Ms. Nida Athar is a dynamic Lecturer at Southern Business School with over four years of teaching experience in Digital Marketing, Digital Business, and Business Administration. Her teaching approach blends theory with practice, utilizing innovative methods and digital tools to foster student engagement, creativity, and critical thinking. Ms. Nida also oversees the management of eight active student societies at Southern Business School, where she leads and supports each society’s operations. She ensures that each student body actively contributes to student life by organizing impactful events, workshops, seminars, and community outreach initiatives. The societies she manages include:

• Southern Business Society (SBS): Organizes business-related events, networking sessions, and career development workshops.

• Southern  Entrepreneurial Society (SES): Focuses on nurturing entrepreneurial skills, hosting startup workshops, and providing mentorship to budding entrepreneurs.

• Business Youth Forum (BYF): Engages students in discussions about current business trends, offering talks from industry experts and fostering leadership development.

• Southern Welfare Society (SWS): Leads community service projects, fundraising events, and awareness campaigns to support local charities and causes.

• Southern Literary Society (SLS): Promotes a love for literature and the arts, organizing poetry readings, book discussions, and literary events.

• Southern Sports Society (SSS): Coordinates sports tournaments, fitness challenges, and recreational activities to encourage physical well-being among students.

• Southern Islamic Society (SIS): Organizes religious talks, charity events, and cultural activities that promote understanding of Islamic values.

• Southern Aviation Society (SAS): Hosts events, workshops, and talks focused on aviation, offering students opportunities to explore the industry.

Ms. Nida’s leadership journey began during her time at the Institute of Management Sciences (IMS), where she served in pivotal roles while pursuing her studies. She was the Vice-President of the IMS Executive Club, the Head of the Seminar and Debates Team, and the Vice-President of the Training and Development Cell under the Career Building Cell. These positions allowed her to hone her leadership, teamwork, and organizational skills, which have greatly contributed to her successful career in academia and beyond.

Having previously taught at Bahauddin Zakariya University (BZU), Ms. Nida contributed significantly to academic and professional development across various departments. She holds a strong track record of leadership, managing multiple student societies and organizing events that enrich the student experience.

Her academic expertise is coupled with a passion for student development and institutional growth. Ms. Nida’s research interests focus on Marketing & Consumer Behavior in Digital Contexts, Digital Marketing Strategies,AI Applications in Marketing, and Innovative Marketing Solutions. She has contributed to several HEC-Recognized journals and presented at international conferences, sharing insights into evolving consumer behavior and digital marketing trends.