Department of Management Science

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Author: search.filters.author.Dr. Muhammad Fahad Javaid

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    Data Driven Marketing: Effects on The Employability of the Social Media Marketing Analyst: A Study of Pakistani Freelancers
    (Library Information Services, CUI Lahore, 2024) MUHAMMAD AHMAD; FA22-RBA-013; Dr. Muhammad Fahad Javaid
    This study aims to analyze the impact of Data Driven Marketing Strategies, and how they have changed the entire complexion of the Job market. The Companies and job positions that always had a minimum criterion of having at least graduation has now been diluted in thin air. The Paid Per Click (PPC) ads has entirely changed the dynamics of the jobs. A Social Media Marketing Analyst who has the “Skills and Competency” of understanding the Data Metrices given out by the PPC platforms, which includes, Google Ads, Google Analytics 4, Google Tag Manager, Facebook Pixel and MetaAds, is being preferred for a Job, rather than a Business Graduate, who has all the knowledge but doesn’t have the skills to setup a Meta or PPC campaign, though the principles for the campaign could be best set up by the Business Graduate. The business graduate has to learn this skill in addition to their qualification if they want to stay within the Employability criterion set by the companies these days. The reason behind this drastic change is that now companies have moved to a Data Driven Marketing Strategies. Initially this was know as Big Data but back then there was no advanced tools and platforms so readily available that everyone could use them. But the introduction of Meta Ads, and PPC has made it so easy and accessible, even to Small and Medium Enterprises that now instead of spending millions on conventional marketing, they prefer Performance marketing, which costs lot less and give extraordinary results. This decoding of Big Data via measurable metrices resulted in more Data Driven organizations. This Data Driven focused approach gave rise to Chief Marketing Technicians (CMTs) eliminating the role of Chief Marketing Officers (CMOs). And for this very reason companies tend to hire Freelancers or go for third party services for their marketing rather than now hiring a Marketing Executive. Now a days companies have more social media managers than having any marketing executives. They introduction of Social Media as a tool for marketing was indeed a paradigm shift for SMEs and small businesses which made them able to compete with market leaders on the same platforms with minimalistic costs, making these businesses go global, (think global, act local), hence giving rise to the people selling their digital marketing courses online, even though they were not graduate, nor they had any expertise in that area academically. This pushed the factors of employability in entirely different direction making the skilled personnel more
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    Data Driven Marketing: Effects on The Employability of the Social Media Marketing Analyst: A Study of Pakistani Freelancers
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) MUHAMMAD AHMAD; CIIT/FA22-RBA-013/LHR; Dr. Muhammad Fahad Javaid; LHR TP 9594, LHR TP 9607
    This study aims to analyze the impact of Data Driven Marketing Strategies, and how they have changed the entire complexion of the Job market. The Companies and job positions that always had a minimum criterion of having at least graduation has now been diluted in thin air. The Paid Per Click (PPC) ads has entirely changed the dynamics of the jobs. A Social Media Marketing Analyst who has the “Skills and Competency” of understanding the Data Metrices given out by the PPC platforms, which includes, Google Ads, Google Analytics 4, Google Tag Manager, Facebook Pixel and MetaAds, is being preferred for a Job, rather than a Business Graduate, who has all the knowledge but doesn’t have the skills to setup a Meta or PPC campaign, though the principles for the campaign could be best set up by the Business Graduate. The business graduate has to learn this skill in addition to their qualification if they want to stay within the Employability criterion set by the companies these days. The reason behind this drastic change is that now companies have moved to a Data Driven Marketing Strategies. Initially this was know as Big Data but back then there was no advanced tools and platforms so readily available that everyone could use them. But the introduction of Meta Ads, and PPC has made it so easy and accessible, even to Small and Medium Enterprises that now instead of spending millions on conventional marketing, they prefer Performance marketing, which costs lot less and give extraordinary results. This decoding of Big Data via measurable metrices resulted in more Data Driven organizations. This Data Driven focused approach gave rise to Chief Marketing Technicians (CMTs) eliminating the role of Chief Marketing Officers (CMOs). And for this very reason companies tend to hire Freelancers or go for third party services for their marketing rather than now hiring a Marketing Executive. Now a days companies have more social media managers than having any marketing executives. They introduction of Social Media as a tool for marketing was indeed a paradigm shift for SMEs and small businesses which made them able to compete with market leaders on the same platforms with minimalistic costs, making these businesses go global, (think global, act local), hence giving rise to the people selling their digital marketing courses online, even though they were not graduate, nor they had any expertise in that area academically. This pushed the factors of employability in entirely different direction making the skilled personnel more valuable commodity for the businesses. Hence increasing the employment rate for the non- graduate skilled personnels.
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    TALENT ACQUISITION OF GIG WORKERS IN PAKISTAN
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Noor-ul-Subha; CIIT/ FA23-RBA-021/LHR; Dr. Muhammad Fahad Javaid
    This study investigates the developing landscape of talent acquisition for gig workers in Pakistan, a nation seeing a quick shift towards flexible employment models. As the gig economy extends, traditional recruitment methods are turning out to be less compelling in drawing in skilled freelancers and temporary workers. This examination expects to distinguish the unique difficulties and opportunities related with recruiting gig workers, accentuating the requirement for imaginative techniques that take special care of this different labor force. Through subjective meetings and overviews with businesses and gig workers, the study reveals key factors influencing recruitment decisions, like the significance of digital platforms, the job of social media, and the meaning of reputation and confidence in the gig economy. The discoveries uncover that associations should adjust their employing practices to connect successfully with gig workers, zeroing in on straightforwardness, adaptability, and the utilization of innovation to smooth out the recruitment cycle. Eventually, this exploration features the need for businesses in Pakistan to embrace a more powerful way to deal with talent acquisition, guaranteeing they can draw in and hold the best gig workers in a cutthroat market. Thusly, associations can improve their functional proficiency and add to the development of the gig economy in the area.
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    Data Driven Marketing: Effects on The Employability of the Social Media Marketing Analyst: A Study of Pakistani Freelancers
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) MUHAMMAD AHMAD; CIIT/FA22-RBA-013/LHR; Dr. Muhammad Fahad Javaid; LHR TP 9594, LHR TP 9607
    Data-Driven Marketing: Effects on the Employability of Social Media Marketing Analysts — A Study of Pakistani Freelancers” examines how the adoption of data-driven marketing practices influences the skills, opportunities, and career growth of freelancers working in social media marketing in Pakistan. The study explores the role of analytics tools, performance metrics, audience insights, and platform algorithms in shaping professional competencies and employability. It investigates how proficiency in data interpretation, campaign optimization, and digital strategy enhances freelancers’ competitiveness in local and global markets. Using a mixed or qualitative approach, the research highlights the growing demand for analytical expertise and its impact on income potential, job stability, and professional development.
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    Determine The Ways to Reduce Employee Turnover Rate in an Organization
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Malik Abdul Salam; FA22-RBA-002; Dr. Muhammad Fahad Javaid; LHR TP 9454
    In the modern age high percentage of employee turnover and low productivity are perennial problems that affect businesses across all industries. Strategic Human Resource Development resources has the potential to increase an organization's production despite a high rate of employee turnover, and this is the main goal of this study. The efficiency of SHRD procedures and standards is investigated in connection to these organizational issues using data from experiments, case histories, and a synthesized theoretical framework. A comprehensive analysis enables the assessment of employee productivity and turnover rate, providing insight into the formulation and implementation of SHRD projects.
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    How the TQM Approach Enhance Organizational Performance through the Moderating Role of Entrepreneurial Leadership and Mediating Mechanism of Entrepreneurial Orientation
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2023) Amna Ilyas; FA21-RPM-001; Dr. Muhammad Fahad Javaid; LHR TP 8579
    The impact of Total Quality Management practices on Organizational performance is explored, with a specific focus on healthcare centers and Biomedical engineering companies in Pakistan. This study specifically highlights the critical role played by an entrepreneurial mindset and effective leadership in fostering innovation, creativity, and overall organizational performance. Successful implementation of quality management practices emerges as a key determinant of achieving improved organizational performance. To investigate these concepts, a survey was conducted among 220 employees holding managerial and executive positions within healthcare centers and biomedical companies that prioritize quality management practices. The collected data underwent regression analysis to explore the relationships between TQM practices, the influence of an entrepreneurial mindset, the role of leadership, and organizational performance. The anticipated findings aim to provide empirical evidence on how TQM practices influence organizational performance, with the mediating role of entrepreneurial orientation and the moderating role of entrepreneurial leadership. The insights derived from this research will be invaluable for healthcare practitioners and biomedical organizations in Pakistan, enabling them to optimize their quality management practices and achieve improved organizational outcomes. Ultimately, this study aims to contribute to the development of effective strategies that enhance organizational performance and foster the delivery of high-quality services in the healthcare and biomedical sectors of Pakistan.