mission is to benefit society" — Asif Hassan
By FARAZ SIDDIQUI
Sep 11 - 17, 2000
Dr Asif Hassan, having a honour of youngest Ph. D
on record, recently working as an Associate Professor at Asian
Management Institute (AMI). He has completed his Doctorate in Business
Administration(Marketing) and MBA in Marketing from USA. He is also a
co-author of book in marketing titled "Instant Marketing".
He delivered many training courses on Marketing and Sales Management.
In a very young age, he has a valuable experience of working at
different prestigious organizations. His education, experience and
creative approach helped him in his job. During his interview, he has
given whole credit to the selfless dedication, efforts and motivation
of his parents for whatever he is today. Following are the excerpts of
PAGE: What are your present activities?
Asif: These days I am working at AMI as an
Associate Professor and teaching marketing and consumer behaviour.
Although teaching is my priority but besides this I am working for the
development of The Association of Marketing and Management
Professionals (AMMP), which is aiming at providing platform for
marketing professionals in Pakistan. I am also managing a consultancy
firm which provides research, training and development services to the
PAGE: Despite having Ph.D in marketing and
consumer behaviour, you are teaching principles of marketing at AMI,
Asif: I think if we provide sound and
concrete base to the building then rest of the things becomes easy and
reliable. Similarly I believe that strong base is the only way to
ensure the quality education, that is why I am teaching Principles of
marketing at AMI in order to provide strong base to the students for
higher education in marketing.
PAGE: What prospects we have regarding
marketing activities in Pakistan as compared to rest of the world?
Asif: I am not satisfied with the pace of
marketing activities in our country. Unlike MNCs and big organizations
most of local organizations are still stick to the outdated concept of
selling the product. In countries like America, marketing is an
engineered activity for the development and enhancement of companies'
products, services and image. Contrary in Pakistan majority of
companies do not realize the significance of this most important
activity in business.
By applying marketing and analyses of consumer
behaviour we can change the whole scenario of business paradigm in
Pakistan. For the same purpose, our firm New Horizon was established
with the core objective to provide solution to business problems and
to grow as a diversified company by attaining total customer
satisfaction. This organization is definitely contributing a lot with
its diversified working areas like training and development, marketing
research, business consultancy etc.
PAGE: Being an educationist, how do you feel
the standard of education in Pakistan?
Asif: What standard you are talking about
when I and my mother have studied from the same book. Standard of
education in Pakistan is pathetically low specially for higher
education we don't have many options. Right from very beginning, our
student is bound to make "Ratta" rather than creative
approach. So it is highly recommended that enhancement in education
setup is essential otherwise no hope seems likely to survive. I really
admire the education policy brought in by Federal Minister of
Education Zubaida Jalal as there was no policy since 1979.
PAGE: It is a general perception that
Private Institutes are born with the core objective of money making,
what do you think?
Asif: I partially agree with you majority of
them are practicing the same approach but there are number of other
institutes which are producing a high quality output. Although they
are very expensive but I will once again say that education in
Pakistan is still comparatively cheaper than the rest of the world.
They have a justification for high charges because they are giving
better output and high rewards to their faculty members.
PAGE: Why did you decide to join AMI?
Asif: The liberty they provided me to
perform my job was the main reason to join AMI, I am free to perform
the job with my own way and convenience. I am not bound here to follow
the restricted schedule, this helped me not only to give better
education to my students but I can also manage my other creative
responsibilities like New Horizon and AMMP too.
PAGE: Being the youngest Ph.D, what are your
Asif: Foremost being the faculty member at
AMI is my biggest responsibility but in future development of New
Horizons and AMMP are also in the top priorities of mine. I have
completed my books on diferrent topics of marketing and consumer
behaviour which are almost ready to publish. And first of all being
the member of society I will continue to play my role to benefit the
PAGE: Any message to the readers.
Asif: I will just say that each and every
second is a precious gift of Allah, time which has passed can never be
back. So it is our duty to absorb the time honestly and earnestly as
being creative to the society.