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 & Trainings

SPSS, AMOS, Smart PLS 3.0, NVIVO, QDA Miner Lite, Microsoft Office Suite 2013-2019, Power BI
HUMAN-TECH SYNERGY: AI For Your Professional Productivity and Your Human Evolution (2026)
AI in Sales and Marketing (2025)
Character Driven Leadership (CGM) (2025)
Assurance of Learning by Sindh HEC (2025)
Accreditation Strategies: Understanding the Revised Accreditation Standards (2024)
Conducting Qualitative Research in a Transitional Context BAM Conference (2023)
Diversity Equity and Inclusion Leaders Program (2022)
Building Effective Teams (2022)
Gender Intelligence at the Workplace (2022)
Case-study Writing (2015)
Gamification (2012)

Work Experience

2022 – Present

Professor/Head of MBA/EMBA
Cluster Head Marketing
KSBL

• Consulting
  • Executive Education and Industry Linkages:
    • “Social Listening and Digital Marketing”, December 2022.
    • “Principles of Marketing” with Abbott Cohort 1, December to February 2023
    • “Brand Management” with Martin Dow, December 2023
    • “Principles of Marketing” with Abbot Cohort 2, February 2024
    • “Social Listening and Digital Marketing” with Martin Dow in May 2024
    • “Marketing Analytics” with Martin Dow in July 2024.
    • “Brand Management and Marketing Analytics” with Engro Fertilizers in August 2024.
    • “Data Modeling and Decisions” with Abbot Pharmaceutical in August 2024.
    • “Marketing & Sales” MDP 2.0 with Engro in October 2025
    • “Simulation on Circular Economy” with ICAP NFO in January 2026
    • Created TORs and Initiated Strategic Industry Linkages with Agha Steel, Pakistan Merchantile Exchange, Foodpanda, Shan Foods, and Mindshare for HEC NRPU in Academic year 2021-2022 at SZABIST Karachi.
  • Program Design for Executive Trainings:
    • Marketing Insights and Analytics for Martin Dow.
    • Data Analytics program for Meezan Bank
    • Leading from Front: A mini–MBA Program on Marketing Analytics, and Sales for Engro Fertilizers.
  • Academic Contributions:
    • Reviewer for Emerald Emerging Markets Case Studies.
    • Reviewer of national accreditation body NBEAC Pakistan.
    • Member of the Board of Studies at Ziauddin University Karachi.
    • Member of the Board of Faculty at Indus University Karachi.
    • Member of the Board of Faculty at Millennium Institute of Technology and Entrepreneurship MiTE Pakistan
    • Curriculum Review Committee member at IBHM Dow University of Health Sciences
    • External Examiner for MS/PhD candidates at IoBM, Iqra University, and Baharia University.
    • Co-supervisor for the PhD candidacy of Mr. Muhammad Haris at Ziauddin University.
    • Conducted SPSS Professional Training as part of an Open Enrollment Program at SZABIST Karachi from August 31 to September 1, 2019.
    • Conducted AMOS 20.0 Training for PhD students on Advanced Quantitative Tools for Research at SZABIST Karachi on May 15, 2020.
    • Conducted an 8-day Smart PLS 3.0 training as an Open Enrollment Program in Summer 2022 at SZABIST Karachi.
    • Delivered a Guest Speaker Session on “”Integrated Marketing and Communications”” at PAF Kiet on May 12, 2022.
    • Conducted a Lecture Series on “”Writing Literature Review”” at PAF Kiet on May 31 and June 7, 2023.
    • Presented a Guest Lecture on “”Entrepreneurial Marketing and Scaling Stage”” at Paris School of Business, Paris, France, on June 12, 2023.
    • Organized a Marketing Conference at KSBL with the participation of 150 top marketers for panel discussions and a series of workshops on June 19, 2023.
    • Conducted a Training Session on “”Qualitative Research Techniques”” at PAF Kiet on August 9, 2023.
    • Conducted a Training Session on “”Qualitative Tools using QDA Miner Lite”” at Dow University of Health Sciences on October 7, 2023.
    • Served as a Speaker and Judge at IBA CED Invent 2023 on November 16, 2023.
    • Arranged a Corporate Advisory Panel for the review of MBA and EMBA curricula on November 24, 2023.
    • Conducted a workshop on Writing Case Study at Paf Kiet on 24th January 2024.
• Academic:
  • 2011 – 2022 Assistant Professor| Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology (SZABIST) Karachi
  • 2020 – 2022 Visiting Faculty | NED University of Engineering & Technology (MS/PhD Quantitative Tools for Research) Department of Humanities
  • 2007 – 2011 Lecturer and Program Coordinator | Iqra University
  • 2002 – 2004 Lecturer | Beaconhouse Informatics (Affiliated with Informatics Singapore & Curtin University Australia)
• Administrative Positions
  • 2022 – to date Head of Department Business Administration, Program Head for MSBA, MBA & EMBA | Karachi School of Business & Leadership Cluster Head- Marketing
  • 2017 – 2022 Research and Statistics Cluster Head |Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology (SZABIST)
  • 2022 – 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)

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. 1. Hussain S, Hashemi U, Bux K (2026;), “Targeting success: Power Cement’s approach to brand recognition”. Emerald Emerging Markets Case Studies, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/EEMCS-04-2025-0188
   2. Hussain, S., Ahmed, R. R., Streimikiene, D., Bukhari, F., & Streimikis, J. (2025). Metaverse marketing: a business-to-business analysis of brand strategies and generation Z engagement in the sports industry. Amfiteatru economic., 27(70), 1091-1108.
   3. 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.
   4.  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
   5.  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).
   6. 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.
   7.  Al Ketbi, R., Bukhari, F., Khurram, S., & Hussain, S. (2022). Strategies to Engage with Involuntary Clients. Journal of Social Work, 14680173221083454.
   8.  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)
   9. 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).
   10.  Hussain, S., & Ahmed, R. R. (2020). Smartphone Buying Behaviors in A Framework of Brand Experience and Brand Equity. Transformations in Business & Economics, 19(1).
   11.  Bukhari, F., & Hussain, S. (2020). Alliances Operational Framework, Initiatives and Key Challenges. Asian Journal of Management Cases. Https://Doi.Org/10.1177/0972820119892721
   12.  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.
   13.  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).
   14.  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
   15.  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.
   16. 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.
   17. 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.
   18.  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.
   19.  Hussain, S. & Isran M. (2017). Substantive Modeling for Stratagems of Higher Education Competitiveness. Journal of Independent Studies and Research, 15(1), 103-1116.
   20. 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.
   21. 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
   22.  Hussain, S. & Rashidi, M. Z. (2015). Consumer Innovativeness Leading to Innovation Adoption. Pakistan Business Review, 17(3), 562-580, October 2015.
   23.  Hussain, S. (2008). Spice Wars. Marketing Management Case Studies Pakistan Market (Pp. 12-24): Quickprocess.

Conferences

1. 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/
2.  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/
3.  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.
4.  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.
5. Hussain, S. & Ahmed, J. (2019) Customer Value Dimension and Brand Trust of Organic Food Products. Presented in National Business Research Symposium in April 2019.
6.  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.
7. 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
8.  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.
9.  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.
10. 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
11.  Ahmed, M. & Hussain, S. (2015). Perceived Outcome of Corporate Sustainability Initiative in Small and Medium Enterprises in Karachi. Presented in NRCMB in Dec 2015
12.  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.
13. 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.
14.  Hussain, S. (2013). Consumer Innovativeness leading to Innovation Adoption. Paper presented at the 3rd SZABIST International Research Conference, Karachi.
15. Hussain, S. (2013). Consumer Innovativeness: Role of Motivation towards the Purchase Decision. Paper presented at the 3rd SZABIST International Research Conference, Karachi.

KSBL Case Research Center – Insight Lab

1. Hussain, S., Hashemi, U., & Bux Karim. (2024). Targeting Success: Power Cement’s approach to brand recognition. KSBL Case Research Centre.
2. Hashemi, U., & Hussain, S. (2024). Grao Coffee: A tale of Grao’s journey into data-driven marketing. KSBL Case Research Centre.
3. Hashemi, U., & Hussain, S. (2024). PeerDrop – Data-Driven Growth through Persona-Based targeting. (2024). KSBL Case Research Centre.