Faculty Profile

Dr. Farah Naz Baig

Assistant Professor

Department: Marketing

Specialization: Marketing

Onboard Status: Available

Email: fbaig@iba.edu.pk


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)

Academic Qualification

  • 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

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

Journal Publication(s)

  • 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,Pakistan,Karachi

Case(s)

  • Dr. Farah Naz Baig ,"Bricks or clicks? Marketing Dilemmas at Dawlance",Case Study,Jan 03, 2023,,
  • Dr. Farah Naz Baig ,"Pediasure: Children’s Health Problem now a History!",Emerald Emerging Markets Case Studies,Sep 03, 2016,,
  • Dr. Farah Naz Baig, Dr. Amber Gul Rashid ,"Baker Street",Emerald Emerging Markets Case Studies,Jan 31, 2016,,
  • Dr. Farah Naz Baig ,"McDonalds Breakfast Launch Dilemma",Emerald Emerging Market Case Studies,Dec 13, 2012,,
  • Dr. Farah Naz Baig, Batool, L. ,"Snowhite a Case of Fuzzy Growth",Case Centre,May 03, 2012,,

Book(s)

    Conference(s)

    • Dr. Farah Naz Baig ,"Understanding Attention and emotional response toward skippable digital advertisements",Conference paper,Jul 31, 2022,,
    • 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,New Zealand,Wellington
    • Dr. Farah Naz Baig ,"Entrepreneurial Resourcefulness, Product Strategy and Channel Structure: A Transaction Cost Economies Perspective",Southampton Business School Conference,Mar 21, 2016,England,Southampton
    • 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,United Arab Emirates,Dubai, UAE
    • Salman, Faryal, Dr. Farah Naz Baig ,"Materialism and Consumer Attitude towards Debt: Spendthrift or Tightwad",INFORMS 36th Marketing Science Conference,Jun 12, 2014,United States,Atlanta, Georgia
    • Dr. Farah Naz Baig, Zaidi, Zaufishan ,"Match or Clash: Self brand Congruity and Mobile Phone Selection",SZABIST National Research Conference,Dec 21, 2013,Pakistan,Karachi
    • Dr. Farah Naz Baig, Jami Moiz ,"Materialism and Beauty Perceptions amongst the Young Female Pakistani Consumers",INFORMS 35th Marketing Science Conference,Jul 11, 2013,Turkey,Istanbul
    • 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,Australia,Adelaide
    • Dr. Farah Naz Baig ,"Retail Patronage Behaviour: An Exploratory Study of Urban Pakistani Consumer",ICBE Business and Economics Conference,Sep 13, 2012,South Africa,Capetown
    • Dr. Farah Naz Baig ,"Impact of Materialism on the Consumption Behaviour of Pakistani Consumer",INFORMS 34th Marketing Science Conference,Jun 07, 2012,United States,Boston
    • 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,Australia,Perth
    • 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,England,Aberdeen,Scotland
    • 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,Pakistan,Karachi
    • Dr. Farah Naz Baig, Laila Batool ,"Snowhite Drycleaners",AJMC Case Conference,May 27, 2011,Pakistan,Lahore
    • 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,Indonesia,Bali
    • 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,India,Gujrat
    • 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,Pakistan,Karachi

    Other(s)


      Projects

      List to come