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Institute of Business Administration Karachi
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Leadership & Ideas for Tomorrow
Leadership & Ideas for Tomorrow

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Guest Speaker Session on Neuro-Marketing for MBA Students

March 30, 2018: Mr. Humza Mehfooz Trade and Visibility Manager at Unilever Pakistan conducted a guest speaker session for MBA students at the Institute of Business Administration (IBA), Karachi on Friday. During his session Mr. Mehfooz talked about his current work at Unilever and how he believes it can revolutionize the concept of marketing.

Neuromarketing is a relatively new branch of marketing which uses neuropsychological techniques in order to understand consumer behavior and design effective marketing strategies. While this branch of study is still in its early stages Mr. Mehfooz sees its immense potential and the very real impact it can make on the way we approach brand activation and category management.

The fundamental ideas behind neuromarketing, addressed Mr. Mehfooz, revolve around the three reactions created in the human brain in reaction to stimuli: the first is an instinctive reaction; the second is an emotional reaction; and the third is a rational reaction. Mr. Mehfooz debated with the students how every decision they make is made using all three reactions, hence no decision is entirely rational. Every choice we make has an instinctive and an emotional component.

In order to study shopping patterns and how consumers react to various advertisements, pupil scanning techniques as well as EEGs are used. These are used to quantify, for example, the amount of time that a person’s eyes will stay on a particular graphic in a poster, and why he or she would completely ignore other aspects of the same poster.

Humans are incapable of fully processing all the information they receive and so always see the world myopically. The marketer’s job is to identify the areas where human attention is usually directed and create influential stimuli in those areas.

An example that Mr. Mehfooz gave was of a poster with a baby’s picture on it. If the baby is facing the front, viewers will only look at the baby and completely ignore the product and text beside it. However, if the baby is facing the text, the human eye will automatically move from the baby to the text. This small change in graphics can turn an unsuccessful campaign into a successful one.

In the world of rapid development where consumers are changing their habits and way of living every day, the session provided thorough insights on recent trends and the technological advancements that make behavioral study possible. The students not only delved deeper on how the market dynamics are changing but also got awareness regarding the tools available that make studying human beings possible. Mr. Humza, the only neuro-marketer in Pakistan, has some brilliant insights up his sleeve and is all set to be a game changer in the retailing industry of Pakistan.
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13/04/2018
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IBA-CICT Participation as Exclusive Academic Strategic Partner in 6th Pakistan CIO Summit & 4th IT Showcase Pakistan 2018

April 3rd, 2018: Governor Sindh, Mr. Muhammad Zubair inaugurated the 6th Pakistan CIO Summit & 4th IT Showcase Pakistan 2018 with Dr. Farrukh Iqbal, Dean & Director, IBA Karachi, Mr. Imran Batada, Director ICT & CICT, IBA Karachi and other dignitaries from the ICT sector in attendance. Solutions Inc in partnership with the Institute of Business Administration (IBA) Karachi organized the event. The theme of the summit was 'CIOs and the Challenges of Disruptive Technologies'.

While addressing the inaugural ceremony, Governor Sindh acknowledged the organizers for their meaningful contribution towards policy formulation and announced the launch of 3 diplomas offered by IBA-CICT on the subjects of Information Security, IS Audit and Big Data Analytics. “All these 3 subjects are complementing IBA’s tradition to offer new subjects and courses in the rapidly changing field of Information Technology.”

A brief session on Cryptocurrency and Blockchain was organized by Centre for Information & Communication Technology, IBA Karachi where Industry leaders and enterprising investors discussed the future of Pakistan’s financial Sector, innovative possibilities of blockchain, disruptive technologies and the transformative impact of cryptocurrencies on the financial landscape.

Mr. Imran Batada, Director ICT & CICT, IBA Karachi and a keynote speaker at the summit explained that the IBA’s participation as Exclusive “Academic Strategic Partner” will provide a focus on the power of transformative technologies and how CIOs should re-shape the landscape of finance and investment to capitalize on a new era of wealth creation. A session on Cryptocurrency and Blockchain is a part of the IBA Karachi’s commitment to work for a better future and generating human resources in block chain technology.

Mr. Batada gave guidelines and highlighted major points to be considered by the universities specifically for the millennial students. He also shared best practices to be implemented in the universities and explained how to overcome challenges that universities are currently facing.

The summit was attended by more than 300 delegates including CIOs, IT Heads, C-Level Executives, IT Managers, Industry Experts, Decision Makers, Policy Makers and Academia. 16 companies from Pakistan plus UAE, Saudi Arabia, USA, China and Switzerland participated in 4th IT Showcase Pakistan and presented their products and services to the attending delegates.
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09/04/2018
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MBA Executive Summer 2018 – Final Result - Test was held on March 25, 2018
http://iba.edu.pk/results2018/Final_Result_MBA_EXECUTIVE_1812.pdf
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Media Coverage
Mar 30, 2018: Distinguished Lecture Series by Dr. Ishrat Husain

English Media

The News:
https://www.thenews.com.pk/print/298694-pakistan-has-falling-ratios-of-all-indicators-of-governance-dr-ishrat
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Dawn:
https://www.dawn.com/news/1398537/strengthen-your-politics-institutions-so-nobody-can-threaten-them
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Pakistan Observer:
https://pakobserver.net/iba-holds-governing-the-ungovernable-lecture/
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Pakistan Gulf & Economist:
http://www.pakistaneconomist.com/2018/04/02/press-releases-14-18/
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Udu Media

Nawai Waqt:
https://www.nawaiwaqt.com.pk/E-Paper/karachi/2018-03-31/page-5\
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Sindhi Media

Daily Sobh:
http://www.iba.edu.pk/News/DailySOBH31stMarch.pdf
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IBA Distinguished Lecture Series by Dr. Ishrat Husain

March 30, 2018: Institute of Business Administration Karachi organized a distinguished lecture by Dr. Ishrat Husain, Former Dean and Professor Emeritus, IBA Karachi on "Governing the Ungovernable" at the IBA City Campus, Karachi. The session was moderated by Dr. Farrukh Iqbal, Dean and Director, IBA Karachi and attended by luminaries from all walks of life, alumni, faculty and students of the IBA.

The lecture was aimed at examining the reasons behind the volatile and inequitable growth of Pakistan during the last twenty-five years and how Institutional Reforms can bring about democratic governance as captured in the recently published book by Dr. Ishrat Husain.

Dr. Farrukh Iqbal introduced the book to the audience by explaining why the best person to author this book is Dr. Ishrat since having worked in civil service, World Bank and State Bank of Pakistan has provided him the comparative international perspective. He mentioned that the book points out merit, accountability and sustainability as indicators for bringing in institutional reforms.

Dr. Ishrat elaborated that his claim of failed governance during the last 25 years is supported by empirical evidence gathered during his fellowship at Woodrow Wilson Institute. He stated that the evidence suggests that Pakistan has declining ratios of all indicators in terms of governance whereas an upward trend is observed in India and Bangladesh which were lagging behind Pakistan before the 90’s.

Former Governor State Bank of Pakistan highlighted 25 institutions where selective intervention and incrementalism can put Pakistan on the right track. On being enquired if the country could perform well if divided into 12 provinces, Dr. Ishrat said that the answer to better governance can come from complete implementation of the 18th Amendment and devolution of powers to districts and union councils.

When questioned if military government is the panacea, he elucidated that military gained power due to a vacuum created by a weak civil service. A continuity in democratic governments with sustained efforts in bringing merit into civil service can lead to better governance.

He mentioned that he is a firm believer in demarcation of powers amongst judiciary, executive and the parliament and if parliamentary committee on oversight starts playing active role than there would not be a need for active judicial measures. He stated that Pakistan has done well economically during 2013-2017 and the Western route of CPEC will open doors for progress.

Dr. Farrukh Iqbal adorned Dr. Ishrat with a Ijrak and presented him with a shield. The session concluded with a book signing ceremony.
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02/04/2018
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MBA Executive Summer 2018 - Test Result - Test was held on March 25, 2018
http://www.iba.edu.pk/results2018/MBAExecutiveSummer2018-TestResult-TestwasheldonMarch252018.pdf
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BS (Computer Science / Economics & Mathematics) Fall 2018- Round 1- Final Result - Test was held on March 11, 2018
http://www.iba.edu.pk/results2018/Final_Result-BSCS-EM_Fall_2018_R1_March112018.pdf
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Artificial Intelligence's Current Ability, Future Prospects - Dr. Sajjad Haider's Interview in DAWN
https://epaper.dawn.com/DetailImage.php?StoryImage=24_03_2018_117_005
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