Muhammad has been associated with the teaching and practice of marketing for over the last ten years. After graduating in business, he worked with IGI Financial Services (Pakistan) as Assistant Manager (Mktg) for around five years. Later on, he joined National University of Modern Languages (NUML) Pakistan and served there for eight years as Assistant Professor of Marketing in the Management Sciences Department. Muhammad completed his Masters by Research from SZABIST Pakistan (2011) and PhD (Marketing) from James Cook University Australia in 2019. His research focusses on Sustainable Consumer Behavior in the Transport Industry and Tourism sector and has appeared in high ranked journals including Journal of Cleaner Production, Journal of Hospitality Marketing and Management, Transportation Research Part D: Transport and Environment, Asia Pacific Journal of Marketing and Logistics and International Journal of Bank Marketing.