Now Reading: Abdelmajid CHARRASS: From Interbank Digital Strategy to Academic Leadership in Marketing
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Abdelmajid CHARRASS: From Interbank Digital Strategy to Academic Leadership in Marketing
Abdelmajid CHARRASS: From Interbank Digital Strategy to Academic Leadership in Marketing
For Abdelmajid CHARRASS, the move from financial services into higher education brought a practical understanding of digital marketing into a different setting. A decade at Morocco’s Centre monétique interbancaire preceded his appointment at ENCG Béni Mellal, where marketing, branding and digital technologies now meet in his academic work.
An Associate Professor (HDR) of Marketing and Branding, international consultant, author and speaker, CHARRASS works across several parts of the same discipline. His career connects the commercial experience of serving customers with questions about how brands communicate, how people respond and how marketing knowledge is taught.
Bringing commercial experience into academic work
CHARRASS joined ENCG Béni Mellal in March 2021. Within Université Sultan Moulay Slimane, his teaching focus includes advanced digital marketing skills and the integration of digital technologies into education, with an emphasis on preparing students for contemporary market demands.
Before that appointment, he was Regional Manager at the Centre monétique interbancaire from March 2011 to March 2021. Earlier, he worked in customer relations at Attijariwafa Bank between 2008 and 2011.
That progression gives his academic work a clear professional context. Marketing and user experience were part of his working life before they became subjects he would pass on in an educational setting. The connection between commercial practice and academic learning is a central thread in his career.
Looking beyond the tools of digital marketing
Digital marketing brings together a wide range of activities, from search and social media to content, analytics and online reputation. CHARRASS’s professional interests cover these connected areas, alongside marketing strategy, branding and user experience.
The tools matter, but they sit within a wider set of questions. What does a brand communicate? How does a customer interpret that message? And how do organisations make sense of changing online behaviour? These questions give the discipline a broader purpose than familiarity with individual platforms.
His professional development includes certifications in online community building, social media strategy, digital reputation and difficult conversations. Communication, strategy and digital strategy are recurring elements of his professional focus.
Research at the intersection of brands and behaviour
CHARRASS’s publications explore how marketing interacts with consumer attitudes, environmental concerns and digital influence. One examines the relationship between the green marketing mix and green purchase intention, including the roles of perceived value, health consciousness and environmental concern.
Another develops a theoretical framework for green virtual influencers. The topic brings sustainability into a discussion about digital personalities and brand communication, placing familiar marketing questions in a changing technological setting.
Tourism also features in his research. His publication on social networks and tourist destination image maps research trends and future directions across the period from 2015 to 2024. It connects online communication with the way destinations are perceived, a subject relevant to the wider study of branding.
His published work also addresses brand decline and influencer marketing in healthcare. Together, these topics show an interest in marketing across different settings, from destination image to the communication challenges facing particular professions.
A foundation in marketing and management
CHARRASS completed a doctorate in Economics and Management at Université Mohammed V de Rabat in 2020. His earlier postgraduate studies included international trade and the World Trade Organization at Université Mohamed V Rabat, alongside a master’s degree in Marketing from ENCG Marrakech.
This combination places specialist marketing knowledge within a broader understanding of commerce and management. Alongside his experience in financial services, it forms the background to his present work in teaching, research and consultancy.
Digital marketing becomes more meaningful when its tools are connected to the people, markets and decisions behind them.
Recognition by Icons Morocco
Icons Morocco highlights Abdelmajid CHARRASS for a career connecting commercial experience with marketing education and research. His work brings together questions about digital communication, brand behaviour and the preparation of future marketing professionals.
For readers following Morocco’s business and academic communities, that connection offers a useful perspective: professional practice and academic enquiry can inform one another, while keeping attention on the changing relationships between brands and their audiences.
