UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

Faculty Profile

Dr Yasir Rashid

Acting Chairperson Department of Marketing, Assistant Professor

School of Business and Economics

Department of Marketing

 : [email protected]     : 3353   


Dr. Yasir Rashid is a qualified marketing academician, corporate trainer, Digital Consultant and tech entrepreneur who is a graduate of AACSB, EQUIS and AMBA accredited foreign business schools. He is currently serving as the Digital Marketing Consultant of Pakistan under Ministry of IT and Telecom, Government of Pakistan. He came back to Pakistan from overseas in 2014 after working for multi-billion dollar firms at various roles. 

He became the first Pakistani Digital Marketing and Social Media Analytics expert from MIT Sloan School of Management, USA in 2016. 

He has over eight years of corporate experience in Australia and New Zealand. He has worked for Advertising, Direct Marketing, Utlities and Government Organizations. He has held various positions ranging from Sales Manager, Customer Services Manager, Sales Analyst, Sales Training Manager and Advertising Specialist.

He is currently devoting his academic research energies on developing the Digital Markeitng, Service Dominant Logic of Marketing and Value Co-Creation concepts. He has attended and published in well reputed international conferences such as Australia and New Zealand Marketing Academy (ANZMAC) and Naples Forum on Service (Italy). He is currently working on multiple research papers in collaboration with internationally well known marketing professors from USA, New Zealand and Australia.

Educational Qualifications/ Certifications

Digital Marketing and Social Media Analytics Expert, MIT Sloan School of Management, Boston (USA)

Big Data Qualitative Analytics through NVIVO Expert by QSR, Columbia University, New York City (USA)

PhD (Marketing), Waikato Management School, University of Waikato, New Zealand 

MS (Marketing), Monash Business School, Monash University (Caulfield Campus), Australia

BS (Marketing/Multimedia), Swinburne University of Technology, Australia

Trainings, Consultancy, Advisory

Current : Digital Marketing Expert and Consultant, Ministry of IT and Telecom - Government of Pakistan

Exec. Training Titles:

1. Digital and Social Media Marketing

2. Brand 4.0 : Launching a Digital Brand

3. Foundations of Modern Marketing and Customer Persons

4. Digital Big Data to Big Decisions

PhD Dissertation Details

Title: Identifying the Processes of Value Co-Creation

Supervisors: Prof. Richard J. Varey and Dr. Carolyn Costley

Examiners:

  1. Prof. Rod Brodie (University of Auckland, New Zealand)
  2. Dr. Melissa Akaka (University of Denver, USA)

Current Academic/ Administrative/Committee Roles

(Jan 2018 - Current) Chairman, Department of Marketing 

(Apr 2015 - December 2017) Director, Office of MBA 

(Aug 2014 - Current) Assistant Professor of Marketing 

Courses Taught

  • PhD Level
    • Service Systems (Facilitator)- Fall 2015 
    • Seminar in Marketing – Spring 2015 and 2016
    • Marketing in the Digital Age (Spring 2018)
  • Postgraduate Level
    • MS Course: Marketing Theory & Practice – Spring 2015, Spring 2017
    • MBA Course:Selling Skills and Techniques – Fall 2014
    • MBA Course: Sports Marketing - Fall 2015
    • MBA Course: Business Research Methods - Spring 2016
    • MBA Course: Digital Marketing - Spring 2017
    • MBA Course: Freelance Marketing - Fall 2018
  • Undergraduate Level
    • Business Research & Intelligence - Spring 2015, Fall 2015, Fall 2017, Spring 2018
    • Principles of Marketing – Spring 2015, Fall 2014, Spring 2017
    • Selling Skills & Techniques – Fall 2014
    • Sports Marketing - Spring 2016
    • Social Media Marketing - Fall 2016, Fall 2017

Academic Research Interests

  • Digital Marketing and Social Media 
  • Neuromarketing
  • Consumerism, Patterns, Mentatlity and Feeling
  • Service Dominant Logic of Marketing as Business Orientation
  • Resources Integration among Actors to Actors - Process, Elements, Factors
  • Value Co-Creation - Measurments and Scale Development, Context Specific Exploration,
  • Service Eco-Systems - Community Welfare, Sustainability 

Industry Research Interests

  • Consumer Preference Index, Top 100 Brands in 20 Sectors
  • Fear or Optimisim, CPEC and Pakistani Merchants

Teaching Interests 

  • Digital Marketing
  • Service Marketing
  • Business Research and Intelligence
  • Sports Marketing
  • Multimedia Marketing for Advertisers
  • Case Studies in Marketing
  • Not for Profit Marketing
  • Direct Marketing
  • Enhancing Customer experience through service

Research Articles 

  1. Rashid Y., Nazir, M. (2018): An Empirical Study of the Consumers’ Attention towards Emotional Social Media Advertisements Using Electroencephalography (EEG). 7th Asian Management Research and Case Conference, Pakistan (Won 3rd Best Paper Award and USD 300  )
  2. Warraich, A., Rashid Y. (2018): Franchising in social sectors in emerging markets: Insights from education service franchise in Pakistan. 9th International Research Meeting in Business and Management (IRMBAM-2018), Nice (FRANCE)
  3. Sana,S., Rashid, Y., Zaheer, S. (2018). Negative Word of Mouth (NWOM) and Online Shopping: Examining the role of Psychological Contract Violation (PCV), Trust and Satisfaction. 2nd ASIA International Multidisciplinary Conference (AIMC), Malaysia
  4. Manzoor, A., Rashid Y., Sadiq I. (2018): Paperless Pakistan: Identifying the drivers of Cryptocurrency Awareness among Digital Banking Users.  1st International Conference on Management and Commerce, Pakistan
  5. Zahra, N., Qayyum, A., Rashid Y. (2018): Travelers empowering Travelers: Website Quality, User-Generated-Content and Hotel Booking Behavior.  2nd ASIA International Multidisciplinary Conference (AIMC), Malaysia
  6. Rashid Y., Sadiq I. (2016).: Value Co-Creation in Retail: A Perspective Integrating Consumer Culture Theory (CCT) and Service Dominant Logic of Marketing. Australia and New Zealand Marketing Academy (ANZMAC 2016), New Zealand
  7. Rashid Y., Varey J. R., Costley C. (xxxx).  Case Study Method: A Step by Step Guide for Management and Marketing Researchers. Accepted for Publication in The Qualitative Report- Journal. (Forthcoming 2017)   
  8. Hussain S., Rashid Y. (2016). Brand Extension Success Elements: A Conceptual Framework. Journal of Business Administration and Education, Vol 8 (1).
  9. Lone N. A., Rashid Y. (2015).  Value Co-Creation: Exploring the Role and Purpose of User Generated Content (UGC). Research Journal of Social Science and Management, Vol 5 (8).  
  10. Rashid A., Rashid Y., Hock W. Q. (2015). Examining the Effectiveness of Knowledge Management Systems (KMS) in Co-Creation: An Empirical Investigation. Journal of Science & IT Management, Vol 5(2).
  11. Rashid Y., Rashid A. (2013). An Exploratory Study Examining the Influence of Customer Knowledge Management (CKM) on Customers Acquisition Performance and Organizational Learning. International Journal of Knowledge and Research in Management and E-commerce. Vol 3(2).
  12. Rashid Y., Varey J. R., Costley C. (2013). Features of Value Co-Creation Process: A Multiple Actor View. Conference proceedings of Naples Forum on Service, Naples (Italy).
  13. Rashid Y. (2011). Identifying the Processes of Value Co-Creation in ICT. Australia and New Zealand Marketing Academy (ANZMAC 2011), Perth (Australia).
  14. Rashid Y. (2010) Marketing Response to the Knowledge Economy. 14th Annual Waikato Research Conference, Hamilton (New Zealand).

Thesis Supervised

MS Thesis : 7 completed, 4 current

PhD : 3 Current

Connect With Me

  1. LinkedIN Profile (https://pk.linkedin.com/pub/dr-yasir-rashid/102/693/a45)
  2. ResearchGate Profile  (https://www.researchgate.net/profile/Dr_Yasir_Rashid2)

Useful Links

  1. Service Dominant Logic of Marketing Website and Resources ( http://www.sdlogic.net/)
  2. References on Qualitative Research (http://www.qual.auckland.ac.nz/)
  3. Social Science Research (http://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=1002&context=oa_textbooks)
  4. Call for Papers for Marketing Scholars (https://www.facebook.com/Marketingscholars?fref=ts)
  5. Academic Research Search Engine (http://www.harzing.com/pop.htm)
  6. Journal Quality List (http://www.harzing.com/jql.htm)
  7. HEC Recognized Local Business Journals (http://www.hec.gov.pk/InsideHEC/Divisions/AECA/Documents/BussinessEducationJournals.pdf)
  8. HEC Recognized International Journals - JCR (http://www.hec.gov.pk/InsideHEC/Divisions/QALI/QADivision/Documents/JCR%202015.pdf)
  9. JCR Master List Journals Search Engine (http://ip-science.thomsonreuters.com/mjl/)

 


 

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