Skip Ribbon Commands
Skip to main content
Ms. Ameena Zafar
Assistant Professor
International Business & Marketing

NBS
National University of Sciences and Technology (NUST)
NUST Business School, H-12 Sector, Islamabad
Tel : +92-51-90853120

Specialization
Business Communication, Communication Skills, Verbal Communication, Business & Technical Report Writing, Functional English and English Literature.

Education
Pursuing PhD in Linguistics (Focus: Languages in Marketing) University Technology Malaysia. MPhil English Linguistics. Focus: Business Communication. IIUI, Islamabad. Master’s in English Language &Literature,Federal Govt. College,F-7/2,Islamabad, Pakistan

She is presently working as an Assistant Professor, Corporate Consultant and a permanent faculty member at National University of Sciences and Technology Islamabad. She has been teaching English language and Literature for the last twenty-eight years, out of which she has an experience of teaching in the higher education sector for the last 16 years. Presently, she is the Patron of NUST Debating Society, Student Advisor, a member of the Student Development Committee UCRC, NBEAC NBS, NIMUN18 organizing Committee, Campus to Corporate team, and the writer/editor for speeches and events at NBS, NUST. She has eighteen international Journal  publications, out of which seven are indexed publications, and twenty-five International Conferences papers in her portfolio.

She was previously the MBAR Program Manager, Chairperson for the English Curriculum Review Committee, OBE Program Developer for MS and BS Social Sciences, the department member for the Exam Design Committee and the patron of ‘The Crescendo Club’ at Capital University of Sciences and Technology. She served as the chairperson of the ‘Communication Cluster’, Convener of English Curriculum Design Committee, and a senior member of the Consultancy Division. She also performed the duties of the BBA Program Manager, the Coordinator for External Affairs and the Co-editor of the University newsletter for three years each. She also contributed regularly as a content developer for the admission test database at NTS and CUST. She has been creating corporate linkages for CUST by initiating and supervising undergraduate & graduate corporate trainings and projects, since 2004.​​

 

She has twenty-five double blind peer-reviewed research papers in her portfolio. She has eighteen international Journal publications in related fields, and has represented the university at twenty-five International Conferences. She has also been invited to referee International publications, and works as an Associate Editor for several International Journals.

Publications: International & National

  1. Zafar. A. (2017). Are we okay with obscenity in language and content in media? European Journals of Social & Behavioral Sciences. Indexed Science Direct, Scopus, Thomson Reuters Citation Index.

  2. Zafar. A. (2017). Globalization Not Ethnicity: The Basis of Language Identity and Change. European Journals of Social & Behavioral Sciences. Indexed Science Direct, Scopus, Thomson Reuters Citation Index.

  3. Zafar. A. (2016). Language Effectiveness in print media advertisements of Multinational Fast Food chains. European Journals of Social & Behavioral Sciences. EJBSeISSN: 2301-2218. Indexed Science Direct, Scopus, Thomson Reuters Citation Index.

  4.  Zafar. A. (2016) Error Analysis: A tool to improve English skills of undergraduate business students. Elsevier. Procedia Social and Behavioral Sciences Journal. Volume 217, 697-705. Indexed Science Direct, Scopus, Thomson Reuters Citation Index.

  5. Zafar. A. (2012) Importance Of English Language Training for Mid-Career Professionals in The Corporate Sector in Pakistan.4th International Conference on Education and New Learning Technologies. EDULEARN12 Proceedings ISBN 978-84-695-3491-5. Indexed ISI CPCI Web of Science.

  6.  Zafar. A., Safdar. H., Ahmed. S., Rehman. S., Banaras. S., Mehreen. S., Khan., K. (2012). English Language Usage by Pakistan Based Fashion Design Businesses Operating Through Virtual Social Networks: The Consumers’ Perspective.4th International Conference on Education and New Learning Technologies.EDULEARN12 Proceedings, ISBN 978-84-695-3491-5. Indexed ISI CPCI Web of Science.

  7. Zafar. A.(2011). Using Effective Reading Skills as an Instrument to Upgrade the English Vocabulary of University Students: A Pakistani Case Study.3rd Annual International Conference on Education and New Learning Technologies EDULEARN11 Proceedings ISBN 978-84-615-0441-1. Indexed ISI CPCI Web of Science.

  8. Zafar. A. (2017). The benefits of teaching English language through literature to business students. International Journal on Language, Literature & Society. Pakistan Academy of Letters

  9. Zafar. A., Bergami., R.,Aulino. B. (2013).The Influence of Cyber Language on Adolescents Learning English as a Second Language: Voices from Italy and Pakistan, The International Journal of Learning 2013. Vol. 18, Issue 12, pp. 108-120. ISSN 1447-9494

  10. Zafar. A. (2013). Testing and Evaluation as a Source of Curriculum Development in Higher Education. 6th International Conference of Education, Research and Innovation. ICERI2013 proceedings. p2980-2988. ISBN 978-84-616-3847-5. ISSN: 2340-1095

  11. Zafar. A., Rasool. T., Hamid. F.,Mumtaz. N., Fida. S., Ullah. A. (2013). The Factors Affecting Organizational Commitment and its influence on Employees’ Performance in the banking sector of Pakistan. 6th International Conference of Education, Research and Innovation.ICERI2013 proceedings.p3229-3236.ISBN 978-84-616-3847-5. ISSN: 2340-1095

  12. Zafar. A., Bergami. R., Schuller. A. (2012).Academic Industry Placement as a Form of Professional Development: Perceptions from Pakistan. The International Journal of Interdisciplinary Educational Studies, Volume 7,Issue 2, pp.87-103.

  13. Zafar. A.,Bergami., R., Aulino. M. (2011)The influence of English as a Second Language in social on-line adolescent communication: A Pakistani Scoping Study. Pan-Pacific Conference Xxviii Proceedings ISBN: 1-931649-27-1

  14. Zafar. A., Ahmed. K., Jadoon. S. S., Shifa. M., Faiz. B. Shehzad. A., Ibrar. M., Rizwanulhaq. S. Bashir. H. (2011). Academic Choices in Undergraduate Programs and Vocational Success: The Pakistani Perspective. International Technology, Education and Development ConferenceINTED2011 Proceedings ISBN: 978-84-614-7423-3 / ISSN:2340-1079.

  15. Zafar. A., Bergami. R., Aulino. B. (2011.)Online Vocabulary of Pakistani Adolescents Studying English as a Second Language: An Exploratory Study. The Scientific Journal for Economics, Management and Trade. ISBN 978-80-7259-071-1

  16. Zafar. A. (2010). English Language Curriculum Design for the Underprivileged University Students: An Evaluation of the Objectives and the End Results. The International Journal of Learning, Volume 17, Issue 11, pp.241-260.

  17. Zafar. A., (2008).Customized English Language Teaching For Business Students: The Pakistani Perspective Part II’. The International Journal of Learning. Volume 15, Issue 3, pp.99-108

  18. Zafar. A.(2006).Traditional and Modern Approaches in ESL Teaching at Different Levels in Pakistan, The International Journal of Learning. Volume 13, Issue 7, pp.61-66

Conferences: International & National

  1. Zafar. A. Are we okay with obscenity in language and content in media? 8th ICEEPSY. The International Conference on Education and Educational Psychology 2017. Porto, Portugal

  2. Zafar. A. Globalization Not Ethnicity: The basis of language identity and change. The International Conference on Education and Educational Psychology 2017. Porto, Portugal

  3. Zafar. A. It is Time to Embrace English as a Pakistani Language. Conference on Policy Dialogue on Language. 2017. Higher Education Commission of Pakistan in collaboration with Air University Islamabad, Pakistan.

  4. Zafar. A. Language Effectiveness in print media advertisements of Multi-national Fast Food chains.7th ICEEPSY. The International Conference on Education and Educational Psychology 2016, Rhodes, Greece

  5. Zafar. A. The benefits of teaching English language through literature to business students. International Conference on Language, Literature & Society2016. Pakistan Academy of Letters. Islamabad, Pakistan.

  6. Zafar. A., Hassan. K., Durrani. S., Hassan. K., Zahid. Z., Munawar. R., Tariq. H. Deities, history, myths, and ancient relics: An exploratory study on major Faith Groups. The 4thInternational Conference on Emerging Trends in Management (Social Science Track)ICETM2015,Islamabad, Pakistan.

  7. Zafar. A. Error Analysis: A tool to improve English skills of undergraduate business students. 6th ICEEPSY. The International Conference on Education and Educational Psychology 2015. Istanbul, Turkey

  8. Zafar. A. Incorporating Industry Feedback into Curriculum Design: Perspectives From Spain& Pakistan. The 29th Annual International Conference 2013,SPELT. Islamabad, Pakistan.

  9. Zafar. A. Testing and Evaluation as a Source of Curriculum Development in Higher Education. 6th International Conference of Education, Research and Innovation.ICERI2013.Seville, Spain.

  10. Zafar. A., Rasool. T., Hamid. F., Mumtaz. N., Fida. S., Ullah. A. The Factors Affecting Organizational Commitment and its influence on Employees’ Performance in the banking sector of Pakistan.6th International Conference of Education, Research and Innovation.ICERI2013.Seville, Spain.

  11. Zafar. A. Language Teachers as Learners: A Shift From Academia to Industry. The 28th SPELT Annual International Conference 2012, Society of Pakistan English Language Teachers. Islamabad, Pakistan.

  12. Zafar. A., Bota. A. English Language Trainings in the Commercial Sector: Perspectives FromPortugal & Pakistan.2012 European International Business & Economics Conference.Rome, Italy 2012.

  13. Zafar. A., Bergami. R., Schuller. A.Academic Industry Placement as a Form of Professional Development: Perceptions from Pakistan. 7th International Conference on Interdisciplinary Educational Studies.2012, Spain.

  14. Zafar. A.ELT Enhancers in a Functional English Class: The Students’ Perspective. 27th Annual International Conference. SPELT, 2011, Islamabad, Pakistan.

  15. Zafar. A.Using Effective Reading Skills As An Instrument To Upgrade The English Vocabulary Of University Students: A Pakistani Case Study.3rd annual International Conference on Education and New Learning Technologies EDULEARN11.2011, Barcelona, Spain.

  16. Zafar. A., Bergami. R., Aulino. M. The Influence of Cyber Language on Adolescents Learning English as a Second Language: Voices from Italy and Pakistan. 18th International Conference on Learning. Mauritius, 2011.

  17. Zafar. A., Bergami. R., Aulino. M.The Influence Of English As A Second Language In Social On-Line Adolescent Communication: A Pakistani Scoping Study’. Pan-Pacific Conference Xxviii.Daejon, 2011, Korea.

  18. Zafar. A., Ahmed. K., Jadoon. S. S., Shifa. M., Faiz. B. Shehzad. A., Ibrar. M., Rizwanulhaq. S. Bashir. H. Academic Choices in Undergraduate Programs and Vocational Success: The Pakistani Perspective. International Technology, Education and Development Conference. INTED 2011.Valencia, Spain.

  19. Zafar. A., Bergami., Aulino. M. Online Vocabulary of Pakistani Adolescents Studying English as a Second Language: An Exploratory Study. The 1st International Conference on Trade, Education and Marketing. CITEM 2010.Ceske Budejovice, Czech Republic.2010.

  20. Zafar. A. Communicative Teaching: The Model Sequence of Teaching Components in a Language Class.The26th Annual International Conference, Society of ​Pakistan English Language Teachers SPELT, 2010, Islamabad, Pakistan.

  21. Zafar. A. English Language Curriculum Design for the Underprivileged University Students: An Evaluation of the Objectives and the End Results. The 17th International Conference on Learning 2010. Hong Kong Institute of Education. Hong Kong. 2010.

  22. Zafar. A. Customized English Language Teaching For Business Students: The Pakistani Perspective Part II. The 15th International Conference on Learning 2008, Chicago, Illinois. US.

  23. Zafar. A. Traditional and Modern Approaches in ESL Teaching in Pakistan.13th International Conference on Learning 2006, Jamaica.

  24. Zafar. A. Customized English Language Teaching For Business Students: The Pakistani Perspective Part I. The 23rd Annual International Conference. Society of Pakistan English Language Teachers, SPELT 2006, Islamabad, Pakistan.​

  25. Zafar. A. American English: Adaptability for ESL Students in Pakistan. The 22nd Annual International Conference Society of Pakistan English Language Teachers. SPELT 2005. Islamabad, Pakistan.​

 
  • Assistant Professor, Instructor and Trainer. NUST Business School, National University of Sciences and Technology Islamabad 2017.​
  • Paton NUST Debating Society (NDS) 2018 onwards, NUST
  • Member Student Development Committee, UCRC, 2017 onwards, NUST
  • Member NIMUN18 organizing Committee, 2018, NBS, NUST
  • Student Advisor, 2K16 & 2k17 students, 2017 onwards NBS, NUST
  • Writer/editor for speeches and events, 2017 onward, NBS, NUST
  • Member Campus to Corporate team, 2017 onwards, NBS, NUST
  • Member NBEAC Examination and Resources, NBS, NUST
  • Assistant Professor, Researcher, Instructor & Curriculum Developer: Graduate & Undergraduate Programs. Capital University of Science and Technology Islamabad Pakistan since 2002-2017.
  • Program Manager: MBA Regular Program 2017, CUST
  • Member Program Design Committee for BS & MS Social Science programs 2017, CUST
  • Chairperson English Curriculum Development and Review Committee 2011-2017, CUST
  • Chairperson of the ‘Communication Cluster’ CUST, Islamabad, Pakistan since 2009-2017, CUST
  • Track chair and reviewer: CUST International Business Research Conference: CIBRC 2017.
  • Senior member of the Consultancy Division, CUST, Islamabad, Pakistan since 2006
  • Member Convocation Organizing Committee CUST 2006-2016.
  • Graduate/undergraduate admission tests Content Developer, Capital University of Science and Technology Islamabad.  , Pakistan since Fall 2011
  • Patron of ‘Crescendo’: Hunerkada & Danishkada’ (A society providing entertainment and organizing academic seminars & workshops), CUST, Islamabad, Pakistan since 2006.
  • Program Manager, Bachelors of Business Administration & Coordinator of External Affairs, CUST, Islamabad, Pakistan. 2004-2007.
  • Panel member, Credit Transfer Committee & Degree Clearance Committee, CUST, Islamabad 2004-2007.
  • Panel member, Course Planning & Curriculum Development Committee, CUST, Islamabad 2006-2008.
  • Assistant Professor, visiting faculty. Functional English I, Pre-Engineering bachelors Program, Bahria University Islamabad. Fall 2011.
  • Lecturer, English and Business Communication, Graduate Program, IQRA University, Islamabad, Pakistan. Spring/Summer 2003
  • Lecturer, Modern & Classical Drama, Modern Novel & Prose, M.A. English Program, Islamabad Model College for Girls F 7-4, Islamabad, Pakistan. Fall 2000-2002
  • Teacher, Fine Arts, Middle School Branch, Headstart School Islamabad, Pakistan.     Aug 2000-Nov.2000
  • Teacher, English Literature & Fine Arts, Grade 3, Froebels International School, Islamabad. 1997-1998.
  • Teacher, English Language & Arts, Grade 5 & O Levels, School, Beacon House School System, Faisalabad Pakistan. 1988-1992​.
  • Corporate Training Profile

  • COMM 501: Effective Communication: JAZZ Pakistan, 2018
  • Intellectual Development & Anger Management: ID & AM 101: BBA class of 2017, NBS, NUST
  • COMM 305: COMM 103 ‘Speaking Skills’, COMM 104 ‘Listening Skills’, COMM 105 ‘Reading Skills’, COMM 106‘Writing Skills I& II’: National University of Modern Languages. July 2017.
  • COMM 205: Communication Skills I’: SBOTS, National Institute of Banking & Finance. July 2017.
  • COMM 401, 402 & 403: ‘Advanced Business Communication Skills I & II’& Interview Preparation. CUST April-May 2016.
  • COMM 102: ‘Basic Speaking Skills II: EATS, National Institute of Banking & Finance. Aug 2016
  • COMM 103: Speaking Skills III’, COMM 104 ‘Listening Skills’, COMM 105 ‘Reading Skills’,
  • COMM 106‘Writing Skills I’: SBOTS, National Institute of banking & Finance. Sep 2016.
  • COMM 102: ‘Basic Speaking Skills II’. COMM 201: ‘Presentation Skills: Multimedia/Oral Presentations’ Commerce College, Punjab Group of Colleges. 2015
  • COMM 501 &502: Advanced Research Presentation Skills, Reading Skills for Literature Review, APA for Research. Mohammad Ali Jinnah University 2013, 2014
  • COMM 401 & 402: ‘Advanced Business Communication Skills I & II’. Lafarge Pakistan Cement, Islamabad Branch. May- Sep 2011.
  • COMM 102 & 103: ‘Basic Speaking Skills II’,
  • COMM & 104: ‘Intermediate Speaking & Writing Skills II’. US Ambassador’s Residence Staff. Jan-June 2011.
  • COMP 105: ‘Efficient Browsing’, US Ambassador’s Residence Staff. Dec, 2010.
  • COMP 103: ‘Microsoft Excel’, US Ambassador’s Residence Staff. Nov, 2010.
  • COMP 101, 102: ‘Microsoft Word II’, US Ambassador’s Residence Staff. Oct, 2010.
  • COMP 100: ‘Computer Management’, US Ambassador’s Residence Staff. Sep, 2010.
  • COMM 101, 104:‘Basic Speaking Skills I’, ‘Intermediate Speaking & Writing Skills I’. US Ambassador’s Residence Staff. Feb-Aug, 2010.
  • COMM 101 & 103:‘Basic Speaking Skills I’, ‘Intermediate Speaking & Writing Skills I’. US Embassy Staff. June-Aug, 2009.
  • COMM 204: ‘Building a High Performance Team: Progress, Evaluation & Project Reports’: Kinds/Contents/Formats & Evaluation’. Institute of Rural Management, National Rural Support Program, Islamabad. November, 2008
  • COMM 203: ‘Skill Enhancement for Report Writing: Kinds/Contents/Formats & Evaluation’. Institute of Rural Management, NRSP, Islamabad. August, 2008
  • TOT 304: Training of Trainers (TOT): “Research & Report Writing”. Institute of Rural Management, NRSP, Islamabad. July 2008.
  • TOT 303: Training of Trainers (TOT): “How to Prepare Training Reports”. Institute of Rural Management, NRSP, Islamabad. February, 2008
  • COMM 203: ‘Report Writing: Kinds/Contents/Formats & Evaluation’. Institute of Rural Management, NRSP, Islamabad. August, 2008.
  • COMM 201: ‘Presentation Skills: Multimedia/Oral Presentations’, Institute of Rural Management, NRSP, Islamabad. August, 2007.
  • COMM 201: ‘Presentation Skills: Multimedia/Oral Presentations’, Institute of Rural Management, NRSP, Islamabad. August, 2007.
  • REC 302: ‘Effective Recruitment & Performance Appraisal Process’: CV Construction: Kinds/Contents/Formats & Evaluation: Institute of Rural Management, NRSP, Islamabad. June, July 2007.
  • REC 401: ‘Verbal communication & Grooming 101’ Management Development Institute, Habib Bank Limited. Spring Session & Summer Session 2006.
  • REC 402: ‘Interpersonal Skills102’: Management Development Institute, Habib Bank Limited. Spring Session & Summer Session 2006.​

  • Corporate Linkages via  Projects​

  • ​​​​Telenor and Zong: A Comparative study of Marketing Strategies.
  • Coca Cola & Pepsi: A Comparative study of the Future Advertising Strategies.
  • Standard Chartered Bank and Bank Alfalah: A Comparative Study of Online Services.
  • Recruitment Issues in CDA and Emaar: A Comparative Study.
  • Effects of Loose Media Ethics on the Audience of Geo News and ARY News.
  • Business Plan for setting up a Basic English Education Center for underprivileged adolescents & its Implementation at NGO SZF.
  • Women Empowerment through Adult Literacy and Grooming in Scheme 3.
  • Marketing Campaign Shahzaman Foundation: Print Media & its Implementation in the twin cities.
  • Marketing Campaign: Electronic Media training & Implementation & sponsorship Initiation.
  • Correction of Financial Statements, Audit & Future Quality Assurance Tools
  • Full Office Automation & Capacity Building SZF
  • Provision of Basic Education to School Children at Dhamial
  • Designing Promotion Tools for Marketing for SZF
  • Awareness of Civic Responsibility at Summer Camp at Quaid Public
  • Model Summer Camp at Quaid Public Model School
  • Social Mobilization Process to develop an Integrated Rural Development Program in Dhangore.​
  • Social Mobilization And Community Development For Water Supply Solutions
  • Teacher Training &School Improvement Plan For Pre-School Gharibabad, Chaklala.
  • Development of Information & Communication Material: Annual Report, Flyers & Brochures.
  • Improving HR practices in Hashoo Foundation.
  • PTCL: Advantages of Privatization versus Centralization.
  • Starting up a new NGO: Umeed Foundation.
  • Measures to improve Tourism through PTDC.
  • VSN affecting the buying behavior of Youth in the Twin cities.
  • Pester power influencing the behavior of Parents.
  • Future Marketing Strategies of Sony digital in Islamabad.
  • Comparative Study of Marketing strategies of Nokia and China Mobile.
  • Influence of Print Media in Creating Brand Loyalty.
  • Impact of Corporate Social responsibility on the Sale of Surf Excel, Unilever.
  • Effects of Advert-gaming on the Adolescents of Islamabad.
  • Factors Influencing Customers Switching Newspapers to Television Channels.
  • Effect of the Emergence of Dominos on the sales of Pizza Hut.
  • Computerization at USAWA Pharmaceuticals.
  • Cost Revenue Analysis of the Customers of Mobilink.
  • A Comparative Study of PSO and SHELL through the Top of the Mind Approach in Services.
  • CSR enhancing the Profitability in Pakistan Tobacco Company.
  • Factors Helping the Banking Sector to Flourish in the Economic Crunch.
  • PR Strategies of ZTBL IN 2011
  • Adult Education Plan through AmeerAkhtar Foundation.

  • Related International & National Experience​


  • Reviewer Routledge, Taylor and Francis Group, 2018​
  • Reviewer Sage Open, Sage Publishing, 2018
  • Associate Editor, Reviewer/Referee, The International Journal of Interdisciplinary Educational Studies 2012 Volume 7. Common Ground Publishing, Illinois USA.
  • Member International Advisory Board & Reviewer International Technology, Education and Development Conference. INTED 2012.Valencia, Spain.
  • Associate Editor, Reviewer/Referee, The 18th International Journal of Learning 2011, Issue 1 & Issue 4. Common Ground Publishing, Illinois USA.
  • Reviewer/Referee, The 1st International Conference on Trade, Education and Marketing. CITEM 2010.Ceske Budejovice, Czech Republic.
  • Associate Editor, Reviewer/Referee, The 17th International Journal of Learning 2010. Common Ground Publishing, Illinois USA.
  • Associate Editor, Reviewer/Referee, The 15th International Journal of Learning 2008. Common Grounds Publisher, Illinois USA.​
  • Reviewer/Referee, The 8th International Business Information Management Association Conference 2007, Ireland.​
  • Reviewer/Referee, The 7th International Business Information Management Association Conference 2006, Italy.
  • Associate Editor, Reviewer/Referee, The 13th International Journal of Learning 2006. Common Ground Publisher, Illinois USA.
  • Co-editor/Coordinator of the Bi-annual News Letter, Mohammad Ali Jinnah University, Islamabad, 2003-2006, Pakistan.
  • Coeditor: Al She’eb Arabic/English Weekly, English Section; Chicago, Illinois 1998-2000, USA
  • Content developer &Analyst: National Testing Service (NTS), Islamabad, Pakistan.
  • Voluntary Advisor at CUST for the USEFP Foreign Scholarships Program Islamabad, Pakistan​