Uroosa Umair

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Faculty Member
Uroosa Umair

Senior Lecturer

Master of Science in Media Science (Advertising Specialization), IQRA UNIVERSITY
Bachelor of Arts in Fashion Design, AIFD

About

Uroosa Umair is a Senior Lecturer at Iqra University with over 17 years of teaching experience. As a proud alumna of AIFD, holding a Bachelor's degree in Fashion Design, and Iqra University, where she earned her Master’s degree in Media Science specializing in Advertising, Uroosa brings a unique blend of expertise to the classroom. Her seamless transition from fashion design to media science has profoundly enriched the academic environment with her deep knowledge and passion for both fields. In her role, Uroosa artfully combines creative arts with critical media studies, fostering a dynamic learning environment where traditional and modern concepts of art, design, and media are thoughtfully intertwined. Her teaching methodology is characterized by interactive projects, case studies, and collaborative learning initiatives that encourage students to explore the aesthetic dimensions of media and advertising. Uroosa frequently incorporates symbols like flowers and abstract art into her curriculum, enhancing visual communication and cultural expression in her classes. This approach not only reflects her interest in how these elements impact advertising but also their influence on broader societal trends.

Beyond her classroom responsibilities, Uroosa is passionate about curriculum development. She integrates the latest digital technologies and insights into consumer behavior to keep her courses fresh and relevant. Her leadership has led to the introduction of new courses that merge technology, art, design, and media with contemporary market trends, keeping the curriculum innovative and practical. Uroosa's commitment to education and her skill in blending diverse disciplines make her a key asset to Iqra University and a source of inspiration for her students.

Area of Expertise

Uroosa Umair’s research interests are deeply rooted in the intersection of visual art and media communication, with a specific focus on the symbolic and psychological impacts of floral imagery and abstract art in advertising and art direction. She aims to explore how flowers and abstract forms, as potent symbols of cultural and personal significance, can be utilized to enhance narrative and emotional depth in media campaigns and visual storytelling. Her upcoming PhD research will delve into the effectiveness of floral motifs and abstract elements in shaping consumer perceptions and emotional responses, assessing their role in the aesthetics of advertising and the broader landscape of visual communication. This investigation seeks to uncover the transformative potential of these natural and artistic elements to influence viewer engagement and message retention in diverse media formats, contributing to a richer understanding of how such elements can dictate art direction and media strategies.

Dr. Muhammad Shahnawaz Adil

Dr. Muhammad Shahnawaz Adil is an Associate Professor of Leadership and Strategic Management at Iqra University, Karachi. He holds more than 17 years of full-time university teaching, research, mentorship, and graduate thesis supervision experience. Additionally, he has been serving as the Cluster Head (Management) since January 2020 at the Main Campus. He is currently a member of the advisory and review boards of 18 national and international scholarly journals.

He has presented various research ideas at international conferences abroad and has published over 25 research papers in national and international journals with 700+ Google citations. He has also authored a monograph on Leadership and Strategy published in Germany. He is an HEC-approved PhD supervisor and five Ph.D. candidates are going to complete their doctoral thesis under his sole supervision. In addition to supervising several industrial projects, 32 MPhil and hundreds of MBA students have successfully passed their research thesis in the Management discipline under his sole supervision. His research interests include the dark side of leadership, workplace mistreatment, multilevel modeling, and creative performance in higher education. He completed a ten-day comprehensive Training of Trainers conducted by Sindh HEC in May 2023.

Dr. Shahnawaz earned his Ph.D. degree in Management from an AACSB and AMBA-accredited business school of Malaysia in 2021. Earlier, he received his MPhil from Iqra University, a ‘triple-crown’ (AACSB, AMBA, and EQUIS-accredited) MBA from Newcastle University (UK), Postgraduate Diploma from Stratford College London (UK), and B.Sc. (Honours) with Distinction from London Metropolitan University, UK. He has secured seven consecutive distinctions in his academic career and has clinched First Class First Position at Sindh Board of Technical Education. He has been associated with Iqra University as a permanent faculty member in the Department of Business Administration since August 2008. His main hobbies include horse-riding, playing scrabble, cooking, bird-farming, and long driving.