Dr Asad Abbas Jaffari

Dr Asad Abbas Jaffari is currently Working as a Lecturer in the Graduate School of Management at Birmingham City University. He holds a Doctorate in Business Administration (Branding) from the University of the West of Scotland UK. He earned an MBA (Marketing) at the University of Sargodha in 2006 and started his academic career afterwards. From 2006 up to now, He lectured at different universities in the UK and Pakistan. During this period, he has also accumulated a wealth of managerial experience by taking on the role of Coordinator/Head of the Department of Business Administration, University of Sargodha.

Dr Asad’s research is broadly focused on Employer Branding and its Impact on Marketing/Organisation Performance. Moreover, he explored how the digital marketing landscape emerged in Business (Specifically in the service sector and SMEs) and how consumer behaviour changed after COVID-19. Currently, He is working in the Ethical and sustainable marketing domain. He has expertise in both academic and industrial research, including quantitative research methods such as Structural Equation Modeling (SEM), Smart pls, statistical techniques for exploratory analysis such as regression and forecasting, and Qualitative research methods. He has published journal papers and attended leading conferences as well as having several papers in progress in leading journals.

Dr Asad has worked as a strategy consultant within both manufacturing and service industries in the UK and Pakistan. Specifically, He has worked as a consultant for Govt of Pakistan to design and launch the e-Rozgar (Freelancing) Initiative. Additionally, He worked as a consultant for the SMEDA (Small and Medium Size Development Authority) Govt of Pakistan to support small businesses.

Dr Asad, during his tenure at the University of Sargodha, has designed a new MBA 3.5-year program with directions from the Higher Education Commission of Pakistan. His teaching at BCU mainly focuses on Strategic Branding, Marketing Communications, Global Marketing Management, and Business Research methods. Moreover, He is a member of various international professional bodies related to Business (i.e. Academy of Marketing, Digital Marketing Institute, Chartered Management Institute, American Management Association).

Areas of Expertise
Postgraduate Supervision
Work With Industry