Dr. Syed Muhammad Fahim completed his PhD (Marketing) from the University of Malaysia, Sarawak. He is currently working as Associate Professor in the Department of Marketing, College of Business Management. He is associated with IoBM, sine May 2018 and has been in university teaching since 2012. His research interests include data analysis, branding and services marketing. With more than 30 research papers at his credit. He has developed specialized skills in partial least square Structural Equation Modeling (SEM) and obtained customized training abroad. He has conducted training at different national and international universities, including the University of Kuala Lumpur (UniKL); the University of Malaysia, Sarawak; Dow University of Health Sciences, Karachi; Mehran University of Engineering and Technology, Jamshoro; Jinnah University for Women, Karachi; PAF-KIET, Karachi, and Sindh Madarsatul Islam University, Karachi. His forte is partial least squares structural equation modeling via Smart PLS. He is consistently involved in attending and conducting workshops on PLS-SEM via Smart PLs at various national and international forums.