Staff Profiles

Prof. Edward Elirehema Marandu

Edward E Marandu

Faculty of Business



Location: Block 245-221
Phone: +26771626365
Email Prof. Edward Elirehema Marandu

PhD (University College Dublin, Ireland)

MBA (Arizona State University, USA)

BA (University of Dar-Es-Salaam, Tanzania)

Prof. Edward E. Marandu (BA, Dar-Es-Salaam; MBA, Arizona State University; PhD, University College Dublin) is Professor of Marketing and International Business at the University of Botswana. Formerly, he taught at the University of Dar-Es-Salaam and has held visiting positions at the University College Dublin and Ohio University.  Prof. Marandu has many accomplishments both professionally and academically. He has won several research awards some of which include being principal researcher to the African Energy Policy Research Network (AFREPREN) from 1996 to 2001 and Organization for Social Science Research in Eastern Africa (OSSREA) from 2003 to 2006. He has authored and edited books, on “Export Performance: Key Determinants” and “Regulation of the Power Sector in Africa: Attracting Investment and Protecting the Poor”. His contribution to knowledge is evidenced in more than 40 pieces of research in the area of marketing, international business, consumer behavior and economic regulation. Professionally, Prof. Marandu serves as a consultant to several businesses in Ireland, Tanzania, the International Trade Centre and Botswana.

Teaching Areas

  • International Marketing
  • International Business
  • Marketing Management
  • Consumer Behavior
  • International Management
  • Research Methodology
  • Cross Cultural Business Management.

Research Areas

  • Export Performance
  • Export Promotion
  • Market Orientation and Business Performance
  • Theory of Reasoned Action
  • Theory of Planned Behavior
  • Tourism Marketing Potential Analysis
  • Impact of Non-Tariff Barriers
  • Foreign Direct Investment
  • Regulating the Power Sector.


MBA Supervisions Topics

  1. Managerial Differences between Exporting and Non-Exporting Firms.
  2. Customer Satisfaction and Customer Retention.
  3. Predicting Intention Using the TAM and UTAUT Model.
  4. Factors Influencing Choice Of University

PhD Supervisions Topics

  1. Effects Of Market Orientation On Business Performance.
  2. Predicting Intention to Export
  3. Determinants of Small business success.
  4. Determinants Of Foreign Direct Investment.
  5. Relationships between on-shelve merchandising purchase.

Marandu, E. E., et al. (2019). Predicting Students’ Intention to Use E-Learning Using the Technology Acceptance Model. International Journal of Learning, Teaching and Educational Research, 18 (6): 110-127.

Marandu, E. E., Mburu, P. T., & Amanze, D. (2017). Evolution of Free Economic Zones: A Functional Taxonomy. Archives of Business Research, 5(11), 43-53.

Marandu, E.E., Moeti, N. and Joseph H. (2010). Predicting Residential Water Conservation Using the Theory of Reasoned Action, Journal of Communication, 1(2): 87-100.

Marandu, E.E. (2010). Strategy Factors Associated With the Export Performance of Manufacturing Firms. Journal of Business in Developing Nations, Volume 11: 33-76.

Kaynak, E. and Marandu, E.E. (2006). Tourism Market Potential Analysis in Botswana: A Delphi Study. Journal of Travel Research, 45(2), 227-237.

Marandu, E.E. (1995). Impact of Export Promotion on Export Performance of Manufacturing Firms: A Tanzanian Study. Journal of Global Marketing, 9(1/2): 9 – 39.

In pursuit of academic excellence