Qazi Ahmed

Dr Qazi Ahmed PhD, MBA, BBA

Lecturer in Marketing & Sales

Dr Qazi is a Lecturer (Marketing & Sales) at the Executive Business Centre in Greenwich Business School, London.

His area of expertise is marketing, specifically consumer behaviour, social media advertising and brand sustainability. His present research, endeavours on understanding the sustainable marketing practices in terms of digitization and branding, evolving Post Covid-19. He aims on addressing the fundamental factors that foster a creative economy based on the basic principles of business sustainability.

Before joining University of Greenwich, Dr Qazi was serving as faculty member at Bahria University Islamabad Campus (BUIC) for 9 years (2015-2024). He served as the Cluster Head of the marketing department and was responsible for teaching, course allocations and faculty development. He was also the Team Lead of Marketing Special Interest Group (MSIG) for providing action-based research for contemporary enterprises. Moreover, Dr Qazi also served as a Transnational Educator (TNE) at University of Bedfordshire and Arden University (United Kingdom). He worked as a module leader and personal tutor at these varsities.

Dr Qazi is a highly committed educator and a researcher. He has achieved the landmark of attaining ‘Outstanding Performance Evaluation Reports’ in the year 2019, 2021 and 2022 from Bahria University. He was also bestowed with the award of ‘Outstanding Tutor for TNE Model’ by Arden University in the year 2023. Dr Qazi attained the recognition of an ‘Approved Higher Education Commission (HEC) Supervisor’ in 2022. His recent works encapsulate 17 well reputed research publications and 3 international conferences.

Dr Qazi received his Ph.D. in Digital Marketing (2021) from Comsats University Islamabad (CUI), Pakistan. He did his graduation (MBA) in international business & marketing from Nust Business School (NBS). He completed his under graduation (BBA Hons) from Bahria University Islamabad Campus (BUIC). Teaching, research and business consultancy are a way of life for Dr Qazi Ahmed.

Specialization: Consumer Behavior * Digital Media * Social Media Marketing * Business Sustainability

Marketing and advertising

Responsibilities within the university

Teaching

  • Teaching modules for MA/MBA International Business Programme.

Research

  • Undertaking research endeavors on Brand Sustainability & Transformational Marketing.
  • Formulating research agendas on Digital Sustainability & Creative Economies.

Student Support

  • Providing personal tutorship and graduate supervision services for student success. Dr. Qazi welcomes Ph.D. students from around the world, who want to collaborate in areas of digital marketing, virtual consumer behaviors & business sustainability.

Awards

Teaching awards

  • Letter of Appreciation: Outstanding Performance Evaluation Report 2021- Bahria Business School (BBS)
    This award acknowledges excellence in pedagogical work.
  • Letter of Appreciation: Outstanding Performance Evaluation Report 2019- Bahria Business School (BBS)
    This award acknowledges excellence in pedagogical work.
  • Cash Honorarium: Outstanding Contribution Towards Research 2018 - Bahria Business School (BBS)
    This award acknowledges excellence in research work.

Recognition

Research Funding

  • Higher Education Commission (HEC) Travel Grant - (301.100/TG/R&D/HEC/2018/27798).

External Affiliations

  • Higher Education Commission (HEC) Approved Supervisor - (HEC/HRD/ASA/2022/133260)
  • Member of Connecting Asia Organization, Malaysia - (APRA/2017-208)

Research / Scholarly interests

Dr. Qazi Ahmed warmly welcomes Ph.D. and graduate students; willing to progress their research work in the field of business studies, specifically marketing and digital promotion strategies. He is looking forward towards enthusiastic and committed researchers, that have an inherent interest in examining sustainable business practices in terms of digital footprints, branding and media management.

His present work focuses on Business Digitization and Sustainability; the two mega trends re-shaping the social and scientific debates of the 21st Century. The aspect of sustainability is evident in 17 UN Sustainable Development Goals (SDGs), focusing on achieving an optimum balance between the current economic growth and the upcoming environmental challenges. In the same manner, the emerging role of digital technologies has encapsulated our lives and platforms such as internet of things (IoT), block chain and artificial intelligence (AI) have transformed contemporary companies. Digital technologies can provide a support system for present firms in transforming their operations into sustainable business models (SBMs) and attain a source of competitive advantage. This advantage has the tendency to create value not only in financial terms but also socially and ecologically.

Dr. Qazi has also published pragmatic and proactive case studies in the field of business management at the Case Centre, UK. These case studies provide a South Asian perspective on how bureaucratic behaviors impede organizational growth, how transitions are made into target markets and what are the reflections over first mover fears. Some of his published case works supported by comprehensive teaching notes are as follows:

  • Mughal, A., Aslam, A., Ahmed, Q. A., Azmat, A., Khan, A., Arshad, O. (2018). From Tuscany Courtyard to Chickachino: A Transition of Target Market, Case Centre.
  • Mughal, A., Aslam, A., Ahmed, Q. A., Azmat, A., Khan, A., Arshad, O. (2018). From Tuscany Courtyard to Chickachino: A Transition of Target Market, Case Centre. (Teaching Note)
  • Joseph, A., Dilawar, H., Muhammad, O., Arif, K., Ahmed, Q. M. (2018). Couch Potato: Revolutionizing Hyper Local Delivery Services in Pakistan, Case Centre.
  • Joseph, A., Dilawar, H., Muhammad, O., Arif, K., Ahmed, Q. M. (2018). Couch Potato: Revolutionizing Hyper Local Delivery Services in Pakistan, Case Centre. (Teaching Note)
  • Khan, N., Irfan, H., Ahmed, Q. M. (2018). Burqa Avenger: Forget First Mover Fear, Create the Next Big Thing, Case Centre.
  • Khan, N., Irfan, H., Ahmed, Q. M. (2018). Burqa Avenger: Forget First Mover Fear, Create the Next Big Thing, Case Centre. (Teaching Note)
  • Aizaz, A., Sheikh, S., Ahmed. Q. A., Asim, S., Usmani, S. (2017). Pakistan Post: An Organization Reaching its End, Case Centre.
  • Aizaz, A., Sheikh, S., Ahmed. Q. A., Asim, S., Usmani, S. (2017). Pakistan Post: An Organization Reaching its End, Case Centre. (Teaching Note)

Media activity
  • Keynote Invitation - 3rd International Conference on Emerging Challenges for Organizations in Developing Economies (ECODE III)
    Link: https://www.facebook.com/share/v/oaEFcF6xkcajGaVG/?mibextid=oFDknk

Recent publications
  • Fatima, M., Ahmed, Q.M. and Paracha, O. (2024), "Examining sustainable consumption patterns through green purchase behavior and digital media engagement: a case of Pakistan’s postmillennials", Foresight, Vol. 26 No. 5, pp. 867-885. https://doi.org/10.1108/FS-12-2022-0177
  • Nazir, M. A. & Ahmed, Q. M. (2023). Mediation Model of Social Media Usage within Organizations and its Impact on Employees during the Covid-19 Pandemic, International Journal of Marketing, Communication and New Media,11(21), 27-47, DOI: https://doi.org/10.54663/2182-9306.2023.v11.n21.27-47.
  • Ahmed, Q. M., Wajid, A. & Nazir, M. A. (2023). Examining purchase behavior through brand advertising strategy in social media fan pages: The mediating effects of consumer engagement behaviors, International Journal of Internet Marketing and Advertising, Vol. ahead-of-print No. ahead-of-print, DOI: 10.1504/IJIMA.2023.10057722.
  • Ali, B., Fatima, M., & Ahmed, Q. M. (2023). Examining the Theory of Planned Behaviour in Green Purchasing Behaviour: A Case of Millennial’s Consumption of Organic Food. Foundation University Journal of Business & Economics, 8(1), 168-180.
  • Fatima, M., & Ahmed, Q. M. (2022). Impression of excessive digital media utilization on psychological well-being: A case of Pakistan’s metropolitan cities. Journal of Management Info, 9(2), 217-231.
  • Ahmed, Q. M., Wajid, A., Nazir, M. A., & Ahmad, T. (2022). Consumer Behavior towards Social Media under COVID-19: A Multi-Study Evidence from Pakistan. Foundation University Journal of Business & Economics, 7(2), 29-45.
  • Ahmed, Q. M., Nazir, M. A., & Paracha, O. S. (2022). Exploring the Impact of Remuneration on Advertising Value & Attitudes: A Perspective During the Covid-19 Crises. International Journal of Marketing, Communication and New Media, 10(19), 118-137, DOI: https://doi.org/10.54663/2182-9306.2022.v10.n19.118-137.
  • Wajid, A., Raziq, M. M., Ahmed, Q. M., & Ahmad, M. (2021). Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements. Journal of Retailing and Consumer Services, 59, 102373, DOI: https://doi.org/10.1016/j.jretconser.2020.102373.
  • Hussain, I., Ahmed, Q. M., Gulzar, A., Usman, U., Hussain, S. (2020). Group Cohesion: A Therapy Against Abusive Supervision. International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies, 11(12), 1-11.
  • Ahmed, Q. M., Paracha, O. S., Salman, A. (2020). Roles of Remuneration on Consumer Responses Towards Social Media Advertising: A Pakistani Perspective. International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies, 11(5), 1-14.
  • Sikander, M. D. I., Ahmed, Q. M. (2019). Impact of Social Media Marketing on Brand Love: Promoting Loyalty in the Restaurant Landscape of Pakistan. Online Journal of Communication and Media Technologies, 9(4), 1-15.
  • Ahmed, Q. M., Hussain. I., Ahmed, S. (2019). Impact of Social Media Marketing on Brand Loyalty: The Mediating Role of Brand Consciousness. Journal of Managerial Sciences, 13(2), 201-213.
  • Ahmed, Q. M., Raziq, M. M., Ahmed, S. (2018). The Role of Social Media Marketing and Brand Consciousness in Building Brand Loyalty. Global Management Journal for Academic & Corporate Studies, 8(1), 154-165.
  • Raziq, M. M., Ahmed, Q. M., Ahmad, M., Yusaf, S., Sajjad, A., Waheed, S. (2018). Advertising skepticism, need for cognition and consumers’ attitudes. Marketing Intelligence & Planning, 36(6), 678-693, DOI: https://doi.org/10.1108/MIP-11-2017-0273.
  • Ahmed, Q. M., Raziq, M. M., Goreja, A. B. (2018). The Impact of Consumer Beliefs on Consumers’ Attitude: A Social Media Advertising Perspective. Journal of Social Sciences & Humanities, 26(1), 78-104.
  • Ahmed, Q. M., Raziq, M. M. (2017). The Social Media Advertising Model (SMAM): A Theoretical Framework. Journal of Managerial Sciences, 14(3), 117-144.
  • Irshad, M., Mian, A. K., Ahmed, Q. M. (2016). Social Media Marketing and Consumer Behavior: An Academic Literature Review. Abasyn Journal of Social Sciences, Special Issue.
  • Ahmed, Q. M., Irshad, M., Ali, M., Mian, A. (2016). Conceptualizing

Presentations
  • Chief Organizer: Zindagi Prize- Social Entrepreneurial Initiative, 2023.
  • Chief Organizer: TEDxBahriaUniversity- The New Normal, 2022.
  • Chief Organizer & Award Winner: Hult Prize Challenge- Fashion & Sustainability, 2022.
  • Organizer (Publicity & Publications): 3rd International Conference on Emerging Challenges for Organizations in Developing Economies (ECODE III)
  • Conference Presenter (Best Paper Award): Investigating Consumers’ Responses Towards Social Media Advertising: The Roles of Infotainment, Invasiveness & Integrity, International Conference on Business and Social Innovation (ICBSI), Islamabad, Pakistan (2018).
  • Conference Presenter: Impact of Social Media Marketing on Brand Loyalty: The Mediating Role of Brand Consciousness, 4th ASIA International Conference, Langkawi, Malaysia (2018).
  • Conference Presenter: The Social Media Advertising Model (SMAM): A Theoretical Framework, 3rd ASIA International Conference, Kuala Lumpur, Malaysia (2017).
  • Conference Presenter: Social Media is the New Phenomenon: A Pakistani Context, South Asian International Conference (SAICON), Islamabad, Pakistan (2016).
  • Conference Presenter: Social Media Marketing and Consumer Behavior: An Academic Literature Review, South Asian International Conference (SAICON), Islamabad, Pakistan (2016).
  • Conference Presenter: The Subliminal Phenomena in Advertising: A Pakistani Perspective, South Asian International Conference (SAICON), Islamabad, Pakistan (2014).
  • Conference Presenter: Investigating Relationship Between NPS and Subscribers: A Study in Pakistani Telecom Companies Perspective, South Asian International Conference (SAICON), Islamabad, Pakistan (2014).