Zain Rafique Lakhani

Academic

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Zain Rafique Lakhani
03155228405
1049 B Block Satellite Town Rawalpindi, Rawalpindi
LinkedIn:
Education
NUCES Fast
BBA
HR, Management, Marketing
Beaconhouse School System Margalla Campus
Accounting, Economics, Business
Beaconhouse School System Margalla Campus
Business, Accounting, Economics
Projects
Final Project:
Bazooq Business Solution (Microsoft Excel, Wordpress, SPSS)
A Comprehensive subscription based agency model that solves the problem of client and employee retention.
Semester Projects:
Bling Bijoux (Instagram, Microsoft Excel, Quickbooks)
Sold unisex accessories in the marketing gala '22 and sold through online channels.
Effects of Remote Work on Performance (SPSS, Excel, Word)
Wrote a literature review after thorough research and analysis.
Work Experience
Marketing Associate, Savvital
January 2024 - present
- Manage social media channels for a Florida Based client and design marketing collaterals.
Content Development & Designer, Movin Dubai
June 2023 - January 2024
• Produced content for client's social media platforms in multiple industries i.e. beauty, and lifestyle. • Assisted
Alberta-based clients in brand development.
Hotels
June 2019 - July
• Assisted in collecting daily data for all South East Asia Branches. • Facilitated daily journal entries in the Hotel's
Oracle-based ERP system.
Skills & Tools
Professional Skills:
Communication, Teamwork, Fast Learner, Good Listener
Technical Skills:
Design and Branding, Video Editing, ADs Management
Achievements
Designed marketing material for Melinda Gates's guest appearance at AKU Graduation.
Top Rated Seller on Upwork.
Training / Certification
Graphic Design - Digi Skills
HubSpot Inbound Marketing Certification
Young Leaders Entreprenuership Summit - LUMS
Activities
Book Reading
Gym and fitness
Interests
Branding and Design, Football, Travel
zainlakhani@outlook.com
https://pk.linkedin.com/in/zainlakhanii
Majors:
A Levels (
)
O Levels (
)
Feasibility Report – Bazooq Business Solutions
The world of the experts has changed drastically in this age of constant technology
advancement and shifting economic dynamics. Finding out if Bazooq Business Solutions,
an agency model, may effectively switch to a subscription-based model is our main goal.
In our Feasibility Report, we'll detail financial projections, drawing from prior industry
research to forecast revenue, analyze costs, and identify profit margins. Our service
overview will highlight our subscription model and service portfolio, while discussing future
sales projections and market demand. We'll outline our management structure and
financial requirements for launch and operation, along with plans for future development,
including sustainability initiatives and strategic alliances. Our methodology integrates
various analytical frameworks to ensure a comprehensive feasibility study.
Area of Study:
Marketing / Cross Cluster
Supervisor Name:
Dr. Bilal Saeed
Group Members:
Hassaan Asif  (i120 - 0051)
Muhammad Bilal (i20 - 0015)
Zain Rafique Lakhani (i20 - 1699)
Enhancing HR Effectiveness through Data-Driven Solutions: A
Consultancy Study for Best Way Cement
Our project, "Enhancing HR Effectiveness through Data-Driven Solutions" for Bestway
Cement, involves a comprehensive examination of employee turnover, encompassing
both voluntary and involuntary departures, by analyzing exit forms spanning over a year
from 2022-2023. Utilizing historical and company records, we aim to conduct statistical
analyses to derive actionable insights aimed at enhancing employee retention,
engagement, and overall HR performance. Additionally, we will administer an engagement
survey across departments to evaluate motivation, satisfaction levels, and overall
engagement. Ultimately, our project will culminate in a complete written report detailing
findings, insights, and recommendations tailored specifically for Bestway Cement.
Through the application of data-driven strategies, we aspire to empower Bestway Cement
in optimizing its HR practices to foster sustainable organizational success and growth.
Area of Study:
HR
Supervisor Name:
Dr. Muhammad Abbas
Group Members:
Nirmal Asim (20i-0023)
Ayesha Sultan (20i-1658)
Hassan Raza (20i-0069)
Creating a gender-inclusive workplace: A training manual for
HR professionals
Building upon the foundational principles established in Volumes 1 and 2, Volume 3 of the
Gender DEI Toolkit, aligned with GDEIB standards and funded by the NRPU, is the MARC
team's next evolutionary step in its unwavering commitment to fostering gender inclusivity.
As organizations seek to harness the benefits of diverse teams and foster an environment
of inclusivity, the topic of gender diversity, equity, and inclusion (DEI) takes center stage.
However, many businesses grapple with implementing effective gender DEI practices.
There's a pressing need for actionable strategies and training programs to bridge this gap.
This project includes a "Training Manual for HR Professionals" that delves into creating
workplaces attuned to gender inclusivity. Designed with the twofold purpose of instruction
and empowerment, this manual will not only aid organizations in tackling challenges tied
to gender DEI integration but will also be instrumental in fostering an environment where
every individual, irrespective of gender, is valued and has equal opportunities to flourish.
Objectives
1. To identify and develop specific trainings to help organizations overcome
challenges that arise in implementing gender DEI practices.
2. To provide practical guidance for conducting gender-inclusive training sessions.
3. To gather feedback from HR professionals on the manual's usability, content
relevance, and areas of improvement.
4. To contribute to nation-building through supporting females and reducing
organizational and individual challenges, aiming to implement effective strategies
for enhancing career success and gender equality in the workplace.
Area of Study:
HR
Supervisor Name:
Dr. Sadia Nadeem
Group Members:
Ashbeel Khan (i20 - 0057)
Mahnoor Irfan (i20 - 0061)
Meerab Sarfaraz (i20 - 1677)
The Impact of AI-Generated Marketing on Consumer
Outcomes: Exploring the Role of Social Psychological
Distance and Technology Familiarity
The integration of artificial intelligence (AI) into marketing strategies has revolutionized
consumer interactions, expanding the scope for enhancing customer outcomes which
include perceived commercialization, perceived personalization, and intention to follow a
brand. In the dynamic realm of marketing, our study investigates the effects of AI-
generated marketing on consumer outcomes. By focusing on the interplay between social
psychological distance and technology familiarity, our research aims to uncover the
mechanisms that drive consumer actions in the era of artificial intelligence. Thus, our
investigation not only aims to identify the impact of AI-generated marketing on consumer
outcomes but also to understand the role of social psychological distance in mediating this
impact and the importance of familiarity and comfort with technology as a potential
moderator, recognizing that individuals' varying comfort levels with technology may
influence how effectively AI-generated marketing resonates with them. Ultimately, our
research endeavors to provide valuable insights into the evolving dynamics of modern
marketing strategies, shedding light on the complex interactions between AI, consumer
behavior, and technology. In our study, we employed a primary data collection approach
as our data was gathered through customized questionnaires designed for this research
and then conducted a statistical analysis using IBM SPSS. Our findings have the potential
to offer valuable insights to marketers, aiding them in effectively utilizing AI-generated
content while positively influencing consumer behavior.
Area of Study:
Marketing
Supervisor Name:
Mrs. Sarah Khan
Group Members:
Noor Ul Ain (20i-0010)
Minahil Awais (20i-0009)
Ammara Zubair(20i-1667)
Sana Nabeel (20i-0070)
Navigating the AI frontier: Exploring the impact of AI on
marketing, customer experience, and brand relationships, while
addressing AI threats
AI is transforming how businesses conduct marketing practices making it crucial to understand
how it affects customers. This research fills this gap by understanding its impact on customer
experience and brand relationships while catering to the threats posed by AI.
This research explores the impact of artificial intelligence (AI) marketing on customer experience
and customer-brand relationships, as well as the potential risks of AI technology. AI marketing
leverages machine learning, natural language processing, and various other AI techniques to
tailor, enhance, and refine marketing initiatives and interactions with customers. Customer
experience reflects the interactions and perceptions of customers with AI-driven marketing,
while the customer-brand relationship represents the emotional bonds between customers and
brands. AI threats are the possible challenges and issues that AI poses to customers, brands,
and society. The article aims to understand how these variables are interrelated and how they
might shape the future of marketing.
Practical Implications:
 Integration of AI in Marketing Frameworks: Findings can inform the integration of AI
concepts and techniques into existing marketing frameworks, enhancing their relevance
and effectiveness in the digital age.
 Mitigation of AI Threats: Identification of potential risks associated with AI helps
businesses to proactively address and mitigate these threats, safeguarding brand
reputation and customer trust.
 Informed Decision-Making for Businesses: Businesses can utilize the findings to optimize
their AI marketing strategies, ensuring they attract and retain customers effectively.
Area of Study:
Marketing
Supervisor Name:
Ms. Sarah Khan
Group Members:
Umer Imran (20I-0024)
Muhammad Hassam (20I-0039)
Azka Malik (20i-1696)
Alveena Khan (20I-1676)
Daniyal Shahid
(18I-0042)
A Quantitative Study of Career Choice of Final Year
Undergraduate Students
Unveiling the Power of Influencers: Exploring the Impact of Expertise, Attractiveness,
Originality, and Humor on Follower Engagement and Advice Adoption, Mediated by Parasocial
Relations
This study aims to investigate the intricate relationship between influencer attributes,
parasocial relationships, and customer intentions within the context of social media marketing.
Specifically, we will explore how influencer expertise, attractiveness, originality of content, and
humor impact customers' intentions to follow both influencer accounts and advice.
Furthermore, we will delve into the mediating role of parasocial relationships, shedding light
on the underlying mechanisms of influence in the digital landscape.
Recent research by Baig & Shahzad (2022) has emphasized the necessity of exploring
whether the effects of influencer traits vary within diverse Eastern cultural contexts. Similarly,
Conde and Casais (2023) have highlighted the need to examine the specific elements within
parasocial relationships that significantly influence the interplay between influencer traits and
follower engagement/advice adoption. To address these gaps, this study aims to
comprehensively examine how influencer trait impacts diverge across various social media
platforms, offering a more nuanced analysis compared to previous studies (Barta, S.,
Belanche, D., Fernández, A., & Flavián, M., 2023).
This study will utilize quantitative research methods, with data collected through surveys.
Statistical analysis software such as SPSS and Smart PLS will be employed for data analysis.
The study will adopt a structured approach to ensure robust and reliable findings.
By addressing the identified gaps and employing a rigorous methodology, this study seeks to
provide valuable insights into the dynamics of influencer marketing in the digital age. The
findings will contribute to a deeper understanding of how influencer attributes and parasocial
relationships influence customer behavior, thereby informing more effective social media
marketing strategies.
Area of Study:
Marketing
Supervisor Name:
Ms. Sarah Khan
Group Members:
Haleema Sadia(20I-0058)
Maham Amer (20I-1656)
Nabeel Yaktai (19L-0032)
Sania Farooqi (20I-0006)
Exploring the Influence of Customer Experience with AI
Automated Text Models on Usage and Resistance Intention:
The Moderating Role of Competence, Accuracy, and
Credibility.
This paper presents an in-depth analysis of the evolving role of AI-powered chatbots in
influencing customer behavior, specifically focusing on how the characteristics of these
chatbots impact customer usage or resistance intentions. With the rapid advancement and
integration of chatbots in various industries, understanding these dynamics becomes
essential. The study critically examines the roles of chatbot competence, accuracy, and
credibility, and how they interplay with customer experience to shape their intentions
towards using or resisting chatbots. Extensive literature review reveals gaps in existing
research, particularly in the realms of chatbot characteristics like credibility, competence,
and accuracy, and their effects on customer satisfaction and behavioral intentions. This
study aims to bridge these gaps by analyzing how these factors influence customer usage
or resistance intentions, considering the moderating effects of chatbot characteristics.
Objectives:
 To assess the impact of user demographics (age, gender, and educational level) on
their experience with chatbot and its effect on usage/resistance intention.
 To study the relationship between the experience of the chatbot user and their usage
or resistance intention of said chatbot.
 To identify how different factors such as competence, credibility, and accuracy of the
Chatbot influence its usage or resistance intention.
Area of Study:
Marketing
Supervisor Name:
Ms. Sarah Khan
Group Members:
Aaeyza Nadeem Malik (20i-1653)
Misha Liaqat (20i-0021)
Saniyah Junaid (20i-0041)
Sheikh Ameer
(20i-0038)
Can Social Media Influencer Effect Consumer Purchase
Intention: A moderated mediation model of Influencer’s
Credibility and Brand Recognition
The emergence of social media in recent years has changed how customers engage
with brands and make decisions about what to buy. Social Media Influencers with a
sizable following on social media platforms like Instagram, YouTube, and TikTok have
become crucial in influencing customer preferences and habits. This project aims to
investigate the relationship between social media influencers, consumer purchase
intention, and the moderating and mediating effects of influencer credibility and brand
recognition.
This research project addresses a pressing question in contemporary marketing: how
social media influencers impact consumer purchase intentions. By considering the
moderating and mediating roles of influencer credibility and brand recognition, this study
aims to contribute to a deeper understanding of the complex dynamics in the world of
influencer marketing and consumer behaviour. The findings will have practical
implications for marketers, brands, and influencers seeking to enhance their strategies
in the ever-evolving landscape of social media marketing.
This project also explores the fascinating world of social media influencers and the
significant influence they have on customer purchase intentions. It aims to disentangle
the complex network of recognition, credibility, and influence that characterizes the
contemporary marketing environment. We hope to offer businesses, marketers, and
other industry players useful information through our research so they may successfully
and morally navigate the dynamic world of influencer marketing.
Area of Study:
Marketing
Supervisor Name:
Dr. Haider Malik
Group Members:
Sameer Anjum
(i18 - 0034)
Muhammad Essa Khan
(i18 - 0098)
Sehat AI: Artificial Intelligence powered Robo-Advisory for
integrated Medical Services
This particular Final Year Project, aims to bridge the healthcare accessibility gap in
platform offers personalized medical recommendations and services to users, particularly
those in remote and underserved areas. SEHAT-AI's comprehensive features include
appointment booking, telemedicine consultations, chronic disease management, and
ambulance services, catering to diverse healthcare needs. Its subscription-based revenue
model, coupled with strategic partnerships with healthcare and pharmaceutical
companies, ensures sustainable operation while providing valuable healthcare solutions.
With an emphasis on user-friendly interfaces and optimizing patient outcomes, SEHAT-AI
timely access to reliable medical advice and services, SEHAT-AI has the potential to
significantly improve public health outcomes and contribute to the country's overall
healthcare infrastructure.
Area of Study:
Cross Cluster
Supervisor Name:
Mr. Hammad Majeed
Group Members:
Mujtaba Hussain (i19 - 0029)
Maryam Batool (i19 - 0105)
Usman Ali (i19 - 0013)
Ubaid Ratyal (f19 - 0050)
From Fields to Algorithms: Harnessing AI for Resource
Optimisation in Industrial Crops A Study of Agriculture in
This study delves into the transformative potential of artificial intelligence (AI) in optimizing
potential of artificial intelligence (AI) in resource optimization for industrial crop farming for
modern farmers. The research explores the advantages and disadvantages of this
integration by combining the latest artificial intelligence algorithms with traditional farming
techniques. Using an integrated method that includes data analysis, machine learning tools,
and field observations, the study finds significant insights into crop monitoring, resource
allocation, and data-driven decision-making. The results show that AI has the potential to
completely transform resource usage while also improving agricultural output, sustainability,
and efficiency. To fully reap the rewards, though, issues like inadequate infrastructure along
with inadequate technology awareness must be resolved. The report ends with practical
suggestions for interested parties, encouraging AI infrastructure, training, and customized
future.
Area of Study:
Cross Cluster
Supervisor Name:
Hammad Majeed
Group Members:
Syeda Faaria Jalil (20i-0016)
Amama Farrukh (20i-0002)
Eman Asjad (20i-1657
Ghumaisa Usmani (20i-2535)
Cyber Threat Intelligence with A Text Mining Approach: An
Empirical Study of Detecting Phishing, Ransomware, and
Emerging Threats
Project Brief:
Advanced cyber threats exploit business vulnerabilities like socially-engineered phishing
attempts to compromise user credentials; encryption of businesses through ransomware
attacks to extort payments, and impersonation of executives through business email
compromise for fraudulent wire transfers. This empirical research will utilize text mining
techniques to detect cyber threats and generate intelligence from textual data.
Research objectives:

Identify relevant text sources related to phishing, ransom ware, business email
compromise, and other cyber threats facing businesses.

Develop text mining techniques to detect threats and extract indicators from text
sources.

Evaluate combinations of natural language processing, machine learning, and data
visualization methods for generating actionable cyber threat intelligence.
Methodology:
This methodology can be expected to facilitate an empirical evaluation of different text
mining techniques for cyber threat detection across various categories of threats faced by
modern businesses. The findings may advance cyber security capabilities and inform data-
driven threat mitigation strategies. KNIME software is used for generating results.
Area of Study:
Cross Cluster
Supervisor Name:
Mr. Hammad Majeed
Group Members:
Nimra Mushtaq (i20 - 0007)
New Product Idea Generation Through Consumer Sentiment
Analysis Using Machine Learning Techniques
The project aims to leverage machine learning and sentiment analysis to generate new
product ideas, which are critical for remaining competitive in today's market. Businesses can
make informed, customer-centric decisions during the product development process by
employing sentiment analysis, which extracts insights from customer data sources like
preferences and views. The research questions focus on identifying optimal sentiment
analysis frameworks, understanding challenges in customer review analysis, assessing
techniques relevant to the portable tech industry, and analyzing the impact of aligning
product development with consumer sentiments on environmental responsibility.
The research being conducted is significant for several reasons. For starters, it fills gaps in
sentiment analysis research, notably in the portable tech industry, by providing a powerful
tool for designing new goods that are in line with user preferences. Second, by linking
product creation with consumer opinion, businesses may reduce waste and increase
environmental responsibility. The research's systematic strategy reduces the risks of
innovation while ensuring product perfection. Furthermore, knowing customer feelings and
preferences is critical for successful product creation, therefore sentiment analysis is a vital
tool in this process.
Technology Used:
KNIME
Selenium
Python
Supervisor Name:
Mr. Hammad Majeed
Ms. Farah Naz
Group Members:
Sara Batool (20I-0001)
Moaaz Ahmad (20I-0005)
Wajiha Aamir Baig (20I-0048)
Saboor Ahmad (20I-0073)
Analyzing Customer Sentiments in the Era of Supply Chain 4.0
Technologies
This study aims to assess the overall functioning and efficiency of supply chains in
companies operating within the Supply Chain 4.0 framework, focusing not just on the
adoption of new technologies but on how these integrations affect customer satisfaction and
operational performance. Through detailed analysis of customer reviews from platforms like
Trustpilot, using advanced sentiment analysis and machine learning techniques, the
research seeks to provide a comprehensive understanding of the current strengths and
areas for improvement in these supply chains.
The project will build a predictive model from the insights derived from customer feedback,
designed to aid companies in enhancing their supply chain operations. This model will allow
businesses to proactively address issues, improve customer experiences, and adjust their
strategies based on predicted impacts on efficiency and satisfaction.
By offering a balanced view that encompasses both the technological and operational
aspects of Supply Chain 4.0, the research intends to help companies optimize their supply
chains for greater resilience, adaptability, and customer focus, maintaining competitiveness
in the global marketplace.
Area of Study:
Supply Chain Analytics
Supervisor Name:
Mr. Hammad Majeed
Group Members:
Sandleen Zaman (i20-1669)
Shaheer Ahmed Bhatti (i20-0031)
Asmavia Farhat (i20-1650)
Abdullah Nokhez (i20-0063)
Business Expansion Plan: Chief Boot House
A business expansion plan is a detailed plan for the company's owner, offering instructions
on how to run and expand the business effectively. It conducts an analysis of current
market encompassing trends, consumer inclination, and competitive environment using
real-time data.
Chief Boot House is a shoe retail business currently situated in Faisalabad and remarkably
present in the market since 1927. CBH is currently entertaining wide range of customers
which includes men, women, kids of all age brackets with a vast variety of shoes. CBH is
a brand famous for its formal leather shoes, and it is the sole retailer of Sketchers in
Faisalabad. Alongside its core offerings, Chief Boot House has a range of accessories,
including belts, socks, and shoe polish.
The analysis of this research will provide us with information about new market trends
therefore, we will be able to devise creative ways to fill that in our business model. The
firsthand data will guide us how we can meet our customer’s requirements and what they
are willing to pay for our product. Based on primary and secondary data, we will be able
to find a suitable location for our outlet after which our marketing campaign will be started
before, we commence our operations.
Area of Study:
Cross Cluster
Supervisor Name:
Dr. Muhammad Akhtar
Co Supervisor Name:
Dr. Abdul Wahab
Group Members:
Abdul Rafey Rashid (20i-2534)
Laiba Sajid Malik (i20-0043)
M. Abubakar Shahid (20i-0046)
Muizz Ali (20i-1679)
Business Plan: AKE Production House
In the 21st century, with the evolution of technology and digitalization, the format of learning has
undergone a transformation. Over the past two decades, there has been a shift in storytelling
formats, with people moving away from conventional media to embrace new media. Short films
of available content is limited. According to PTA, as of 2020, there were approximately 85K-90K
Netflix subscribers in the country. Recognizing this gap in the market, we, as business students,
are launching a new production house called "AKE Production” as we intend to pursue this
venture as our Final Year Project (FYP). Production houses not only entertain but also stimulate
economic growth by creating employment opportunities. They generate revenue by crafting and
selling content to various channels and platforms. Our business plan involves comprehensive
market research, financial projections, and a strategic roadmap. This includes analyzing market
trends, setting SMART goals, defining content strategies, engaging audiences through marketing,
exploring monetization avenues, addressing risks, executing plans, and continuous monitoring
and adaptation based on performance data.
Area of Study:
Cross Cluster
Supervisor Name:
Dr. Abdul Wahab
Group Members:
Azeem Effendi (20i-1695)
Obaidullah Rafi (20i-1662)
Ramsha Zubair (20i-0052)
Manal Khan (20i-1690)

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