Center of Excellence in Higher Education
The First Private University in Bangladesh

Ms. Sherina Idrish

Full Time FacultySenior Lecturer   Phone: +880-2-55668200 Ext: 1721Email: sherina.idrish@northsouth.eduOffice: NAC 704 Curriculum Vitae            

Ms. Sherina Idrish is a Sr. Lecturer of the School of Business at North South University. She has been teaching here at the undergraduate level since May 2012. Ms. Idrish received her Bachelor’s Degree from North South University, Bangladesh and Master’s Degree in Masters of Business (Advanced Marketing) from Monash University Melbourne, in 2006 and 2011 respectively. She usually teaches Marketing units such as Strategic Marketing, Brand Management, Promotional Management, Introduction to Marketing of the BBA Program. In addition to teaching, Ms. Idrish has a research interest in areas of Brand Development, Consumer Behaviour and Communication– which includes the Influence of Innovating, Interactive and Engagging Brand Management on changing the behaviour of  Consumers of different demopraphics; The role of Social Media Marketing in ‘Co-Producing’ with ‘Young Consumers’ to minimize the Market Gap and to develop Brand Equity in Asia; Acceptance and Attitude development models of commercial technologies in sub continents. . 

JOURNAL PUBLICATIONS:Chowdhury, T.A., Naheed, S., and Idrish, S. (2023). Exploring Human-Centric Attributes of Smartphone Set and Their Influence on Brand Advocacy: Testing the Moderating Role of Gender Identity. Journal of Global Marketing. Idrish, S., Rifat, A., Iqbal, M. & Nisha, N. (2018). Mobile Health Technology Evaluation: Innovativeness and efficacy vs. cost effectiveness. In Health Economics and Healthcare Reform: Breakthroughs in Research and Practice, 20-41, Hershey, PA: IGI Global. Idrish, S., Rifat, A., Iqbal, M. & Nisha, N. (2017). Mobile Health Technology Evaluation: Innovativeness and efficacy vs. cost effectiveness. International Journal of Technology and Human Interaction, 13(2), 1-21, USA (SCOPUS, ABDC Ranking: C). Nisha, N., Iqbal, M., Rifat, A. & Idrish, S. (2016). Exploring the role of Service Quality and Knowledge for Mobile Health Services. International Journal of E-Business Research, 12(2), 45-64, USA (SCOPUS). Nisha, N., Iqbal, M., Rifat, A. & Idrish, S. (2016). Adoption of e-Government Services: Exploring the case of electronic tax filing. International Journal of E-Services and Mobile Applications, 8(3), 53-70, USA (SCOPUS). Nisha, N., Iqbal, M., Rifat, A. & Idrish, S. (2016). Mobile Health Services: A new paradigm for health care systems. In E-Health and Telemedicine: Concepts, Methodologies, Tools, and Applications, 1551-1567, Hershey, PA: IGI Global. Nisha, N., Iqbal, M., Rifat, A. & Idrish, S. (2015). Mobile Health Services: A new paradigm for health care systems. International Journal of Asian Business and Information Management, 6(1), 1-18, USA (SCOPUS).       BOOK CHAPTER:   Nisha, N., Idrish, S. & Hossain, M.Z. (2015). Consumer Acceptance and Mobile Banking Services in Bangladesh, in Green Banking in Bangladesh and Beyond (ISBN: 978-9-843-38531-4), 155-182, Bangladesh   BUSINESS CASE:Rahman, Samira; Idrish S (2023).; ‘Prakriti Farming: Bringing Nature to your Table’, SAGE Business Cases, (forthcoming), SAGE Publications, Country: USA. Ahmed, Jashim Uddin; Iqbal, Mehree; Idrish, S.; and Chowdhury, K. M. Khan (2017). ‘Royal Tiger: Energy Drinks Marketing Strategy in Bangladesh’, SAGE Business Cases, (forthcoming), SAGE Publications, Country: USA. CONFERENCE PRESENTATION : Idrish, S., Iqbal, M., Nisha, N., Chowdhury, K.M.K. & Malik, A. (2014). Consumer Behavior towards Instant Noodles as a Quick Meal Option in Bangladesh, paper presented at SenseAsia 2014: The Asian Sensory and Consumer Research Symposium, Food Choice and Consumer Behavior, 11-13 May, Singapore. Ahmed, T., CONFERENCE PROCEEDINGS: Chowdhury, T.A., Idrish, S., and Naheed, S. (2023). Exploring Human-Centric Attributes of Smartphone Set and Their Influence on Advocacy of the Brands by the Customers: Testing the Moderating Role of Gender, paper presented at EMAC Annual Conference 2023, 23rd-26th May, Odense, Denmark.

graduated summa cum laude from North South University, BBA 

M.B., Monash University, Australia (Melbourne) Advaneced Marketing 2011 BBA, North South University, Bangladesh MarketingApril 2006

Sr. Lecturer, Marketing and International Business Department, School of Business (BBA Program), North South University since 2012

Deputy Manager, Marketing and Merchandizing, ETC Fashion Exclusives, a concern Ascent Group. Dhaka, Bangladesh (2007-08)  Asst. Editor, Local Publication (2009-10)  

BUS 101: Introduction to Business  MKT 202: Introduction to Marketing BUS 251: Business Communication INB 372: International Business MKT 337: Promotional Management MKT 460: Strategic Marketing (present) MKT 465: Brand Management (present) MKT 480 : Direct Marketing

In areas of Social Media Marketing, Brand Management and in Consumer Behaviour– which includes The Influence of Innovating, Engaging and Interactive Branding on changing the behaviour of Asian Consumer towards different Brands. The role of Social Media Marketing in ‘Co-Producing’ with ‘Young Consumers’ to minimize the Market Gaps and to develop Brand Equity in Asia. Acceptance and Attitude development models (UTAUT) of commercial technologies in sub-continents.