Dr. Saima Hussain

Professor Marketing

saima.hussain@ksbl.edu.pk

Dr. Saima Hussain is a Professor of Marketing, Program Head for MBA & EMBA, and Marketing Cluster Head at KSBL. She has been teaching at the university level since 2002, with prior experience in marketing consultancy at International Education Consultants. Her academic journey includes positions at leading institutions such as SZABIST, Iqra University, and Beaconhouse Informatics. Dr. Saima has designed and taught courses in marketing, research, and business analytics, and has supervised over 200 research projects, including doctoral dissertations. She has also conducted numerous faculty development and corporate training sessions in research methods and data tools. Her work to strengthen ties between academia and industry has led to collaborations with organizations like Agha Steel, Mindshare, Foodpanda, Grao, Power Cement, Shan Foods etc. She has published case studies and research articles on brand management, consumer behaviour, and innovation in recognized journals and platforms. With a strong foundation in both academia and industry, Dr. Saima is committed to preparing students and professionals for real-world challenges in business and marketing.

Education

PhD Management Science (Marketing) SZABIST Karachi, Pakistan
2022

MS Management Science (Marketing) SZABIST Karachi, Pakistan
2014

MBA in Marketing Institute of Business Management
2009

BS in Computer Science FAST-NU
2001

Software Skills

SPSS, AMOS, Smart PLS 3.0, NVIVO, QDA Miner Lite, Microsoft Office Suite 2013-2019, Power BI

Work Experience

2011 – 2022

Assistant Professor

Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology

2017 – 2022 Research and Statistics Cluster Head |Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology (SZABIST)
Feb 2022 – Sept 2022 Focal Person ORIC & In charge of Industry Academia Linkages |Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology (SZABIST)
2014 – 2017 IT Cluster Head |Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology (SZABIST)

2007 – 2011

Lecturer and Program Coordinator | Iqra University

Marketing & IT Consultant | ASK Overseas Education Consultants

Fall 2022 to Spring 2025:

Executive Education and Industry Linkages:

Open Enrollment program on “Social Listening and Digital Marketing”, December 7-8 2022.
Training on “Principles of Marketing” with Abbott Cohort 1, December 31- February 11^th2023.
Training on “Brand Management” with Martin Dow, December 13-15, 2023
Training on “Principles of Marketing” with Abbot Cohort 2, Feb 17 – May 11, 2024
Training on “Social Listening and Digital Marketing” with Martin Dow in May 2024
Training on “Marketing Analytics” with Martin Dow in July 2024.
Training on “Brand Management and Marketing Analytics” with Engro Fertilizers in August 2024.
Training on “Data Modeling and Decisions” with Abbot Pharmaceutical in August 2024.

2002 – 2004

Lecturer | Beaconhouse Informatics (Affiliated with Informatics Singapore and Curtin University Australia)

Trainings Conducted

Faculty and Students Training on SPSS (Basic to Advance Level)
Students and Corporates Training on MS Excel (Basic to Advance Level)
Students Training on MS Word, MS PowerPoint, MS Access, and MS Visio. (Intermediate Level)
Faculty Training on AMOS 21.0 (Basic to Intermediate Level)
Faculty Training on Proposal Writing (Academic Research)
Online Training of SPSS to Australian Catholic University PhD Candidates.

Publications

1. Haris, M., Ahmad, M. A., Hussain, S., Sarwar, U., Zafar, H., & Khan, M. B. (2025). Stimulating Online Purchase Intentions Through Digitalization: Intermediation of Perceptions and Electronic Word of Mouth in Fashion E-commerce. Journal of Asian Development Studies, 14(1), 1520-1538.
2. Bukhari, F., & Hussain, S. (2024). From Kitchen to Consumers: Unpacking the journey and challenges of home-based chefs. A case of food fusion. The Case Centre. https://www.thecasecentre.org/products/view?id=201388
3. Bukhari, F., Hussain, S., Ahmed, R. R., Mubasher, K. A., Naseem, M. R., Rizwanullah, M., … & Ahmed, F. (2023). Consumers’ purchase decision in the context of western imported food products: Empirical evidence from Pakistan. Heliyon, 9(10).
4. Bukhari, F., Hussain, S., Rashidi, M. Z., & Khurram, S. (2022). The Launch of a Local Spice Brand: Fortune at The Bottom of the Pyramid. Asian Journal of Management Cases, 09728201211043168.
5. Al Ketbi, R., Bukhari, F., Khurram, S., & Hussain, S. (2022). Strategies to Engage with Involuntary Clients. Journal of Social Work, 14680173221083454.
6. Hussain, S., Ahmed, R. R., & Shamsi, A. F. (2021). Technology Confirmation Is Associated to Improved Psychological Well-Being: Evidence from an Experimental Design. Transformations in Business & Economics, 20(2)
7. Bukhari, S. F. H., Woodside, F. M., Hassan, R., Hussain, S., & Khurram, S. (2020). Exploring The Motives Behind the Purchase of Western Imported Food Products. A Phenomenological Study from A Muslim-Dominated Region. Journal of Islamic Marketing, 13(2).
8. Hussain, S., & Ahmed, R. R. (2020). Smartphone Buying Behaviors in A Framework of Brand Experience and Brand Equity. Transformations in Business & Economics, 19(1).
9. Bukhari, F., & Hussain, S. (2020). Alliances Operational Framework, Initiatives and Key Challenges. Asian Journal of Management Cases. Https://Doi.Org/10.1177/0972820119892721
10. Bukhari, F., Hussain, S., Ahmed, R. R., Streimikiene, D., Soomro, R. H., & Channar, Z. A. (2020). Motives and Role of Religiosity Towards Consumer Purchase Behavior in Western Imported Food Products. Sustainability, 12(1), 356.
11. Ahmed, R. R., Hussain, S., Pahi, M. H., Usas, A., & Jasinskas, E. (2019). Social Media Handling and Extended Technology Acceptance Model (ETAM): Evidence from SEM-Based Multivariate Approach. Transformations in Business & Economics, 18(3).
12. Bukhari, S. F. H., Woodside, F. M., Hassan, R., Shaikh, A. L., Hussain, S., & Mazhar, W. (2019). Is Religiosity an Important Consideration in Muslim Consumer Behavior: Exploratory Study in The Context of Western Imported Food in Pakistan. Journal of Islamic Marketing. Doi: 10.1108/Jima-01-2018-0006
13. Hussain, S., Qazi, S., Ahmed, R. R., Vveinhardt, J., & Streimikiene, D. (2019). Innovative User Engagement and Playfulness On Adoption Intentions of Technological Products: Evidence from SEM-Based Multivariate Approach. Economic Research-Ekonomska Istraživanja, 32(1), 555-577.
14. Hussain S., Qazi S., Ahmed R. R., Štreimikienė D., Vveinhardt J. (2018). Employees Management: Evidence from Gamification Techniques. Montenegrin Journal of Economics, 14(4): 97–104.
15. Hussain S., Murad M. M., Atiq S., Salim S. (2018). Stepps Model and Youth’s Online Buying Behavior. Journal of Business & Economics, 9(2), 98-121.
16. Soomro, F. & Hussain S. (2018). Role of Employee Training in Enhancing Perceived Performance Through Competencies in Services Industry. Pakistan Business Review, 20(1), 122-136.
17. Hussain, S. & Isran M. (2017). Substantive Modeling for Stratagems of Higher Education Competitiveness. Journal of Independent Studies and Research, 15(1), 103-1116.
18. Syed, F. A., & Hussain, S. (2017). The Application of Consumer/Brand Engagement Model On Pakistan’s Social Media Consumers. The International Journal of Business & Management, 5(2), 108-115.
19. Qazi, S. & Hussain, S. (2015) Microfinance: Effective in Generating Opportunities and Mitigating Poverty in Pakistan. Global Advanced Research Journal of Management and Business Studies (ISSN: 2315-5086) Vol. 4(9) Pp. 357-362, October, 2015
20. Hussain, S. & Rashidi, M. Z. (2015). Consumer Innovativeness Leading to Innovation Adoption. Pakistan Business Review, 17(3), 562-580, October 2015.
21. Hussain, S. (2008). Spice Wars. Marketing Management Case Studies Pakistan Market (Pp. 12-24): Quickprocess.

Conferences

Hussain, S., & Hashemi, U. (2024). PeerDrop – Data-Driven Growth Through Persona-Based Targeting. In North America Case Research Conference NACRA [Author and Presenter]. NACRA Annual Conference 2024, Orlando, Florida, United States of America. https://nacra.net/conference/
Hussain, S., Bux, K. & Hashemi, U. (2024). Targeting Success: Power Cement Approach to Brand Recognition. In North America Case Research Conference NACRA [Author and Presenter]. NACRA Annual Conference 2024, Orlando, Florida, United States of America. https://nacra.net/conference/
Hussain S. & Jalil A. (2023) Unfasten the Gender Divide: The study of Innovative User Engagement, Self-Congruity and Playfulness for Higher Technology Adoption Intentions. Presented in British Academy of Management 2023 in September 2023.
Hussain, S. & Qazi, W. S. (2022) Brand social powers in luxury brand purchase: A female consumer identity & lifestyle. Presented in 3rd International Interdisciplinary Conference on Gender, Work and Society at SDSB-LUMS in May 2022.
Hussain, S. & Ahmed, J. (2019) Customer Value Dimension and Brand Trust of Organic Food Products. Presented in National Business Research Symposium in April 2019.
Murad, M. M., Hussain, S., Salim, S. & Atiq, S. (2018) Can Social Currency, Triggers, Emotions, Practical Value, Publicity and Stories actuate Youth’s Online Buying Behavior?A substantiation of STEPPS Model. Presented in 2nd Internation Research Conference on Business Management in November 2018.
Syed, F. A. & Hussain, S. (2018) Attitude towards Interactive Makreting Activities: Engaging Customers through Traditional and Digital Makreting Platforms. Presented in Internation Conference on Management Business and Leadership in May 2018
Hussain S. (2017) Strategic Management: A tool for Competitive Advantage in Higher Education. Presented in National Research Conference in Management, Leadership and Education (NRCMLE) in May 2017.
Syed, F. A. & Hussain, S. (2016) The Impact of Advertising Appeals on Purchase Intention and Consumer Based Brand Equity. Presented in 8th South Asian International Conference (SAICON) in Aug 2016.
Mujtaba, M. & Hussain, S. (2015). Enhancing Work Climate to Improve the Perceived Performance Leads to Talent Retention-A Study of Pakistani Service Sector. Presented in NRCMB in Dec 2015
Ahmed, M. & Hussain, S. (2015). Perceived Outcome of Corporate Sustainability Initiative in Small and Medium Enterprises in Karachi. Presented in NRCMB in Dec 2015
Gull, S. & Hussain, S. (2015). Factors Affecting the Perceived Academic Performance of MS & PhD Students of Private Institutes of Karachi. Presented in NRCMB in Dec 2015.
Soomro, F. & Hussain, S. (2014). Role of Employee Training in Enhancing Perceived Performance through competencies in Services Industry- A Study of Pakistani Banking Sector. Paper presented at the 4th SZABIST International Research Conference, Karachi.
Hussain, S. (2013). Consumer Innovativeness leading to Innovation Adoption. Paper presented at the 3rd SZABIST International Research Conference, Karachi.
Hussain, S. (2013). Consumer Innovativeness: Role of Motivation towards the Purchase Decision. Paper presented at the 3rd SZABIST International Research Conference, Karachi.