Dr Kiggwe Musa is the current acting Head of Department, Marketing and Media Studies under the Faculty of Marketing and International Business at Makerere University Business School. Musa is a lecturer in the Department of Marketing and Media Studies, Faculty of Marketing and International Business of Makerere University Business School. He holds a Doctor of Philosophy (PhD) in Marketing, an MSc Marketing, and a Bachelor of Commerce with a marketing major from Makerere University. As a Lecturer, he has facilitated various course units in the areas of Sales Force Management, Salesmanship, Consumer Behaviour, Digital Marketing, and Marketing Management, among others, both at postgraduate and undergraduate levels. He has taught for over 18 years and is steadily growing through the ranks of his academic career. Musa has published several peer reviewed journal articles as well as being a peer reviewer for several publishing houses. Musa has practised marketing, particularly in sales. He continues to advise businesses on how to improve their Marketing and Sales. Musa fluently speaks English, with basic proficiency in Arabic and Kiswahili languages. He enjoys working as a team
Meet the staff
Our dedicated team of business experts brings a wealth of academic and industry experience to equip students with practical skills in leadership, strategy, finance, marketing, and operations. Committed to excellence, our staff foster innovation and critical thinking to prepare future business leaders
- Dr.
Musa Kiggwe
- Lecturer/ Head of Department Marketing & Media Studies
- mkiggwe@mubs.ac.ug
- +256 704 16 32 35
Research Interests
- Consumer Behavior
- AI Marketing
- Digital Marketing
- Sustainability Marketing
- Tourism Marketing
- Information Literacy and Fluency
- Renewable Energy Marketing
Staff Publications
ORCID: https://orcid.org/0009-0008-
- Kiggwe, M. (2011). Servant Leadership and Sales Force Performance in the Banking Sector. Makerere University.
- Kiggwe, M. (2025). Food Consumption Behavior of the Youth in Uganda. Makerere University.
- Kiggwe, M., Ngoma, M., & Omagor, C. (2011). Servant Leadership and Sales Force Performance in Uganda’s Banking Sector. The Kenya Institute of Management, School of Management 3rd Annual International Conference on Industry and Higher Education. http://www.mua.ac.ke/conference.html
- Kiggwe, M., Ntayi, J., Nabatanzi-Muyimba, A. K., Byarugaba, J., & Esemu, T. (2024). Lifestyle and Fruit Consumption: an Investigation of University Students in Uganda. Nutrire, 49(6), 1–10. https://doi.org/10.1186/s41110-023-00248-1
- Kiggwe, M., Ntayi, J., Nabatanzi-muyimba, A. K., Byarugaba, J., Timothy, E., & Munene, J. C. (2025). Role modeling and Snack Choices of young adults: The mediating role of meal planning. F1000Research, 13(1498), 1–17. https://doi.org/https://doi.org/10.12688/f1000research.158846.2
- Ntayi, J., Walugembe, A., Nakigudde, R., Kayondo, D., & Kiggwe, M. (2026). Country of Origin Effect on Ugandan Consumers’ Perception of Foreign Brands. In K. Al-Sulaiti, H. Al-Halbusi, I. Al-Sulaiti, & J. Abbas (Eds.), Country of Origin Effects and Consumer Ethnocentrism: Insights from the African Marketplace (pp. 233–255). Global Marketing Nexus.
- Walugembe, A., Kiggwe, M., & Walusimbi, Y. (2025). Consumer Perceptions of Foreign Brands and Cultural Identity in Uganda: The Moderating Role of Celebrity Endorsements. Journal of Emerging Markets and Management, 01(03), 33–45. https://doi.org/https://doi.org/10.63385/jemm.v1i3.227
- Walugembe, A., Musa, K., Ndagire, S., Wakibi, A., & Magezi, C. (2025). Marketing Innovation as a Strategic Bridge: Examining the Influence of Strategic Thinking on Internal Marketing in Sub-Saharan Africa’s Broadcasting Industry. Journal of Management and Science, 15(4), 156–163. https://doi.org/https://doi.org/10.26524/jms.12.77 15(4)
