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Bilal Akbar

Senior Lecturer

Nottingham Business School


Dr. Bilal Akbar is a lecturer in Marketing and teaches a wider range of marketing-related modules at undergrad and postgrad levels. Bilal is an active researcher and publishes in the area of social marketing, behaviour change, and consumer behaviour.

External activity

Bilal is a member of the following:

  • Ethics Committee of International Social Marketing Association
  • Social Marketing Standards of International Social Marketing Association
  • Increase the Academic Offerings Committee of the International Social Marketing Association
  • Increase social media & Internet Presence committee of the International Social Marketing Association
  • European Social Marketing Association
  • Chartered Institute of Marketing
  • Academy of Marketing


  1. Akbar, M.B., Singh, L., Deshpande, S., Amoncar, N., (2022), COVID-19 Vaccine Perceptions Among South Asian Communities in the UK: An Application of the Theory of Planned Behavior, Health Marketing Quarterly.
  2. Akbar, M. B.,  Azara, I., Lawson, A., Tomasella, B.  (Under production), Achieving sustainable tourism: social marketing as a strategy to increase tourists’ pro-environmental behaviour, In: Ramkissoon, H. (ed.) Handbook on Tourism and Behaviour Change. Cheltenham: Edward Elgar Publishing
  3. Akbar, M. B., Lawson, A., Turner, N. (2022). Lauterborn’s 4Cs. In: Fourali C., French J. (eds) The Palgrave Encyclopedia of Social Marketing. Palgrave Macmillan, Cham.
  4. Akbar, M. B., Garnelo-Gomez, I., Ndupu, L., Barnes, E., Foster, C. (2021). An analysis of social marketing practice: Factors associated with success. Health Marketing Quarterly.
  5. Akbar, M. B., Foote, L., Lawson, A., French, J., Deshpande, S., & Lee, N. (2021). The social marketing paradox: Challenges and opportunities for the discipline. International Review on Public and Non-profit Marketing. 
  6. Akbar, M. B., Foote, L., Soraghan, C., Millard, R., Spotswood, F. (2021). What Causes Social Marketing Programmes to Fail? A Qualitative Study. Social Marketing Quarterly, Vol. 1, No. 18.
  7. Akbar, M. B., Ndupu, L., French, J., Lawson, L. (2021). Social Marketing: Advancing New Framework to Guide Programmes. RAUSP Management Journal, Vol. 56, No. 3.
  8. Akbar, M. B., French, J., & Lawson, A. (2020). Use of social marketing in sexual health: An exploratory review. Social Business, 10(4), 365–381.
  9. Akbar, M. B., French, J., & Lawson, A. (2019). Critical review on social marketing planning approaches. Social Business, 9(4), 361–393.