Life at SAIT
Dr. Oraedu joined the School of Business in 2023 and teaches a range of marketing and supply chain courses, including Marketing Research, Fundamentals of Marketing, Brand Management, Strategic Marketing, Integrated Marketing Communication, and Applied Cases in Procurement. He brings extensive international, professional, and research experiences to the classroom. Dr. Oraedu is known for fostering high-quality, transformational learning experiences, and encouraging innovation, practical application, and creativity. His teaching philosophy centers on students as co-learners, creators, and active participants in the knowledge exchange process.
Outside the classroom, Dr. Oraedu is passionate about soccer, video games, working out, and theatre.
Education
Dr. Oraedu earned a PhD in Marketing from the University of Nigeria, following his undergraduate and graduate studies in Marketing at Ebonyi State University, Nigeria. He is also Lean Six Sigma certified.
Professional Accomplishments
Dr. Oraedu’s industry experience significantly complements his academic pursuits, providing him with a practical understanding of marketing and business management. He has held roles such as Projects and Partnerships Manager, Senior Procurement Officer, and Business Development Manager in healthcare and consumer goods marketing firms. Over his career, he has contributed to the design and implementation of effective change management processes. Dr. Oraedu also served as a visiting faculty member at the University of Calgary.
He actively contributes to the Calgary Marketing Association, the Canadian Marketing Association, and Supply Chain Canada.
Research
Dr. Oraedu is a committed scholar with research interests in contemporary issues in consumer behavior, focusing on areas such as consumer experience, human-computer interactions (AI),
customer relationship quality and consumer environmental-benign behavior. He has explored the impact of these themes on market bottom-lines, particularly in the retail and service domains. Dr. Oraedu’s work has been published in peer-reviewed journals, including Energy Efficiency, Journal of Relationship Marketing, the International Journal of Quality and Reliability Management, Management Research Review and SAGE Open. He has also been an ad-hoc peer reviewer for Behaviour & Information Technology, International Journal of Quality & Reliability Management, International Journal of Human-Computer Interaction, and Management Decision.
Publications
Published papers are available at: https://scholar.google.com/citations?user=cOwfMqcAAAAJ&hl=en and https://orcid.org/0000-0001-5834-6133
JOURNAL ARTICLES
Oraedu, C., Idoko, E., Ugwuanyi, C.C., Nwanmuoh, E, and Onyishi, I.E (2022), “Does Smart Meter really stimulate households’ sustainable electricity consumption behaviour? An attitudinal-behavioural study”, Energy Efficiency Journal Vol. 15 (4), pp. 1-20; DOI: 10.1007/s12053-022-10025-0
Ugwuanyi, C.C, Oraedu, C., Ifediora, C., Izogo, E.E., Asongu, S., and Attamah I., (2022) Understanding drivers of Self-service technologies satisfaction on marketing bottom-lines: Evidence from Nigeria, International Journal of Technology and Human Interaction, Vol. 18 (1), pp. 1-21; DOI: 10.4018/IJTHI.299075
Oraedu, C (2021), How relationship value and quality motivate customers’ word-of-mouth behaviour: Expressing the rules of reasoning in the Nigerian telecom market, International Journal of Quality and Reliability Management, Vol. 38, No 1, pp. 249-272; DOI 10.1108/IJQRM-07-2018-0188
Oraedu, C., Izogo, E.E., Nnabuko, J.O., and Ogba, I.E (2021) Understanding electronic and face-to-face word-of-mouth influencer: an emerging market perspective, Management Research Review, Vol. 44, No 1, pp. 112-132; DOI: 10.1108/MRR-02-2020-0066
Idoko, E.C., Oraedu, C., Ugwuanyi, C.C, and Ukanna, S.I., (2021) Determinant of smart meter on sustainable energy consumption behaviour: a developing country perspective, SAGE Open, Vol. 11 No. 3, DOI: 10.1177/21582440211032193
Ugwuanyi, C.C, Oraedu, C., and Moguluwa, S.C., (forthcoming), Self-Service Technologies (SSTs) experience, customer satisfaction and reuse intention in the retail banking sector: Evidence from Nigeria, International Journal of Business Information Systems, DOI: 10.1504/IJBIS.2022.10044949
Ugwuanyi, C.C., Uduji, J.I., and Oraedu, C (2021) Customer Experience with self-service technologies in the banking sector: Evidence from Nigeria, International Journal of Business and System Research, Vol. 15, No. 4, pp. 405-424, DOI: 10.1504/IJBSR.2021.10029513
Izogo, E.E., Oraedu, C., and Azare, Y.A., (2021), Effect of electronic word-of-mouth (eWOM) valence on customer engagement and loyalty behaviour across cultures, Journal of Marketing Research, Vol. 5, No 1, pp. 35-49, ISSN: 0794-1374
Oraedu, C (2019) Structural equation test of service quality dimensions on the relationship quality construct: Evidence from an emerging telecom market, Journal of Relationship Marketing, Vol. 18 (2), pp. 146-171; DOI:10.1080/15332667.2018.1534066
Oraedu, C, and Nnabuko, J., (2019) Eclecticism of Marketing: Strength or Weakness? Management and Economics Research Journal, Vol. 5 (2019), 12, DOI:10.18639/MERJ.2019.839005
Oraedu, C., Izogo, E.E., Ozo, J.U., Udu, A.A and Egele, A.E., (2018) Empirical study of relationship quality in a service setting of an emerging economy: The Nigerian experience, Journal of Service Science Research, Vol. 10:117-143, DOI 10.1007/s12927-018-0004-z
Oraedu, C., Ozo, J.U., Eke, D.I., and Udu, A., (2018) Marketing and Entrepreneurship: The applications of relationship quality construct, International Journal of Sciences and Research, Vol. 74 (4/1) April, pp. 422-437 DOI: 10.21506/j.ponte.2018.4.29
Izogo, E.E., Reza, A., Ogba, I.E., and Oraedu, C (2017) Determinant of relationship quality and customer loyalty in retail banking: Evidence from Nigeria, Africa Journal of Economic and Management Studies, Vol. 8 (2), pp. 186-204, DOI: 10.1108/ajems-01-2016-0011
Ogba, I.E and Oraedu, C (2013), Examining the impact of university academic strike on student customers self, group and classroom learning outcomes (performance), Journal of the Business Masters 3(1) ISBN: 15969932.
BOOKS
Oraedu, C (2014), Understanding Civic Education: A Simplified Approach. Kelu Publisher and Print, Enugu, ISBN: 978-978-938-437-2.
CONFERENCE RESEARCH PROCEEDINGS AND PRESENTATIONS
Ohanagorom, M. I., Oraedu, C and Okwo, H (2023) Factors affecting SMEs' adoption of modern technology: a developing country perspective. American Marketing Association (AMA) Winter Academic Conference, Nashville, Tennessee, 10 – 12 February 2023
Oraedu, C (2021) A 5-Tier Plastic Waste Management Intervention for Developing Economies. A paper presented at the Association of Commonwealth Universities (ACU) Blue Charter Grant Webinar. 10th March, 2021.
Oraedu, C and Idoko, E. C (2020) Does smart meter really stimulate households’ sustainable electricity consumption behaviour? An attitudinal-behavioural study. Proceedings of the 14th Annual International Conference of the Academy of Management of Nigeria (TAMN). 20th Nov. 2020.
Oraedu, C., Ozo, J.U., Eke, D.I. (2016) Integrating the Relationship Quality Construct in Entrepreneurial Context: An empirical review. Educators’ conference of the National Institute of Marketing of Nigeria (NIMN) at Moshood Abiola Polytechnic, Abeokuta Ogun State 10th of Nov. 2016
Oraedu, C., and Ozo, J.U (2016) Empirical assessment of academic disengagement on student customers’ academic performance: Evidence from Nigeria, Proceedings of Faculty of Management Sciences’ 2016 International Conference on managing diversification for sustainable development in sub-Sahara Africa, 8th -10th November
NON-PEER-REVIEWED CONFERENCE AND WORKSHOP
Alberta WIL Catalyst Conference, “Fueling Economic Diversification through WIL, Innovation and Research,” Red Deer Polytechnic, Red Deer, Alberta, 30th May, 2024.
The Calgary Marketing Association's premier event, "Marketing Trends for 2024," featuring top industry mavens from Google, Forrester, and Stone Olafson. At the Calgary Central Library, 30th November, 2023.
The Calgary Marketing Association's Panel discussion, “AI & Chat GPT: Transforming Marketing Strategies,” At the Earl Grey Golf Club, SW, Calgary, 12th October, 2023
Oki, Âba wathtech, Danit'ada, Tawnshi, Hello.
SAIT is located on the traditional territories of the Niitsitapi (Blackfoot) and the people of Treaty 7 which includes the Siksika, the Piikani, the Kainai, the Tsuut’ina and the Îyârhe Nakoda of Bearspaw, Chiniki and Goodstoney.
We are situated in an area the Blackfoot tribes traditionally called Moh’kinsstis, where the Bow River meets the Elbow River. We now call it the city of Calgary, which is also home to the Métis Nation of Alberta.