Dr.Muhammad Adnan Bashir

Marketing Department

Assistant Professor

Counseling Hours: Tuesday and Thursday
                                   09:00 am to 02:00 pm

adnan.bashir@iobm.edu.pk

Dr. Muhammad Adnan Bashir, Assistant Professor, Marketing has done his PhD in Marketing from the Institute of Business Management, M.Phil & MBA from Iqra University, Karachi. He holds B.Sc (Hons) & M.Sc degrees in Microbiology from University of Karachi. He has over 6 years of work experience in both multinational and national pharmaceutical companies. He worked for GlaxoSmithKline, Atco Laboratories and Novartis Pharma Pakistan. Research area includes Branding and Customer Engagement through Online Social Media.

 2016  PhD. (Business Management)  Institute of Business Management, Karachi
 2012  M.Phil. (Business Management) Iqra University, Karachi
 2008  MBA(Marketing) Indus University, Karachi
 2005  MSc. (Microbiology) University of Karachi
 2004  MSc (Hons). (Microbiology) University of Karachi
Academic
  • Assistant Professor at (CBM, IoBM), November 2016 to Date
  • PhD Research Fellow at (CBM, IoBM), May 2014 to Date
Professional
  • Oncology Associate at (Novartis Oncology), April 2011-April 2014
  • Oncology Manager at (Atco Oncology), Novemebr 2007-January 2010
  • Medical Service Executive at (GlaxoSmithKline), January 2006-Novemebr 2007
  • Capstone project for King Chemicals. King chemicals were planning to launch new body spray line for men. A pre-launch study with customers, retailers, and super marts was performed and key insights with suggested strategic moves was shared with the top management of the company. Management really appreciate the efforts of the students.
  • Currently, there are two projects of Abbott Laboratories (Pakistan) Limited.

 For Duphalec (A constipation remedy). Constipation market is an OTC market i.e. when suffering with constipation the customer will first start self-mediation and then visit the pharmacy for remedy/solution if situation worsens further the only will the customer visit a doctor. A study is under process to evaluate the role of pharmacist, doctor, and self-medication and assign a weightage to each one.

 For Mospel (A mosquito repellent). What is the preferred choice of mosquito repellent for indoors in each SEC class?

  • Another project with Images Unlimited. Competitive Market Analysis to check he brand recall and repeat purchase pattern.
  • Capstone project for King Chemicals.
  • Fundamentals of Marketing concepts and its applications
  • Brand Equity
  • How social media activities augmenting brand and brand related activities
  • Sales Management and Pricing
  • Kay note speaker “New Research Dimensions in Business Research”. 1st Business Research Symposium, Sindh Institute of Management and Technology (SIMT), Karachi.
Journal Publications
  • Bashir, M. A., Ayub, N. A., Jalees. T., 2018 Impact of Brand Community Participation on Brand Equity Dimensions in Luxury Apparel Industry. South Asian Journal of Management Science (Under Review). Minor revision suggested (AAS) (PRJ).
  • Bashir, M. A., Ayub, N. A., Jalees, T., 2017. Impact of Firm Generated Contents and User Generated Contents through social media on Brand Equity elements. Pakistan Business Review. 17(3)
  • Bashir, M. A., Ayub, N. A., 2016. Impact of Customer Brand Relationship through Facebook on the level of Customer Engagement. Pakistan Business Review. 18(1), 159-178.
  • Impact of Brand Communication, Country of Origin and Uniqueness on Brand Equity. (Under Review for publication; Journal of Independent Studies and Research, Management Sciences, Social Sciences and Economics, JIST-MSSE., SZABIST)
Conference Papers
  • Mesiya. A. Y., Bashir, M.A. 2018, “Measuring the Impact of Trust in Advertising on Current and Future Purchases of Consumers for Hair Products in Pakistan” at 3rd International Conference on Experiential Learning (ICEL), October 20-21, 2018. IoBM – Karachi. (TLS)
  • Sheikh, A. A., Bashir, M.A. 2018, “Factors Influencing the Brand Equity of Pizza Hut” at 3rd International Conference on Experiential Learning (ICEL), October 20-21, 2018. IoBM – Karachi. (TLS)
  • Khan, Y. A., Bashir, M. A., Bhatti, T. T., & Tariq, B. 2018, “Consumer Behavior in Online Advertisement” at 3rd International Conference on Experiential Learning (ICEL), October  20-21, 2018. IoBM – Karachi. (TLS)
  • Zehra, N., Humayuh. A., Bashir, M.A. 2018, “Impact of Different Determinants on Customer’s Satisfaction Level in BBQ Tonight” at 3rd International Conference on Experiential Learning (ICEL), October  20-21, 2018. IoBM – Karachi. (TLS)
  • Bashir, M. A., Ayub, N. A., & Jalees. T. 2018, “Firm Generated Contents, User Generated Contents and Customer Perceived Value of the Brand with Moderating Effect of Brand Trust ” at 7thGlobal Conference on Business and Social Sciences (GCBSS), August  20-21, 2018. Colombo – Sri Lanka (AAS) (RM)
  • Chandani, S., Bashir, M. A. 2018, “The Use of Social Media in Recruitment and Selection of Young Professionals in Pakistan” at 31st International Business Information Management Association (IBIMA), April 25-26, 2018. Milan – Italy (AAS)
  • Bashir, M.A., Hameed, A. 2017, “Perceived Facebook company page features and consumer brand engagement” at International Research Conference on Business Management (IRCBM), July 18 – 19, 2017. Karachi – Pakistan
  • Bashir, M.A., Khan, M. A. 2017, “Impact of Brand Equity on Consumer Brand Preference and Brand Purchase Intention” at International Conference on Innovation and Emerging Trends in Business Management (ICIEBM), May 20 – 21, 2017. Karachi – Pakistan
  • Bashir, M.A., Ayub, N. A., & Jalees. T. 2017, “Brand Community Participation and Brand Equity Elements” at 5thGlobal Conference on Business and Social Sciences (GCBSS), May 4th-5th, 2017. Kuala Lumpur – Malaysia.
  • Bashir, M.A. 2016, “Impact of Brand Communication and Uniqueness on Brand Equity and Brand Attitude” at International Conference on Innovation and Emerging Trends in Business Management (ICIEBM), June 4th-5th, 2016.
  • Bashir, M. A., & Ayub, N. A. 2016, “Impact of Customer Brand Relationship through Facebook on the level of Customer Engagement” at National Research Conference on Business and Management (NRCBM), March 6th-7th, 2016.
  • Bashir, M. A., Jalees. T. 2015, “Perceived Sales Promotion Intensity, Social Media Marketing Activities, Country of Origin, Uniqueness and Brand Equity” at National Research Conference on Management and Business (NRCMB), December 15th, 2015.
  • Bashir, M. A., Jalees. T. 2015, “Social Media Marketing Activities, Perceived Sales Promotion Intensity, Brand Loyalty, Brand Equity and Purchase Intention” at International Conference on Business and Management (ICBM), November 28th-29th, 2015
  • Bashir, M. A., Jalees. T. 2015, “Brand Equity Measurement Dimensions” at International Conference on Management, Education and Social Science Research (ICMESSR), April 4th-5th, 2015.
  • Member Marketing Association of Pakistan.
 Institute of Business Management (IoBM)

 CBM Building: Room No. 306, Institute of Business Management

Korangi Creek, Karachi Pakistan – 75190

 (+92-21)111-002-004

 Ext – 538

adnan.bashir@iobm.edu.pk