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JOHN R. PHILEMON

Professor

University of Dar es Salaam Business School

Marketing

Biography

John R. Philemon is an Associate Professor of Marketing at the University of Dar es Salaam Business School (UDBS). He joined the university in 2001 and has since served in multiple leadership roles, including Coordinator for Postgraduate Studies, Coordinator for Research and Publications, and Coordinator for Practical Training and the Career Services Centre. His research focuses on digital marketing, international trade, and consumer and tourist behavior, areas in which he has published extensively and supervised numerous undergraduate and postgraduate theses.

 

Philemon is a certified trainer with the International Trade Centre (ITC)—a joint initiative of the World Trade Organization (WTO) and the United Nations (UN). He is accredited to train on ITC tools such as: Trade Map – export performance and market opportunity analysis and Market Access Map (MacMap) – tariffs, trade agreements, and regulatory requirements. However, he is also competent to train on: (1) Export Potential Map – product-market export potential assessment (2) ePing – SPS and TBT notification monitoring. In addition to his academic work, he is a published author of fiction, with three novels to his name: It Can’t Be True, YES, I DID IT, and NURU GIZANI, all of which reflect his interest in social issues and storytelling. He has served as an external examiner for various Tanzanian institutions.

Research Interest

  1. Consumer/tourists behavior
  2. International trade/business
  3. Services marketing
  4. Digital marketing 

 

Contacts

Email:

Projects

Publications

  1. Philemon, J. R., & Kessy, S. S. (2016). Top management characteristics and firms’ performance in Tanzania: A case of selected firms. Business Management Review, 18(2), 1–12.
  2. Mwakyusa, J. R. P., & Katema, C. (2024). Service recovery and customer satisfaction in the Tanzania telecommunications companies. ORSEA Journal.
  3. Wildard, J. G., Jani, D., & Philemon, J. (2016). Influence of relationship marketing on customer retention in Tanzania luxury hotels. In 17th International Academy of African Business and Development Conference Proceedings.
  4. Philemon, J. R., & Jani, D. (2021). Tour guides’ perception for sustainable tourism. Tanzania Journal of Development Studies, 19(1), 189–194.
  5. Jani, D., & Mwakyusa, J. P. (2021). Residents' perception of festival impacts and satisfaction: A focus on Zanzibar International Film Festival (ZIFF). International Journal of Event and Festival Management, 12(4), 365–379.
  6. Jani, D., & Mwakyusa, J. P. (2016). Comparison of local and international festival attendees' motives and perception of festival impacts: Case of Sauti Za Busara. Event Management, 20(3), 341–351.
  7. Jani, D., & Mwakyusa, J. P. (2022). Sustainability, hedonic, utilitarian and social benefits of car sharing: Evidence from Tanzania. [Journal name not specified].
  8. Harrison, M., & Mwakyusa, J. R. P. (2022). Effects of COVID-19 risk perceptions on international tourists’ travel intentions to Tanzania. Business Management Review, 25(1), 1–14.
  9. Masisa, G., & Mwakyusa, J. R. P. (2021). Examining factors influencing employees’ satisfaction with employment injury schemes in Tanzania – Using SmartPLS analysis technique. Business Management Review, 24(2), 100–116.
  10. Holden, H. K., & Mwakyusa, J. P. (2022). The influence of short message services (SMS) advertisements on purchase intentions by mobile telecommunication consumers. University of Dar es Salaam Library Journal, 17(2).
  11. Anthony, I., & Mwakyusa, J. P. (2022). Factors influencing consumers’ choice of petrol filling stations in Tanzania. ORSEA Journal.
  12. Mwakyusa, J. R. P., & Mcharo, E. W. (2024). Role ambiguity and role conflict effects on employees' emotional exhaustion in healthcare services in Tanzania. Cogent Business & Management.
  13. Masele, J. J., & Philemon, J. R. (2025). Assessing field practical training for skills acquisition among university business students in Tanzania: enhancing graduates’ employability. Papers in Education and Development, 42(2). Retrieved from https://journals.udsm.ac.tz/index.php/ped/article/view/8538
  14. Kinogo, I., Jani, D. & Mwakyusa, J. P. (2024). Assessing the Drivers of Customer Delight and Loyalty in Tanzanian Online Banking: An Integrative Framework. Business Management Review, 27(2), 73-89. https://doi.org/10.56279/bmrj.v27i2.6918
  15. Mwakyusa, J. R. P., & Nderumaki, L. N. G. (2024). Examining the influence of digital platforms on purchase decisions of university students in Tanzania. Business Management Review.
  16. Mwakyusa, J. P. (2021). Tourism opportunities and challenges in Tanzania. In [Book Title Not Specified]. Cambridge Scholars Publishing.
  17. Jani, D., & Mwakyusa, J. P. (2022). Climate change–tourism nexus and mitigation strategies in Tanzania. In Okech, R., Kieti, D., & Van der Duim, R. (Eds.), Tourism, climate change and biodiversity in Sub-Saharan Africa (Vol. 46). African Studies Centre Leiden. https://hdl.handle.net/1887/3514070