Work Experience

• Assistant Professor at Institute of Business Administration, Karachi (Aug-2023 to PRESENT)
• Assistant Professor and Chairperson Marketing Department at Institute of Business Administration, Karachi (Aug-2020 to Jul-2023)
• Assistant Professor at Institute of Business Administration, Karachi (Oct-2014 to Aug-2020)
• Lecturer at IBA at Institute of Business Administration, Karachi (Jan-2007 to Oct-2014)
• Assistant Brand Manager at Clover Pakistan (Jan-2006 to Jun-2006)
• Brand Management Trainee at Clover Pakistan Limited (Jan-2005 to Dec-2005)

Education

• PhD (Marketing), University of Southampton, UK - 2019
• MS (Management Science), Shaheed Zulfikar Ali Bhutto Institute of Sci & Tec - 2012
• MBA (Marketing), Institute of Business Administration, Karachi - 2004
• BBA (Marketing), Institute of Business Administration, Karachi - 2003

Membership & Affiliations:

• , BASC Coordinato
• MEMBER, Org committee NER Conference

Research Interests

• Marketing

Courses Taught

• ADVERTISING
• ADVANCED MARKETING COMMUNICATION
• BRAND MANAGEMENT
• EXPERIENTIAL LEARNING PROGRAM (ELP)
• EXPERIENTIAL LEARNING PROGRAM (ENTREPRENEURSHIP)
• MARKETING ISSUES IN PAKISTAN
• MARKETING MANAGEMENT
• MBA PROJECT
• METHODS IN BUSINESS RESEARCH
• PRINCIPLES OF MARKETING
• RETAIL MANAGEMENT

Research Output

• Dr. Farah Naz Baig, Andrew Farrell, Kristina Schmidt, Matti Jaakkola "Customer Decision Journey: A Regulatory Focus Perspective", Australia New Zealand Marketing Academy Conference (ANZMAC), Dec 03, 2019, Wellington, New Zealand
• Dr. Farah Naz Baig "Pediasure: Children’s Health Problem now a History!", Emerald Emerging Markets Case Studies, Sep 03, 2016
• Dr. Farah Naz Baig "Entrepreneurial Resourcefulness, Product Strategy and Channel Structure: A Transaction Cost Economies Perspective", Southampton Business School Conference, Mar 21, 2016, Southampton, England
• Dr. Farah Naz Baig, Dr. Amber Gul Rashid "Baker Street", Emerald Emerging Markets Case Studies, Jan 31, 2016
• Dr. Farah Naz Baig, Eng, Teck "Customer Centric Marketing Programs for the Emerging Markets Consumers: A Pakistani Perspective", 2015 Annual Conference of the Emerging Markets Conference Board: Emerging Markets 2015, Jan 20, 2015, Dubai, UAE, United Arab Emirates
• Salman, Faryal, Dr. Farah Naz Baig "Materialism and Consumer Attitude towards Debt: Spendthrift or Tightwad", INFORMS 36th Marketing Science Conference, Jun 12, 2014, Atlanta, Georgia, United States
• Dr. Farah Naz Baig, Zaidi, Zaufishan "Match or Clash: Self brand Congruity and Mobile Phone Selection", SZABIST National Research Conference, Dec 21, 2013, Karachi, Pakistan
• Dr. Farah Naz Baig, Jami Moiz "Materialism and Beauty Perceptions amongst the Young Female Pakistani Consumers", INFORMS 35th Marketing Science Conference, Jul 11, 2013, Istanbul, Turkey
• Dr. Farah Naz Baig "McDonalds Breakfast Launch Dilemma", Emerald Emerging Market Case Studies, Dec 13, 2012
• Dr. Farah Naz Baig "Gucci or Prada anyone? Morals versus Materialism in the Purchase Intentions of Counterfeits", 2012 Australia and New Zealand Marketing Academy Conference, Dec 03, 2012, Adelaide, Australia
• Dr. Farah Naz Baig "Retail Patronage Behaviour: An Exploratory Study of Urban Pakistani Consumer", ICBE Business and Economics Conference, Sep 13, 2012, Capetown, South Africa
• Dr. Farah Naz Baig "Impact of Materialism on the Consumption Behaviour of Pakistani Consumer", INFORMS 34th Marketing Science Conference, Jun 07, 2012, Boston, United States
• Dr. Farah Naz Baig, Batool, L. "Snowhite a Case of Fuzzy Growth", Case Centre, May 03, 2012
• Dr. Farah Naz Baig, Kamran Siddiqui "Impact of Celebrity Endorsements on the Purchase Intentions of Pakistani Youth", Journal of Independent Studies and Research-MSSE, Jan 01, 2012, Karachi, Pakistan
• Dr. Farah Naz Baig, Siddiqui, Kamran "Impact of Sports Celebrity Endorsers on the purchase intention of the Pakistani Youth", National Research Conference SZABIST, Dec 17, 2011, Karachi, Pakistan
• Dr. Farah Naz Baig, Siddiqui, Kamran "Gender Differences in Mobile Phone Preferences: The Era of Consumerism in Pakistan", 2011 Australia and New Zealand Marketing Academy Conference, Nov 28, 2011, Perth, Australia
• Dr. Farah Naz Baig, Dr. Saima Husain "Impact of PDDC in Promoting Entrepreneurship in Pakistan: A Case Study of Dairy Farmers", ECIE Conference, Sep 15, 2011, Aberdeen,Scotland, England
• Dr. Farah Naz Baig, Dr. Kamran Siddiqui "Impact of Status Seeking behavior on the Selection of Mobile Phones", SZABIST National Research Conference., Jun 15, 2011, Karachi, Pakistan
• Dr. Farah Naz Baig, Laila Batool "Snowhite Drycleaners", AJMC Case Conference, May 27, 2011, Lahore, Pakistan
• Dr. Farah Naz Baig "Fighting The Challenging Times: A case Study of Mehran Textiles Limited", 2011 International Conference on Asia Pacific Business Innovation & Technology Management, Jan 23, 2011, Bali, Indonesia
• Dr. Farah Naz Baig, Shahid Mir "Packaged Milk Consumption in the Lower Socio Economic Classes of Pakistan: A Dream or A Reality?,", 4th IIMA Conference on Marketing in Emerging Economies, Gujrat, Jan 5-7, 2011, Jan 05, 2011, Gujrat, India

Projects

List to come