Fareen Razzak


Marketing Department
Assistant Professor


Counseling Hours: Monday 10:45 am to 11:45 am
 Tuesday 09:00 am to 10:30 am
 Wednesday 10:45 am to 11:45 am
 Thursday 09:00 am to 10:30 am

Fareen Razzak, Assistant Professor, in the Marketing Department, has completed her Master’s by Research (MRes) in Advanced Marketing Management from Lancaster University in United Kingdom and an MBA and BBA from Institute of Business Administration, IBA. She teaches several marketing courses including Marketing Strategies for the Bottom of the Pyramid (BoP) Markets, Consumer Behaviour, and Brand Management. Her research looks at market creation and social intervention in BoP markets (Bottom of Pyramid Markets) of Pakistan. She is particularly interested in the dynamic nature of markets and in understanding how market actors employ material and immaterial market devices to form marketing networks in conditions of scarcity. Her research on BoP markets has won the best marketing dissertation award at Lancaster University Management School. She has corporate experience related to Brand Management in Colgate Palmolive and Candy Land. She is also an entrepreneur who envisioned and built a new brand, Rashk Fashions, for premium designer wear which were selling at various high end multi -designer stores in Dubai, Toronto, Bangladesh and Chicago (Brands just Pret, The Designers, Labels, Shabis etc.)

2017  Masters by Research in Advanced Marketing Management
(A grade / Distinction) Award for Best Dissertation
 Lancaster University Management School
2000  MBA  Institute of Business Administration, Karachi
1999  BBA  Institute of Business Administration, Karachi
Academic Experience
Sep 2017- To date Assistant Professor Institute of Business Management, Karachi
Sep 2015 – Sep 2016 Senior Lecturer Institute of Business Management, Karachi
Sep 2009 – Sep 2015 Visiting Faculty, Marketing Institute of Business Management, Karachi
Jan 2014 – May 2014, Jan 2015-May 2015 Visiting Faculty, Marketing PAF KIETS, Karachi Institute of Economics and Technology, Karachi
Nov 2004 – April 2005 Tutor  Excellence in Education, Knowledge Village, Dubai
Entrepreneurial And Corporate Experience
Oct 2010 – Oct 2014 Owner/Entrepreneur (www.facebook.com/rashkfashions) RASHK (Designer apparel)
2009 Marketing Manager-Exports Ismail Industries Limited, Candy Land
2003 Brand Manager Ismail Industries Limited, Candy Land
2001. Management Trainee Colgate Palmolive Pakistan Ltd
  • Current Project: Development of Faculty & Industry Interaction Conclave for Marketing
  • Fareen lectures on Brand Management, Consumer Behaviour and Bottom of the Pyramid Marketing. Her research focuses on exploring the role of narrative devices in creating markets at the Bottom of the Pyramid. Fareen is particularly interested in the fragmented, contested and dynamic nature of narratives and how they are employed by market actors to create bottom up innovation and cultural resonance in conditions of extreme scarcity and informality. Fareen is also interested in how market forces socially construct and shape stigma in low income communities of Pakistan.
  • Experiential learning exercises in Consumer Behaviour & Brand Management
  • Implementing design thinking in class room brain storming exercises.
  • “Exploring the Relationship Between Brand Experiencee & Customer- based Brand Equity.” International Conference on Innovation and Emerging Trends in Business Management offered by Iqra University, Karachi, Pakistan June 4-5, 2016
  • Train the trainer: PSTD, Pakistan Society of Training and Development-September 2015.
  • Leadership Training: American Management Association-October 2015 -3 Months.
  • Time Management offered by Time Lenders -January 29 -January 29, 2003
  • Train the Trainer offered by Wali Zahid for the Pakistani Society for Training and Development -August 24-27, 2015
  • MARCON by Marketing Association of Pakistan-April 227,2016
  • Blue Ocean Strategy offered by Javaid Ahmed, Senior Fellow at IoBM-May 29, 2016
  • Business Balanced Score Card offered by Ekhlaque Ahmed, HOD Marketing at IoBM-May 30, 2016
  • Developing a Faculty Brand offered by Ejaz Wasay, Senior Fellow at the Institute of Business -May 31, 2016