Dr. Wael Nuweihed


Wael Nuweihed is a part-time Professor of Marketing. He holds a Doctorate in Business Administration (DBA) and a Certificate of Research in Management Science (CRMS) from Grenoble Ecole de Management (GEM) in France, along with an MBA and a BSc. in Business from the Lebanese American University (LAU). 

Wael has more than 20 years of work experience covering the Levant, Arabian Peninsula, North Africa and CIS markets across several industries and categories (Meals; Desserts; Snacks; Ice Cream; Edible Oils; Beverages; Household, Automotive and Industrial Paints). He offered several consultation services, seminars and workshops on marketing strategy, business and revenue models, brand building, innovation management, brand campaigns, and process optimization.

Wael holds many certifications in coaching, leadership, innovation, and change management. He is a mentor at Berytech (Impact Rise Program) and MIT Lebanon Challenge, and a digital skills trainer at INJAZ Lebanon (affiliate of Junior Achievement Worldwide).

Teaching Interests 

  • Innovation Management 
  • Marketing Research
  • Consumer Behavior

Research Interests

  • Brand Equity
  • Brand Communication
  • Consumer Behavior

Research In Progress

  • “The Role of Advertising in Building Consumer-based Brand Equity within Low Involvement Products”. (with Dr. Olivier Trendel)
  • “The Moderating Role of Product Involvement on the Effect of Advertising on Brand Equity”.  (with Dr. Olivier Trendel)