• 021-111-002-004
  • contact@cbm.iobm.edu.pk
  • Korangi Creek, Karachi-75190
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Dr. Fariha Raza

Assistant Professor and HoD Marketing Department
Extension
284
Email
fariha.raza@iobm.edu.pk
Department
Marketing
Specialization
Marketing

About

Dr. Fariha Raza is an Assistant Professor and the Head of the Marketing Department, College of Business Management (CBM). Dr. Raza earned her BBA (Hons) and MBA degrees from the Institute of Business Administration (IBA), Karachi, and completed her MS and PhD in Management Sciences from SZABIST, Karachi. She brings a unique blend of corporate and academic experience spanning over 25 years. Previously, she served as General Manager Business Administration at Hilal Foods and Deputy General Manager Marketing at Dewan Farooque Motors Limited. Apart from teaching marketing and research courses, she also supervises capstone projects.
Academic Qualification
PhD Management Sciences, SZABIST, Karachi, 2023 MS Management Sciences, SZABIST, Karachi, 2015 MBA, IBA, Karachi, 1994 BBA(Hon), IBA, Karachi 1993
Marketing

Reza, F., & Amir, H. (2023). Discovering issues in cross-cultural adaptation of questionnaire through PLS-SEM analysis. In L. Radomir (Ed.), State of the art in partial least squares structural equation modeling (PLS-SEM): Methodological extensions and applications in the social sciences and beyond. Springer.

Siddiqui, H., Hummayun, G. K., & Raza, F. (2023). Crafting green culture around the components and challenges in the higher education institutes in Pakistan. Pakistan Journal of International Affairs, 6(1). https://doi.org/10.52337/pjia.v6i1.706

Reza, F., Amir, H., & Kazmi, H. A. (2021). Impact of smartphones, self-determination, and patience on subjective well-being of bottom of pyramid customers. Revista Brasileira de Marketing, 20(2), 279–308. https://doi.org/10.5585/remark.v20i2.17569

Reza, F., & Amir, H. (2020). Essentiality of non-essential purchases for digitally influenced, bottom of pyramid customers. Business and Economic Review, 12(4), 71–95. https://doi.org/10.22547/BER/12.4.4

Workshops Conducted Blue Ocean Strategy for Aspire Consultancy, December 7, 2024 Blue Ocean Strategy for Aspire Consultancy, November 18, 2023 Basics of Branding for Aspire Consultancy, January 22, 2022 Branding and Marketing for Aspire Consultancy, October 22, 2022 Workshops / Webinars Attended Advanced SmartPLS Analysis (PLS-Predict and CVPAT Analysis), Journal of Experiential Learning and Case Studies, August 24, 2024 GlobalData’s Webinar: “Gen Z: The Most Disruptive Generation Ever”, November 30, 2023 Teaching and Learning Strategies for Higher Education, Institute of Business Management (IoBM), Summer 2023 PLS-SEM Course on Mediator Analysis, PLS-SEM Academy, April 2023 PLS-SEM Course on Moderation Analysis, PLS-SEM Academy, April 2023 Get to Know Your Emerald Resources, Emerald Publishing, June 2022 Workshop on Consumer Neuroscience, IBA, June 2022 Make Your Research Life Easier, Mendeley, 2022 Empowering Knowledge on Ethical Publishing: Mastering the Art of Identifying Predatory, Fake, and Cloned Journals, June 2022