Dr. Muhammad Zeeshan is an Assistant Professor in the Department of Business Education at the University of Chenab, Gujrat. He recently earned his PhD in Services Marketing from Universiti Malaysia Terengganu (UMT). With over five years of undergraduate teaching experience, Dr. Zeeshan has cultivated a robust academic foundation and a growing portfolio of scholarly publications. His primary research expertise lies in Digital Co-Creation, Consumer Behavior, and Services Marketing. Dedicated to preparing the next cohort of marketing professionals, he is determined to integrate contemporary research insights into current curricula, ensuring course materials remain aligned with the evolving business landscape.