Aaron Ecel (PhD)

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

Aaron is an Associate Professor of International Business at Makerere University Business School (MUBS), where he has taught for 19 years at both undergraduate and graduate levels. He is a Certified Trainer of Trainers in Market Analysis Tools with the International Trade Centre (ITC), and currently serves as Team Lead on an EU-funded ITC MARKUP II grant supporting trade intelligence and non-tariff measure capacity-building in Uganda.

His research examines the internationalization of small and medium-sized firms from low-income countries, with emphasis on export readiness, market selection, non-tariff barriers, and regional trade competitiveness under frameworks such as the EAC, AfCFTA, and COMESA-EAC-SADC Tripartite. He has authored numerous peer-reviewed articles in outlets including Competitiveness Review and the Tanzanian Economic Review, and has led applied research and advisory work for the East African Community, GIZ, PSFU, and the African Development Bank.

Beyond academia, Aaron is Founder and Team Lead of Oak Insights, an export advisory consultancy, and has supported the export readiness of 40+ SMEs across East Africa.

Aaron holds a PhD in Business Administration from the University of Dar es Salaam, a Masters of International Business, and a Bachelors of International Business, both from Makerere University. He is fluent in English, with working knowledge of French and Kiswahili.

Consulting and Training:He has supported numerous SMEs in East Africa to enhance their export readiness and has experience in developing sector guides and reports on trade potential. He is also a certified trainer of trainers in market analysis tools.
Industry Experience:Dr. Ecel is also involved in consulting for AfriTrade & Enterprise Advisory Services and is the founder and team leader of Oak Insights-Uganda.

PROFESSIONAL ACHIEVEMENTS

Team Lead, ITC–MUBS MARKUP II Grant (Project C189, ITC Ref. L26-235).
Certified Trainer of Trainers, International Trade Centre (ITC) — Market Analysis Tools, Trade Policy Advocacy, Export Business Development
Former Deputy Dean, Faculty of Marketing & International Business, MUBS (2022–2024)
Former Head, Department of International Business & Trade, MUBS (2019–2022)
Founder & Team Lead, Oak Insights Uganda (2023–present)
Consulted for 40+ SMEs across East Africa on export readiness and competitiveness
Delivered ITC-led trade capacity-building programs in Uganda, Kenya, Tanzania, Rwanda, Ethiopia, and South Sudan

Research Interests

Preferential trade arrangements and market access
Regional trade integration and competitiveness
Export competitiveness
Export readiness and internationalization
The Platform Economy

Staff Publications

Ecel, A. (2026). Are African LDCs benefiting from China’s preferential market access?. Journal of Chinese Economic and Foreign Trade Studies, 1-24.

Ecel, A., Ahimbisibwe, G.M., Mugizi, T., Ssekiziyivu, B., & Gimbo, M. (2025). “Agricultural trade dynamics in the TFTA: assessing complementarity and comparative advantage.” Competitiveness Review: An International Business Journal.

Ecel, A., Ahimbisibwe, G. M., Nuwagaba, D., Nankya, M. N., & Nahurira, S. (2025). Evaluating Uganda’s preferential market access; trade intensity, comparative advantage and the potential for trade. Competitiveness Review: An International Business Journal, 35(3), 579-600.

Ecel, A., Muwanga, R., Ssekiziyivu, B., & Nakanwagi, O. (2025). Comparative Competitiveness of Ugandan and Ethiopian Coffee in International Markets. Business Management Review (BMR), 28(2).

Mwesigye Ahimbisibwe, G., Ecel, A., Muwayi, S., Sojourner, G., Kembabazi, O., & Rubanga, E. U. (2026). Mediating role of innovation capabilities in the relationship between organisational learning and international competitiveness of agro-processing firms: evidence from Uganda. Future Business Journal, 12(1), 74.

Ecel, A., Esemu, T., Mulumba, M. S., & Otim, J. O. (2025). Is Uganda’s Trade complementary with its EAC partners?. Tanzanian Economic Review, 15(2), 1.

Ecel, A., Nuwagaba, D., Rubanga, E.U. & Mudidi, P. (2024). ‘The Competitiveness of Uganda’s Non-traditional Agricultural Exports: The Case of Flowers Exports.’ Tanzanian Economic Review, 13(2), 42–59.

Ahimbisibwe, G.M., Ecel, A., Nuwagaba, D., Nakigudde, R., Mpiriirwe, R.F. & Kiplangat, L. (2024). ‘Innovation capabilities and international competitiveness of agro-processing firms in Uganda.’ Competitiveness Review.

Ecel, A., Nankya Nakintu, M., Nakigudde, R., Otim, J.M. & Gimbo, M. (2024). ‘Assessment of Uganda and Tanzania’s Competitiveness in Prepared Foodstuffs within the EAC Market: A Comparative Analysis.’ Tanzanian Economic Review, 14(1), 97–126.

Projects/Grant

Research Supervision

S/N	Name	Registration Number	Date of completiom	University
1	Monica Kamau	2014/HD10/394K	2017	Makerere University, Uganda
2	Kingsley Obeng-Amoako	2018/HD10/3724X	2021	Makerere University, Uganda
3	Henry Bukenya	2013/HD10/2262U	2018	Makerere University, Uganda
4	Jimmy Moses Otim	2012/HD10/2354U	2018	Makerere University, Uganda
5	Gimbo Monica	2013/HD10/2263U	2019	Makerere University, Uganda
6	Ratiibu Ssemata	2017/HD10/2182U	2022	Makerere University, Uganda
7	Namajja Dorcas	2012/HD10/2188U	2023	Makerere University, Uganda
8	Muwayi Sophia	2019/HD10/21733U	2023	Makerere University, Uganda
9	Kagwisagye Kyangungu Allan	2012/ HD10/2249U	2023	Makerere University, Uganda
10	Kihembo Hope Mary	2019/HD10/25769U	2024	Makerere University, Uganda
11	Kabalega Anderson Roweny	2019/HD10/21729U	2024	Makerere University, Uganda
12	Mpiriirwe Rinah	2020/HD10/20635U	2024	Makerere University, Uganda
13	Muliisa Isaac	2019/HD10/25588U	2024	Makerere University, Uganda

S/N	Name	Registration Number	Date of completiom	University
1	Monica Kamau	2014/HD10/394K	2017	Makerere University, Uganda
2	Kingsley Obeng-Amoako	2018/HD10/3724X	2021	Makerere University, Uganda
3	Henry Bukenya	2013/HD10/2262U	2018	Makerere University, Uganda
4	Jimmy Moses Otim	2012/HD10/2354U	2018	Makerere University, Uganda
5	Gimbo Monica	2013/HD10/2263U	2019	Makerere University, Uganda
6	Ratiibu Ssemata	2017/HD10/2182U	2022	Makerere University, Uganda
7	Namajja Dorcas	2012/HD10/2188U	2023	Makerere University, Uganda
8	Muwayi Sophia	2019/HD10/21733U	2023	Makerere University, Uganda
9	Kagwisagye Kyangungu Allan	2012/ HD10/2249U	2023	Makerere University, Uganda
10	Kihembo Hope Mary	2019/HD10/25769U	2024	Makerere University, Uganda
11	Kabalega Anderson Roweny	2019/HD10/21729U	2024	Makerere University, Uganda
12	Mpiriirwe Rinah	2020/HD10/20635U	2024	Makerere University, Uganda
13	Muliisa Isaac	2019/HD10/25588U	2024	Makerere University, Uganda

Presentations

S /No	Name of Conference	Conference Theme	Location	Date
1	Makerere University Business School 28^th Annual International Management Conference	Artificial Intelligence and Knowledge society; the future of business in Africa	Imperial Golf view Hotel, Entebbe-Uganda	September 24-26, 2024

Staff CV

Other Info

Certified Export Trainer | International Trade Centre (ITC)
- Trained and certified as a Trainer of Trainers by ITC, specializing in Market Analysis Tools (May 2025), Export Business Development (Dec 2024), and Trade Policy Advocacy (Jan 2025). Proficient in using tools like Trade Map, Market Access Map, and Export Potential Map to support firms’ export strategies and market entry planning.
Consultant – Export Readiness Training (June 2023)
- Centre for Accelerated Women’s Economic Empowerment (CAWEE), Ethiopia Delivered AfCFTA-focused export readiness training to SMEs, covering identification of export opportunities, export procedures, market research, product compliance, and distributor targeting.
Export Trainer & Coach – GIZ “Creating Perspectives” Project (2019–2020)
- Afri-Trade & Enterprise Advisory Services (ATEAS), EAC Region Trained 46 SMEs in East Africa on export readiness, market entry planning, and export documentation. Developed customized export business plans and ran ITC tool-based workshops on international market intelligence.
Consultant – Commercial Diplomacy Training (July 2022)

- Uganda Export Promotion Board (UEPB) Trained Uganda’s diplomatic staff and trade attachés on international market analysis and export promotion strategies using ITC tools.
4. Sector Guide Developer – GIZ / ATEAS (2018–2019)

- Conducted sector-specific market assessments and developed regional guides for processed juice and leather exporters. These guides detailed sector trends, market size, and access pathways for SMEs in the EAC.
5. Grant-Funded Researcher – EAC Trade Opportunities Mapping (2023)

- Makerere University Business School (MUBS) Economic Forum Conducted a grant-funded research project to map trade opportunities within the EAC for Ugandan SMEs. The project culminated in a practical guide outlining how SMEs can leverage regional integration and policy instruments to expand their exports.
  - Grant Source: MUBS Economic Forum Research Grant.

6. Regional Trade Researcher – EABC/GIZ (2020)

- Conducted a regional trade opportunity study for the Democratic Republic of Congo (DRC), analyzing product demand, access barriers, and distributor channels. The findings were compiled into a regional guide aimed at informing and supporting export strategies for EAC-based SMEs.

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