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Pakistan Navy Engineering College (PNEC)
Dr Aasim Munir Dad
Assistant Professor
Department of Engineering Sciences

National University of Sciences and Technology (NUST)
Habib Ibrahim Rehmatulla Road, Karachi
Tel : +92-21-48503043

Digital Innovation, Digital Transformation, MIS, Technology Management, Augmented Reality, Digital Marketing, NeuroMarketing

PhD Digital Management, University of GLoucestershire, United Kingdom

Dr Aasim Munir Dad got 12 years of market experience and most of it focused on Innovation Management, Digitization, Digital Transformation Management and Digital Marketing. His practical experience and academic background provides a useful link between Digital Innovation Management, Managing Information Systems and Digital Transformation of organizations. He has worked with different educational institutes in UK and Pakistan such as University of Sunderland, University of Gloucestershire, FAST School of Management at NU-FAST, Mirpur University of Science and Technology (MUST), SZABIST, and Bahria University.

His research interest focuses on the investigation of cause and effect relationship in different fields of Digital Businesses, primarily users behaviour in 3D virtual realities and neuromarketing. I am particularly interested in different ways of data collection in future studies such as using Galvanic-Skin Response (GSR) meters and neurosciences tools for instance functional magnetic resonance imaging FMRI. He is HEC approved supervisor as well.


        PhD Technology Management: University of Gloucestershire, United Kingdom, 2016

        MSc Marketing & Business Management: University of Bedfordshire, United Kingdom, 2011

        BSc (HONS) Business Administration: COMSATS Institute of Information Technology, Pakistan, 2009

        Post Graduate Certificate in Research Methods: University of Gloucestershire, United Kingdom, 2013


Member of Neuromarketing Science and Business Association (NMSBA)

Research Interest

 Technology Management

  Innovation Management

  Digital Businesses

  Digital Transformation

  Digital Marketing


  Business Ethics in Digital Era

  Virtual & Augmented Realities

Journal Publications

 Dad, A.M., Kear, A., Rehman, AA. & Davies B. (2018). The Effect of Music on Shoppers' Shopping Behaviour in Virtual Reality Retail Stores: Mediation Analysis. International Journal of Advanced Computer Science and Applications (IJACSA).

 Rehman, A.A., Benamroui, A. & Dad. A.M. (2018). A comparative study of Islamic and conventional banks’ risk management practices: empirical evidence from Pakistan. Journal of Banking Regulations, pp. 1-14

 Dad, A.M., Davies, B.J., & Rehman, A.A. (2016). 3D Servicescape Model: Atmospheric Qualities of Virtual Reality Retailing. International Journal of Advanced Computer Science and Applications. 7 (2), 2016

 Dad, A.M., Davies, B.J., & Kear, A. (2016). 3D Virtual Worlds: Business and Learning Opportunities. International Journal of Advanced Computer Science and Applications, 7 (1), 2016.

•  Iqbal, Z., & Dad, A.M. (2013). OUTSOURCING: A Review of Trend, Winners & Losers and Future Directions. International Journal of Business and Social Science, 4 (8), 91-107, [Special Issue – July 2013]

•  Dad, A.M. (2012). Interactive Communication Channels and Their Appropriateness for the FMCG Business. International Journal of Management and Business Research, 2 (3), 253-269.

  Sajjad, S.A., Shafi, H., & Dad. A.M. (2012). Impact of Culture on Entrepreneur Intention. Information Management and Business Review, 4 (1), 30-34.

Courses taught:

  Creative Businesses (UG)

  MIS (UG)

  Digital Marketing(PG)

  Advanced Research Methodology(PG)