Dr. Ajmal Hafeez is Associate Professor of Marketing and Programme Leader for MSc Marketing at University of South-Easter Norway. He received his PhD from the University of South-Eastern Norway, and has worked as a visiting researcher at BI Norwegian Business School and the University of Wisconsin–Madison (USA).His main research interests are in the area of innovation and technology adoption, both in consumer psychology and marketing strategy. Many of his current projects explore the impact of new technologies on consumers’ behavior and procedural learning (e.g., people learning of new skills or upskilling). Overall, the goal of his research is to contribute a better understanding of consumers, to enhance consumer learning of new product, and to help marketers to communicate innovations successfully. His work has been published in peer-reviewed conferences and he is a regular presenter and contributor to world major research conferences. Ajmal teaches courses on consumer behavior, sales and marketing strategy. Building on his research expertise, he also train and consult companies spanning healthcare, food, retail, consumer electronics, media, and technology and professional services sectors. Trained as both an academic and practitioner, his work focusses on issues of upskilling, digital strategy and analytics, entrepreneurship and innovation with a special interest in designing and setting up digital platforms and ecosystems, and the future of work. With in-depth knowledge, he continues to provide insights into emerging trends, alternate perspectives and fresh ideas to a number of private and public organizations. Recent projects included bringing policy makers back to the society, developing new skills for new technologies, evaluating the impact of social capital on firm and industry performance, evaluating digital and sustainable practices of regional firms, evaluating on-demand e-learning methodologies, developing innovation and entrepreneurship policy, and developing future of work skills and capabilities.He is specialized in transformative marketing with a passion for bridging the skills gap between work and education through experiential learning and hands on practical knowledge. He believes in upskilling citizens through digital transformation of society by which people learn useful skills and knowledge they can apply right away.