Senior Lecturer of Marketing, Samer Elhajjar professed that his mother had a major influence in shaping him to become an educator.
Samer grew up seeing his mother teach in a school in an impoverished area of Lebanon, recovering from a long civil war.
“She was not just an educator, she was a passionate and patient mentor who saw teaching as an opportunity to shape not only young minds but also values and principles,” he said.
“I remember accompanying her to the school and witnessing the dire circumstances in which these students lived and learned. Those visits left an indelible mark on me and reinforced the paramount importance of education in transforming lives,” Samer added.
Poverty in the country resulted in dilapidated classrooms and minimal learning materials. The lack of teachers and facilities often led to overcrowded classrooms.
Despite the challenges, Samer saw many of his mother’s students succeed, some became accountants, architects and engineers. Samer realised education is more than just imparting knowledge. It provides a beacon of hope; a way to break free from the limitations of a challenging environment.
A new journey
Samer’s academic journey began when he discovered the field of marketing during his undergraduate days at the Lebanese University.
“Marketing became a fascinating outlet for creativity. I was inspired by marketing mavericks like Seth Godin and Philip Kotler, who redefined the discipline. The realisation that marketing is not just about selling products but about crafting compelling stories, understanding consumer psychology, and utilising various mediums to communicate,” he explained.
Not forgetting his childhood revelation, Samer decided to pursue a career that not only integrates marketing with education, but only impacts the society,” added Samer. He then pursued his Master in Marketing at the University of Rennes and attained a PhD at the University of Strasbourg.
At NUS Business School today, his research is centred on improving education. He is exploring innovative ways to elevate the quality of marketing education, by delving into strategies to equip educators better deliver engaging and effective instruction.
In class, Samer encourages students to work on projects where they create marketing strategies, monitor their performance using analytics tools, and optimise their plans accordingly. “This hands-on experience not only equips them with practical skills but also demonstrates the dynamic nature of the marketing field,” he explained.
Hopes and dreams
Looking ahead, Samer plans to follow his mother’s footsteps and create greater impact through teaching. He hopes to build an environment that fosters genuine connections among students and encourages the appreciation of diverse perspectives. Only then can he help nurture well-rounded individuals who can thrive in a world characterised by diversity and interconnectedness.