Department of Management Science
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Item 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 9607Data-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.Item 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; LHR TP 9607, LHR TP 9594This 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 academicallyItem Safe Haven Investment in Green Bond against Chinese Sectoral Stocks: Portfolio Diversification Perspective(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Mobeen Ahmad; CIIT/FA22-RMS-006/LHR; Dr. Syed Atif Ali; LHR TP 9414This study investigates the safe-haven role of Chinese green bonds against the Chinese industrial sectors' returns over the period of December 16, 2018, to December 14, 2023. By considering significance of financial investments and environmental considerations in global financial markets, understanding the potential of green bonds as a safe-haven asset is very important. To evaluate the performance of Chinese green bonds during extreme market conditions, the study employs a recently introduced cross quantilogram (CQ) approach. Furthermore, this research utilizes BEKK models to investigate the spillover effects between Chinese green bonds and industrial sectors that shed light on the interconnectedness within different markets. In doing so, the study contributes to the valuable knowledge of risk management strategies in financial markets. In a practical context, the calculation of hedge ratios and assessment of hedging effectiveness are integral components of this research, offering a nuanced understanding of the magnitude and viability of utilizing Chinese green bonds as an investment decision tool. The findings of CQ predict that Chinese green bond provides a strong safe haven against Chinese health, financial and real estate sectors for short-term investment horizon. It means that the risk associated with these sectors can be offset by making investments in green bond. However, green bond can be used to minimized the risk associated to energy, materials, industrials, consumer discretionary, information technology, communications services, utilities, and consumer staples sectors in short term period. Similarly, the findings of BEKK model confirm that conditional variances of all sector returns are affected by the level of their past conditional variances. Moreover, there is a bi-directional volatility effect for all sectors. The highest mean hedge ratio between green bond and financials has been found, thus, providing a greater hedging opportunity. Afterward, the green bond with health care and consumer discretionary has a higher mean hedge ratio. The findings of this study hold significance for investors, financial institutions, and policymakers seeking to navigate volatile markets while incorporating sustainable investment practicesItem Artificial Intelligence and Technology Importance in Revolutionizing Parcel and Courier Delivery Services in Pakistan(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Muhammad Murtaza; FA22-RBA-028; Dr. Sidra Ramzan; LHR TP 9436In the era of 4th the fourth industrial revolution, which includes the technology and innovation systems and the Internet of Things (IoT) and other technologies, with the focus on automation and data sharing in production. Modern innovations in high-capacity connectivity, new ways for humans to interact with machines (like VR and touch interfaces), and methods for physically bringing digital instructions to life (like 3D printing and robotics) have all been characterised as the fourth industrial age (additive manufacturing) (Bundy, 2017). The delivery parcel services industry in Pakistan has experienced significant transformation driven by technological advancements and the exponential growth of e-commerce. As the technology is growing with the passage of time customer expectations also getting rise. Companies are increasingly looking forward for Artificial Intelligence (AI) and other technologies to optimize their logistics and delivery operations for their smooth working. AI technologies offer new opportunities that enhance efficiency that improve customer satisfaction, and reduce operational costs. The rise of e- commerce and the business sector of Parcel and courier delivery services in Pakistan has required fundamental changed the landscape of services. Customer now expect rapid reliable and transparent delivery services that can increase customer satisfaction. This demand puts significant pressure and need on logistics companies to innovate and improve their operations (Benton, DEC 2020). Artificial Intelligence and other latest technologies that can analyze significant amount of data and learn from it presents powerful tool to address such facing challenges in market.Item Advertisement Strategies of Cola Next: How Traditional and Social Media Create Brand Awareness Among Consumers(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Amara Javed; FA22-RBA-001; Ms. Naseem Habib; LHR TP 9435This study analyses the potency of Cola Next advertisement techniques in creating brand awareness and seek its potential to penetrate the local market of Pakistan. The qualitative approach was adopted, utilizing interviews to collect information about the perception of consumers and the impact of Cola Next marketing efforts. This study shows that Cola Next has efficiently used traditional media, using unique advertisement campaigns and celebrities’ endorsement to stand out in the competitive market. However, they have presence on social media, but are lacking in the aggressive marketing on it. They must work on enhancing social media campaigns, leveraging influencer endorsements, and innovating with unique marketing initiatives. By integrating these strategies, Cola Next can significantly enhance its market presence and brand awareness, positioning itself as a leading cola brand in Pakistan. This study contributes to understanding how targeted advertisement strategies can drive brand success in emerging markets.Item Optimizing Project Outcomes: Exploring the Impacts of Subcontracting on Quality, Timeline, and Cost Effectiveness in Manufacturing(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Faizan Saqib; FA22-RBA-017; Dr. Jawaria Fatima; LHR TP 9437IZHAR Engineering (Pvt.) Limited is the part of IZHAR Groups of Companies (established in 1959 by Mr. Izhar Ahmad Qureshi), which established in 2005. IZHAR Engineering has about 1009 employees with 598 labor and 411 staff members and it is operating in whole country. Company offered solution to steel structure buildings and Oil & gas equipment’s. IZHAR Engineering (Pvt.) Limited established the biggest production solution in the city of Lahore. IZHAR Engineering (Pvt.) Limited have most technical and well-equipped machinery and up to date software that meet the international standard. Company aims to achieve the trust of their client with their quality product and work, beside this they want to fulfilling the gap of Pre-engineered steel building, Boilers, Pressure Vessels, Heat Exchanger, Air cooled Heat Exchanger, storage tanks in oil & gas sector in Pakistan. The company is operating in the area of 650,000 SFT with yearly capacity of 40,000 tons and with this big numbers, IZHAR Engineering (Pvt.) Limited is honored with biggest production solution of pre-engineered and steel structures in Pakistan. IZHAR Companies also entered in different business sectors like IZHAR Construction (Pvt.) Limited, IZHAR Concrete (Pvt.) Limited, IZHAR Housing (Pvt) Limited and MEP Solution (Pvt.) Limited in order to filling the gab of construction business.Item Employer Branding Strategies to Attract Top Talent at Lulusar Textile(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Afifa Arshad; CIIT/FA22-RBA-031/LHR; Mr. Haroon Rashid; LHR TP 9442Attracting and retaining becomes very crucial for companies in today’s competitive job market for maintaining a competitive edge. This study explores the challenges faced by Lulusar Textile for attracting top talent and aims to give practicable solutions to strengthen its employer branding strategies. Drawing on extensive literature on employer branding, talent attraction and company success, this study delves into critical importance of effective employer branding and its impact on attracting top talent. Through a wide-ranging analysis of Lulusar Textile's existing practices and the identification of key areas for enhancement, this study provides practical recommendations to uplift the company's employer branding and establish it as an attractive employer for top- tier talent.Item Comparative Study of the USA and Pakistan Textile Product Quality Regulations(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Husnain Murtaza; CIIT/FA22-RBA-029/LHR; Dr. Sidra Ramzan; LHR TP 9440Pakistan, having joined the World Trade Organization (WTO) on January 1, 1995, was 'unwillingly' required to introduce standards and a quality control system that adhered to the best international practices. The issue Pakistan faced after joining the WTO was to safeguard its domestic consumers while competing with other countries or establishing an unmatched position in global markets for its commodities. A national standardization authority had to be established in Pakistan to provide crucial technical support to manufacturers and service providers in compliance with international norms, as the adoption of standards and quality control techniques was inevitable in an era of globalization. Consequently, on March 17, 1996, the Pakistan Standards and Quality Control Act was passed, enabling the Ministry of Science and Technology to create a national standardizing organization. Pakistan Standards Development Committee (PSQCA) was founded on December 1, 2000, in accordance with this Act. The purpose of PSQCA's founding was to provide government advice on standardizing programs, projects, and activities that would safeguard consumers while advancing industry growth and efficiency. Along with "advancing the national economy, promoting productivity in manufacturing and development, making sure the health and safety of the public, safeguarding customers, facilitating trade on a global scale and furthering worldwide collaboration in relation to standards and conformity inspection," the Authority's primary mission was to "foster and promote standards and conformity assessment" (https://www.psqca.com.pk/, n.d.).Item Conventional Supply Chain Versus Digital Supply Chain(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Mughira Asghar; CIIT/FA22-RBA-021/LHR; Mr. Nayyar Butt; LHR TP 9445Conventional supply chains are typically marked by manual processes, paper-based documentation, and isolated operations. These traditional systems often lead to inefficiencies, limited visibility, and sluggish response times, resulting in inventory inaccuracies, delayed shipments, and heightened operational costs. The absence of real- time data and integrated systems hinders effective decision-making and diminishes overall supply chain agility. In contrast, digital supply chains harness advanced technologies such as the Internet of Things (IoT), artificial intelligence (AI), blockchain, and big data analytics. These technologies enable the creation of interconnected, real-time, and highly responsive supply chain systems. Digital supply chains provide enhanced transparency, allowing stakeholders to access precise and up-to-date information at every stage of the supply chain. This improved visibility facilitates better demand forecasting, optimized inventory management, and more efficient logistics operations. One of the primary advantages of digital supply chains is their ability to enhance agility and responsiveness. Utilizing real-time data and predictive analytics allows businesses to swiftly adapt to changing market conditions, customer demands, and potential disruptions. This agility is crucial in today's fast-paced business environment, where the ability to respond quickly to unforeseen events can significantly impact maintaining customer satisfaction and competitive advantage. This improved collaboration enhances coordination, reduces lead times, and minimizes errors, resulting in a more efficient and streamlined supply chain. The project includes case studies of companies that have successfully implemented digital technologies into their supply chains, demonstrating how businesses have achieved improved performance, cost savings, and increased customer satisfaction through the adoption of digital supply chain solutions. However, transitioning to a digital supply chain is not without its challenges. Businesses must invest in the necessary technology infrastructure, upskill their workforce, and address data security concerns. Change management and organizational culture also play critical roles in ensuring a smooth transition. This project underscores the imperative for businesses to embrace digital transformation in their supply chains. The benefits of enhanced transparency, agility, and collaboration outweigh the challenges, positioning companies to thrive in the modern market landscape.Item Operations at KFC(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Osama Gulzar; FA22-RBA-003; Mr. Nayyar Butt; LHR TP 9441This project examines the operational strategies employed by Kentucky Fried Chicken (KFC) to optimize performance and customer satisfaction, with a focus on their layout and process design. Through an in-depth interview with the KFC Johar Town branch manager in Pakistan, we gained valuable insights into the company's approach to operations management. I chose KFC as our case study due to their global prominence, ease of data accessibility, and well-documented strategic approaches. By analyzing the branch manager's insights, we discovered that KFC prioritizes quality and speed, which are critical for their competitive edge in the fast-food industry. As part of my project, I conducted visits to various facilities, including restaurants and cafés, to compare their operations based on the 4Vs framework: Volume, Variety, Variation, and Visibility. KFC manages high volume through digital technologies like smartphone ordering and self- service kiosks. They offer a diverse menu to cater to different tastes and adapt to demand fluctuations with flexible staffing and promotions. Additionally, they ensure high visibility through open kitchen designs. To measure KFC’s performance objectives, I assessed Quality, Speed, Dependability, Flexibility and Cost. Lastly, evaluated whether KFC’s layout and processes meet operational demands. The strategic layout enhances operational efficiency, advanced process technology supports high-volume and quality service. The branch manager also highlighted KFC's adaptability, citing their response to a significant sales decline during the Gaza-Israel conflict as an example of their ability to adjust and improve. We identified potential strategies for future improvement, including adaptable staffing designs, functional workforce zones, and cultural orientation education. KFC's success comes from its operations management, which ensures consistency across locations and cultures. This involves coordinating resources to produce high- quality goods and services that meet customer needs. KFC uses the 4Vs framework (Volume, Variety, Variation, and Visibility) to improve operations. They thrive in volume through digital technologies, offer variety to satisfy different tastes, adjust to changing customer tastes, and prioritize transparency. Speed and quality are crucial for KFC's success in a competitive market. By innovating and marketing smartly, KFC maintains excellent operations and customer loyalty, highlighting the importance of good operations management for long-term success.