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.

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 Behaviour 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 behaviour and digital marketing trends.