Dr. Syeda Khadija Hassan
Brief Bio
Dr. Khadija Hassan is a Lecturer at Southern Business School at the University of Southern Punjab, Multan, with over six years of teaching and research experience in Management Sciences. Her academic expertise lies in consumer behavior, digital marketing, and emerging technology applications in business. She has demonstrated strong capabilities in curriculum development, student mentoring, and research supervision at undergraduate and postgraduate levels.
Her research primarily focuses on consumer-brand relationships, digital consumer behavior, and technology-driven transformations in marketing. She has published in recognized academic journals and actively contributes to scholarly research in her field. In addition to teaching, she serves as In-charge of the Business Incubation Center, supporting entrepreneurial development and innovation among students.
| Education | ||
|---|---|---|
|
PhD in Management Sciences |
The University of Faisalabad |
2026 |
|
M.Phil. in Management Sciences |
Riphah International University, Islamabad |
2021 |
|
BBA |
University of Agriculture, Faisalabad |
2017 |
| Professional Experience | ||
|---|---|---|
|
Lecturer & In-charge Business Incubation Center |
University of Southern Punjab, Multan |
Aug 2025 – Till now |
|
Senior Lecturer |
University of Central Punjab, Gojra Campus |
Dec 2022 – July 2025 |
|
Research Associate |
National Business School, The University of Faisalabad |
Nov 2021 – Oct 2022 |
|
Lecturer |
Iqra International Institute, Faisalabad |
Feb 2017 – Dec 2020 |
Professional Associations
Academic and research collaborations within Management Sciences and Marketing disciplines
Research Interests
- Consumer Behavior and Brand Relationships
- Digital Marketing and E-Commerce
- AI and Technology in Marketing
- Consumer Psychology and Online Behavior
- Marketing Management
- Services Marketing
- Integrated Marketing Communications (IMC)
Research Impact:
- Publications: 6+
Research Projects: Skill Gap Analysis (TEVTA Pakistan)
| Research | ||
|---|---|---|
|
Hassan, K., & Tariq, A. (2024). Breaking Down Brand Hatred: An Investigation of Online Shopping Discontent in Pakistan. Kurdish Studies, 12(3), 256–266. |
2024 |
|
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Hassan, K., & Tariq, A. (2024). When Expectations Meet Reality: The Saga of Dissatisfaction and Brand Hate in Pakistan’s E-Markets. Kurdish Studies, 12(4). |
2024 |
|
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Iqbal, J., Abbas, A., Iqbal, Z., & Hassan, K. (2025). Strategic Procurement 4.0: A New Era of Sustainable Performance. |
2025 |
|
|
Hassan, K. (2024). Consumer behavior moderates the effect of green and social network marketing and strategies on textile business performance in Faisalabad, Pakistan. Bulletin of Business and Economics (BBE), 13(1). |
2024 |
|
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Khadija Hassan. (2024). CAUSES AND EFFECTS OF BRAND HATE: INSIGHTS FROM PAKISTAN’S RESTAURANT INDUSTRY. International Journal of Contemporary Issues in Social Sciences, 3(2), 1376–1388. |
2024 |
|
Teaching & Supervision
Courses:
- Principles of Marketing
- Consumer Behavior
- E-Commerce
- Research Methods
Supervision:
- BBA Dissertations (6 Credit Hours)
- Internship Reports (BBA & B.Com – 3 Credit Hours)
- MS Thesis Supervision (ongoing)
Teaching Philosophy
Fostering critical thinking and analytical skills through interactive and research-driven teaching approaches, while connecting theoretical knowledge with real-world business challenges.
Awards & Certifications
- Chairman’s Gold Medal – MS Management Sciences (2019–2021)
- Certified NAVTTC E-Commerce Trainer
- Examiner at Royal College of England
Collaborations and Engagement
- Industry-academia collaboration through Business Incubation Center
- Open to research collaborations in consumer behavior, digital marketing, and AI in business