Mobin is an Assistant Professor in the Department of Marketing at UMT’s School of Business and Economics. He teaches seven courses a year, and provides industry training on various managerial skills and competencies. His responsibilities also include creating industry-academia linkages to provide consultancy to business firms. He is currently pursuing a Ph.D at UMT, and holds an MPhil in Management at UMT, an MBA from Lahore University of Management Sciences and a BE (bachelor’s) in mechanical engineering from Peshawar Engineering University.
Mobin’s research interests center on co-creation and marketing capability. Co-creation, based on the Services Dominant Logic, argues that value is created not by an organization during production but by the consumer during the process of consumption. Interaction, as opposed to exchange, is one of the most important elements of co-creation. Mobin is writing articles on consumer attitude formation and the role of emotions in making purchasing decisions with a goal to identify marketing capabilities to co-create value. He also is studying the role of co-creation – the interaction between students and faculty – in academia.
- Mobin’s Mason faculty partner is Dr. Gautham Vadakkepatt, Assistant Professor of Marketing, GMU School of Business
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