is Senior Lecturer (Associate Professor) in Marketing Analytics at Birkbeck, University of London, where he also serves as Programme Director for the MSc Management with Marketing and MSc Marketing Analytics programmes.
He earned his PhD in Business Management from Brunel University London (2017), a degree that earned the institution’s Vice-Chancellor’s Prize for Doctoral Research. Previously, he held assistant-professor roles at Coventry University, Brunel University, and several universities across the Middle East.
Dr Sammour’s teaching spans research methods in management, brand management, marketing analytics, and digital marketing — often integrating AI, VR, and digital-transformation tools. His research centres on corporate heritage brand identity and management, brand innovation and communication, as well as the intersection of financial technology, artificial intelligence and digital transformation on business and society.
Alongside his academic roles, he brings over a decade of marketing-consultancy and entrepreneurial experience in the telecom sector in the Middle East and continues to consult with technology organisations across Asia and Europe.