Muhammad is a lecturer in the Business School of Charles Sturt University, Australia. He earned a PhD degree in marketing from Macquarie University in 2019. His PhD research topic was how bricolage helps South Asian consumers construct their identities through fashion clothing.

Muhammad has 17 years of academic and industry experience. His industry experience primarily in the areas of sales and marketing in the FMCG sector. He has taught at various universities in Australia, including Macquarie University, the University of Sydney, and the University of New South Wales. Muhammad’s teaching interests include marketing analytics, customer analytics, digital and social media marketing, marketing research, consumer behaviour, integrated marketing communication, and business statistics. Muhammad has extensive experience in developing various units such as customer analytics, digital marketing and web analytics, integrated marketing communication, marketing research, social marketing, and business statistics.

He has published in globally renowned journals such as Organisation Studies, the Journal of Sustainable Tourism, Public Administration Quarterly, Business Strategy and the Environment, and the Journal of Consumer Studies.