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Dr. Muhammad Talha Salam

Assistant Professor
Marketing & Analytics

Dr. Talha Salam has over 15 years of experience in academia, consulting and practice of marketing and management. Prior to joining KSBL, he was teaching at the FAST School of Management, Lahore. He completed his PhD in Management with a concentration on consumer research from Universiti Brunei Darussalam - a high-ranked, research-intensive university in the ASEAN region. Earlier, he did his MBA from IBA Karachi and BS Engineering from NUST. He has served in different marketing, sales, and business development roles in technology, real estate and construction sectors. He has provided advisory and consulting to different organizations in the areas of marketing, business development and recruiting. Dr. Talha has conducted various training sessions and workshops on topics related to marketing, research, and career development. In addition to his academic qualifications, he is also a Certified Professional Resume Writer (CPRW).

He is an active researcher with research interests in the fields of consumer research, marketing, and case study publishing. His research has been published in International Journal of Advertising, Journal of Islamic Marketing and Emerald Emerging Markets case collection. Besides journal articles, he has authored several conference papers, book chapters, and professional articles.


PhD in Management, Universiti Brunei Darussalam (UBD)
Concentration: Marketing/Consumer Research

Thesis: “Muslim millennials’ attitudes toward fashion advertising”

MBA - Institute of Business Administration (IBA), Karachi

BSc Engineering (Civil) - National University of Science and Technology (NUST)

Workshops & Seminars Attended

  • Conceived and delivered a certificate workshop on Tableau as part of the undergraduate course of Business Analytics, Oct 2019
  • Conducted a Graduate workshop on tools and applications for improving research productivity under the aegis of FAST School of Management, March 2019
  • Co-initiated and conducted a workshop on Structural Equation Modeling (SEM) under the aegis of UBD School of Business and Economics, May 2018
  • Conducted several career counseling seminars in Brunei Darussalam and Pakistan
  • Presented in 3 faculty seminars (Spring 2017, Fall 2017 and Spring 2018) at UBD School of Business and Economics on Muslim consumer research and Structural Equation Modeling (SEM)
  • Presented (on invitation) in 3 faculty seminars (Fall 2016, Fall 2017 and Spring 2018) at UBD SOASCIS (Center for Islamic Studies) on Muslim consumer dynamics and Islamic history
  • Presented working paper on Islamic fashion marketing in Workshop on Muslim Economy and Consumption under the aegis of the Institute of Asian Studies (IAS), UBD, Jan 2017

Trainings attended (selected)

Online Courses (MOOCs) Completed several MOOCs in the domain of Data Analytics for Business, offered by top universities like University of Pennsylvania, Duke University, University of London, and University of Virginia
- Data Visualization with Tableau (Specialization of 5 MOOCs)
- Advanced Business Analytics (4 out of 5 MOOCs in a specialization completed)
- Virtual Teacher (4 out of 5 MOOCs in a specialization completed)
- Customer Analytics
- Intro. to Data Analytics for Business
- Data Visualization
- Machine Learning for all
- Understanding Your Data: Analytical Tools
- Framework for Data Collection and Analysis


  • “Advanced PLS-SEM” Universiti Sains Malaysia, Penang, Malaysia, Sep 2017
  • “SEM using AMOS, Level 2” Malaysian Postgraduate Workshop Series, Nov 2016
  • “Case Teaching (Enhancing Learning Through Immediate Application)” UBD, May 2016

Areas of Expertise

  • Marketing Analytics
  • Data Visualization
  • Multivariate data analysis
  • Analytics-driven solutions for SMEs
  • Structural Equation Modeling (SEM)
  • Case teaching and writing
  • Professional & corporate training
  • Resume writing & career counseling

Awards & Achievements

  • Won a consulting project of developing a social business promotion handbook (Spring 2021)
  • Designed a Management Trainee program as a lead consultant for a technology firm (Fall 2020)
  • Introduced formal courses in analytics both at undergraduate and graduate levels (Fall 2019)
  • Achieved very high student feedback scores particularly in Analytics courses (Spring and Fall 2019)
  • Winner of 3-Minute Thesis (3MT) competition during the Ph.D. program (Apr 2018)
  • Presented in eight seminars during the Ph.D. program – highest by any Ph.D. student
  • Awarded Graduate Research Scholarship (GRS) for Ph.D. (Nov 2015)
  • 2nd position in MBA (2005), 7th in BS Engineering, 1st among civilian candidates (2000)

Academic Experience

Assistant Professor and Director Admissions KSBL
Sep 2020 - Present

Assistant Professor FAST School of Management, Lahore
2010 – 2020 (On leave: Nov 2015 – Dec 2018)

  • Launched new courses: Marketing Analytics (Fall 2019), Business Analytics (Fall 2019), Cases in Management (Spring 2014), E-marketing (Fall 2010)
  • Also held the following positions during his tenure at FAST
    Cluster Coordinator
    Final Year Projects (FYPs) supervisor & coordinator
    Chair, Campus Purchase Committee (CPC) & In-charge, Career Services Office (CSO)

Industry Experience

Consultant Freelance
Aug 2011 – Nov 2015
Resume Writer: CPRW status from Professional Association of Resume Writers & Career Coaches (PARW/CC), USA; Developed 100+ resumes and other career docs for clients of diverse backgrounds
Marketing consultant: Provided advisory and professional consultancy to three different organizations in the areas of marketing, business development, recruitment, and organizational development.

Regional Head - Naseeb Networks Inc. (
2008 – 2010

Head of R&D/HR - Eden Housing Limited
2006 – 2008

Sales Engineer - Kirby Building Systems-Kuwait, 2005 – 2006

Pre-MBA Experience Different Engg. organizations
2000 – 2003


Citibank NA Pakistan – Summer 2004 – part of MBA Program
Frontier Works Organization – Summer 2000 – part of BS Engineering Program

Research Publications & Scholarly Contributions

Journal articles

  1. Purchase Intention for Green Brands among Pakistani Millennials, Social Responsibility Journal, Forthcoming (2021), Emerald (1st author); ESCI & Scopus, ABDC ‘B’
  2. The perceptions of SME retailers towards the usage of Social Media Marketing amid COVID-19 crisis, Journal of Entrepreneurship in Emerging Economies, Forthcoming (2021), Emerald (1st author); ESCI & Scopus, ABDC ‘B’
  3. Muslim millennials’ attitudes toward fashion advertising, International Journal of Advertising, Vol. 38, Iss. 5 (2019), Taylor & Francis (1st author); SSCI (Impact factor 2018: 2.234), ABDC ‘A’
  4. Measuring Religiosity among Muslim Consumers: Observations and Recommendations, Journal of Islamic Marketing, Vol. 10, Iss. 2 (2019), Emerald (1st author); ESCI & Scopus, ABDC ‘C’
  5. Attitudes toward advertising in Brunei Darussalam, Journal of Business & Economic Analysis (JBEA), Vol. 1, Iss. 1 (2018), Universiti Brunei Darussalam (1st author)
  6. Muslim consumers’ attitudes toward fashion advertising: a conceptual framework, International Journal of Islamic Marketing and Branding, Vol. 3, Iss. 3 (2018), Inderscience (1st author).
  7. Modest, modern and diverse: a review of marketing communication visuals of Islamic fashion brands, International Journal of Islamic Marketing and Branding, Vol. 3, Iss. 2 (2018), Inderscience (1st author).

Book Chapters

  1. Modesty in marketing communications of Islamic fashion in ASEAN, in Muslim Piety as Economy: Markets, Meaning and Morality in Southeast Asia, (2019), Routledge (1st author)
  2. Exploring Muslim Millennials’ Perception and Value Placed on the Concept of ‘Halal’ in their Tourism Preferences and Behaviours, in The Routledge Handbook of Halal Hospitality and Islamic Tourism, ed. C. Michael Hall and Girish Prayag, (2019), Routledge (1st author)

Case Studies

  1. Kaarvan Crafts Foundation, case study, Emerald Emerging Markets Case Study collection (EEMCS), Oct 2020 (2nd author); Scopus
  2. Web portals division in quandary, case study, Emerald Emerging Markets Case Study collection (EEMCS), Oct 2013 (Sole author); Scopus
  3. Eden Housing Limited, International Case Conference, May 2011, Lahore, Pakistan (Sole author)

Conference papers

  1. Shukr: Success story of an Islamic fashion brand, 2nd Islamic Business Management Conference (IBMC 2018), Jul 2018, Kuala Lumpur, Malaysia (1st author)
  2. Attitudes toward advertising in Brunei Darussalam, International Conference on Business, Economics and Finance (ICBEF), Aug 2017, Universiti Brunei Darussalam (1st author)
  3. Attitudes toward advertising – a critical review, 7th International Borneo Business Conference (IBBC), Sep 2016, Universiti Malaysia Sabah, Kota Kinabalu, Malaysia (1st author)
  4. Non-traditional teaching cases: options and opportunities, 7th International Borneo Business Conference (IBBC), Sep 2016, Universiti Malaysia Sabah, Kota Kinabalu, Malaysia (Sole author)
  5. Competitive positioning strategies for Pakistani Engineering Academia, 5th World Engineering Congress (WEC), Sep 2013, Islamabad, Pakistan (Sole author)

Editorship and Peer reviewing

  • Assistant Editor, Journal of Business & Economic Analysis (JBEA) – the official journal of UBDSBE
  • Reviewer for Journal of Islamic Marketing, International Journal of Islamic Marketing & Branding, The Case Journal, Journal of Marketing Communications and a number of conferences by American Marketing Association (AMA), Academy of Management (AOM), and National Case Writer Association of North America (NACRA)

Professional articles
12 articles in Aurora, a professional magazine on topics related to advertising relevance, radio advertising, recruitment marketing, political marketing, and success stories of selected brands