System (Iran-2014)

Certified Memebr of Marketing Research Society

Selected research project:

• Academic Enhancement Projects 2025/26 (DMU): Social Entrepreneurship & Enterprise Development (SEED): A Hybrid Simulation Game for Building Entrepreneurial Competencies
• Academic Innovation Project 2024/25 (DMU): Innovative Solutions for Cost-Effective and Impactful Business Simulation Games in LMM
• Academic Innovation Project 2023/24 (DMU): EFS: Enhancing Assessment and Feedback in Block Teaching at DMU through Student and Lecturer Collaboration

• Application of AI in Digital Marketing: Text Mining-Based Social Media Campaigns (2021)
• Neuromarketing-Based Analysis of Customer Experience in Internet Banking (2019)
• Neuromarketing-Based Analysis of Customer Experience in mobile Banking (2020)
• Customer Journey Experience Assessment in Mobile and Internet Banking Services (2018)
• Designed and implemented an annual Banking Customer Satisfaction Index, enabling systematic benchmarking against seven major competitors and supporting data-driven strategic and service optimisation decisions (2015). 

Recent conferences 

• Keimasi M., Chitsazan H., & Cook, J. (2026). Exploring Business Students’ Sustainability Mindsets Using Generative AI–Mediated Images: A ZMET-Based Approach; Learning, Teaching & Student Experience, Manchester, (May 2026 – Accepted)
• Keimasi M. (2026). Marketing Communication and the Sustainability of Blood Donation: A Qualitative Analysis of NHS Campaigns, The 58th Academy of Marketing Conference, The University of Manchester at Etihad Stadium, Manchester (July 2026-Accepted).
• Keimasi M., Chitsazan H., & Cook, J. (2026). Future Leaders’ Sustainability Lens: Mirrors and Maps of Meaning. ESD Exchange 2026 conference, De Montfort University
• Keimasi, M. (2025). From Fear to Confidence: Engaging Students in Marketing Analytics Through Co-Creation and Problem-Based Learning in Block Teaching. The 57th Academy of Marketing Conference, University college Cork, Ireland.
• Chitsazan, H., Cook, J., & Keimasi, M. (2025). Enhancing Sustainability Knowledge and Critical Thinking: A Qualitative Experiment with a Targeted Business Simulation Game (ESEQuest). The 57th Academy of Marketing Conference, University college Cork, Ireland.
• Chitsazan, H., Cook, J., & Keimasi, M. (2025). Designing Targeted Business Simulation Games (TBSGs) for Effective Learning: A Hands-On Workshop. The Chartered Association of Business Schools' Learning, Teaching & Student Experience (LTSE) Conference.
• Giwa, Sh., Keimasi, M., Chitsazan, H., & Nasirpour, N. (2025). Mapping Assessment Journeys in Block Teaching: Progressive, Static, and Regressive Pathways. The Chartered Association of Business Schools' Learning, Teaching & Student Experience (LTSE) Conference.
• Chitsazan, H., Keimasi, M., & Nasirpour, N. (2024). BizSpark: Enhancing Students' Employability and Entrepreneurial activity Through Business Plan Competitions. De Montfort University's Learning and Teaching Conference, September 2024.
• Keimasi, M., Nasirpour, N., & Chitsazan, H. (2024). Enhancing Student Learning and engagement in the Generative AI Era: The Power of Business Simulations. De Montfort University's Learning and Teaching Conference, September 2024.
• Giwa, Sh., Keimasi, M., & Chitsazan, H. (2024). From Perception to Practice: Crafting a Model to Gauge Assessment and Feedback Quality in Block Teaching through Student Perception. De Montfort University's Learning and Teaching Conference, February 2024.
• Keimasi, M. & Chitsazan, H. (2024). Measuring the Effects of Website Interactivity on Customer Purchase Intention in an Online Context. BAL Research, Innovation and Enterprise Symposium, DMU, June 2024. 

https://orcid.org/0000-0002-2982-7453