Pravin Balaraman

Research activity per year

Personal profile


My research and teaching focus on Marketing Strategy, Customer Relationship Management (CRM), Relationship marketing, International Marketing Managment and B2B (Business to Business Marketing Strategy).


Before joining the departement I was Tutor for MBA in University of Strathclyde and  Advocate practicing in the High Court Madras, Chennai, India.


I have been invited to deliver lectures and seminars in countries such as India, Greece and the Czech Republic. 


I was Programme Leader for BA Marketing and previously Programme Leader for MSc International Marketing Management for nearly five years



I have been involved in teaching lectures in the areas of Marketing Strategy, Business Research Methods, International Marketing Management and Business to Business Marketing Strategy.  I have also delivered executive programmes in Marketing Management and International Business Management.



Desired research direction

Customer Relationship Management (CRM) in Middle East Banking Sectors, Relationship Marketing, International Business Management, ERP SYSTEM – in Emirates Airlines, Business to Business Relationship management in Higher Education.

Target collaborative organisations


  • 2012 to 2016 – Guest lecturer in MCC (Madras Christian College), Chennai, India 

  • 2012 to 2016 - Guest lecturer in EDI Entrepreneurship Development of Institute, Ahmedabad, India.

  • 2011 –Guest lecturer at Alpha College, University of Chennai, India.

  • 2010 and 2011 - Jan Evangelista Purkyne University in Usti and Labem, Czech Republic.

  • 2006 to 2009 – Teaching and supervision experience for Greek students as part of a successful MSc in International Marketing programme jointly run by UWS and the Graduate Technological Education Institute of Piraeus, Athens.

Current research activities

Journal Publications


  1. Balaraman P and Huang X (2016), “A University perspective on International partnership management”, International journal of Business, Economics and Law Vol. 10, August 2016 (ISSN 2289 – 1552)

  2. Balaraman P, Tarbert  H, Alkhatib and A H, Saqr, K S, (2014), “A CRM Study in Banking sector: A case study from UAE”, Australian Journal of Business, Economy and the Environment (AJBEE) 2014.

  3. Balaraman P, “Understanding the Link with Customer Relationship Management”, Hendry Stewart Publication Talks Publishers, London. May 2010

  4. Balaraman P, and Donaldson, B, “Realities of Customer Relationship Management (CRM) in a Multinational Corporation”, LAP LAMBERT Academic Publishing AG & Co. KG (Monograph), January 2010.

 Conference Papers:


  1. Balaraman P and Huang X (2016), “A University perspective on International partnership management”, 10th Kuala Lumpur International Business, Economics and Law Conference, held during August 27 and 28, 2016


  2. Balaraman P, Pang N and Ho J W (2015), “A comparative study of the factors affecting the consumer attitude towards private label grocery goods between United Kingdom and Malaysia – a case study of Tesco”, Academy of Marketing conference, Held at the University of Limerick, July 7-9, 2015.

  3. Madhana R and Balaraman P, “Dreaming, Believing and Achieving – A Study of Women entrepreneurs through self help groups in India”, The 11th Asian Academy of Management International Conference 2015, Penang, Malaysia, 2nd to 4th October 2015

  4. Madhana R, Balaraman P, Menon U, “A  Quantitative Analysis of the Progress of Women Entrepreneurs Through Self Help Groups in India”, Eleventh Biennial Conference on Entrepreneurship held during February 18-20, 2015
  5. Balaraman P, Tarbert  H, Alkhatib and A H, Saqr, K S, (2014)  “An insight into the use of CRM in the UAE banking sector for attracting, retaining and enhancing customer relationship”, Australian Academy of Business and Social Sciences Conference 2014 (In Partnership with The Journal of Developing Areas, The JDA, USA) ,  will be held on 25th - 26th August 2014 at Grand Seasons Hotel, Kuala Lumpur, Malaysia..

  6. Tzanidis T, Stevens L, Balaraman P(2014), ““Exploring genetically modified food attitudes in a post economic crisis setting: A Qualitative Study of the Greek Perspective”, Annual British Academy of Management Conference,taking place at Belfast Waterfront, Belfast, Northern Ireland, 9-11 September, 2014.

  7. Balaraman  P, (2013), “Qualitative analysis of internal CRM process within a multinational corporation”, The 10th Asian Academy of Management International Conference 2013, Penang, Malaysia, 23rd August to 25th August.

  8. Huang, X. , Balaraman, P. and Tarbert, H. (2013)  A Relationship Process Model of International Partnerships in Higher Education in: 27th Annual British Academy of Management Conference, 10th - 12th September 2013, Liverpool, United Kingdom

  9. Huang, X. and Balaraman, P.(2013)  A Framework for Examining International Student Recruitment—A B2B Relationship Perspective In: 42th Academy of Marketing Science Annual Conference , 15-18 May, 2013, Monterey, California, USA

  10. Huang, X. and Balaraman, P. (2013)  Case Study Strategy in Business and Management Research In: The 4th International Conference on Engineering and Business Management , 11-13 March 2013 ,Wuhan ,China   ISBN:9781618960214  

  11. Balaraman P, “Understanding the CRM process: The significance of internal buy-in”, University Research Conference, May 2007.

  12. Balaraman P, “Understanding the CRM Process: The Importance of Internal Members and Their Perceptions within a Major IT Services Provider”, Academic Business World, Martin, Tennessee, USA held in June30-July 1, 2005

  13. Donaldson B, Balaraman P & Tzokas N, “An examination of CRM processes: a conceptual framework and research agenda”, Presented as Competitive papers in Academy of Marketing, Nottingham, held in July 4th-6th, 2002.

  14. Balaraman P, Donaldson B & Tzokas N, “The internal and external CRM process: a conceptual framework and research agenda”, Presented in the Hawaii International Conference on Business, Honolulu, USA held in June 18-June 22, 2002.

Other areas of expertise available for knowledge exchange

Marketing Strategy, Customer Relationship Management (CRM), Relationship Marketing, International Business Management, ERP SYSTEM  and B2B - Business to Business Marketing

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 2 - Zero Hunger

External positions

External Examiner, Staffordshire University

27 Feb 202028 Feb 2024

External Examiner, University of West London

20 Jan 202030 Nov 2023

External Examiner , Robert Gordon University

1 Sept 20131 Aug 2017


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