Dr Aftab Dean, Senior Lecturer

Dr Aftab Dean

Senior Lecturer

Dr Dean is the Deputy Director of the DBA at Leeds Business School. He has a very high number of doctoral completions and his research interests include social responsibility, governance, branding, student engagement and corporate reputation. He has two decades of experience working in HE and has experience of working in Europe, the Gulf and South East Asia. He developed the first MSc in E-business for the HE sector and has been active in the digital marketing field both as a practitioner, researcher and academic examiner. He is currently jointly developing the first Executive DBA in the UK.

After having presented over 50 papers, at numerous international conferences, he has been awarded a number of prestigious prizes for his research. Dr Dean has twice been commissioned by the UK Government's Higher Education Academy Business Discipline to analyse the National Student Survey (NSS) full dataset. His findings have challenged current views on factors that were believed to influence student satisfaction in Higher Education. His research on student engagement has been disseminated, through workshops, to university directors.

Dr Dean has been actively engaged with companies in Europe, Africa, North America and Asia to enhance their brand reputation through applying a rigorous governance framework of accountability. He has helped several companies design questionnaires and data mine their customer databases to develop new strategies of innovation and growth.

Research Interests

The current research that Dr Dean has undertaken has led to requests, from several universities, to deliver student engagement workshops at their institutes. He is additionally working on several projects in the areas of innovation, social responsibility, governance, branding and corporate reputation.

Dr Aftab Dean, Senior Lecturer

Selected Outputs

  • Dean AA (2010) Academic research on student engagement - lost formulae to inspiring students.

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  • Wu J; Lodorfos G; Dean A; Gioulmpaxiotis G (2015) The Market Performance of Socially Responsible Investment during Periods of the Economic Cycle – Illustrated Using the Case of FTSE. Managerial and Decision Economics: the international journal of research and progress in management economics, 38 (2), pp. 238-251.


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  • Gibbs P; Dean A (2015) Do higher education institutes communicate trust well?. Journal of Marketing for Higher Education, 25 (2), pp. 155-170.


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  • Dean A; Gibbs P (2015) Student satisfaction or happiness?. Quality Assurance in Education, 23 (1), pp. 5-19.


  • Gibbs P; Dean A (2014) Troubling the Notion of Satisfied Students. Higher Education Quarterly, 68 (4), pp. 416-431.


  • Schlegel D; Dean AA; Britzelmaier B (2012) Cost-of-capital of business units: Comparison of methodology in previous empirical research. International Journal of Management Cases, 14 (1), pp. 117-131.


  • Dean AA (2012) Improving the learning experience of international students. International Journal Management Cases, 14 (1), pp. 207-22.


  • Dean AA; Laick S (2011) Using web 2.0 technology in personnel marketing to transmit corporate culture. International Journal Management Cases, 13 (3), pp. 297-203.


  • Dean AA; Probert S (2011) British Muslim students’ experience of higher education: an analysis of National Student Survey results for UK business schools. Prospectives, (2), pp. 18-25.