A highly accomplished academic leader and researcher with a PhD in Marketing, currently serving as Senior Lecturer and Head of Programme at Universiti Malaysia Sabah. Expert in curriculum development, digital marketing, and sustainable consumption, with a strong track record of impactful research, successful program accreditation, and significant postgraduate supervision. Eager to leverage extensive teaching experience, research leadership, and external engagement to drive innovation and contribute to strategic faculty development as an Associate Professor.
Work
Universiti Malaysia Sabah (UMS)
|
Senior Lecturer and Head of Program (International Marketing)
Sabah, Malaysia, Malaysia
→
Summary
Led the Bachelor of International Marketing (Hons) programme, overseeing curriculum, academic staff, and strategic initiatives to enhance program quality, industry relevance, and ensure compliance.
Highlights
Spearheaded comprehensive program administration and academic planning for the Bachelor of International Marketing (Hons) program, ensuring continuous improvement and operational excellence.
Directed curriculum development, review, and accreditation processes, achieving PEO-PLO-CLO alignment and compliance with MQF 2.0 and COPPA standards.
Managed teaching allocations, workload planning, and coordination for academic staff, optimizing resource utilization and enhancing departmental productivity.
Prepared and ensured quality of accreditation documents and course files for internal and external audits, maintaining institutional academic integrity.
Taught core modules in Cyber Marketing, Organisational Behavior, and International Human Resource Management, fostering student expertise in critical business areas.
Supervised numerous Master's and undergraduate research projects, guiding students to successful academic and research outcomes.
Strengthened industry engagement through strategic partnerships, guest lectures, and internship coordination, enhancing student career readiness.
Contributed actively to faculty committees, advanced Open Distance Learning (ODL) initiatives, and drove digital learning development.
Asia Pacific University of Technology and Innovation (APU)
|
Lecturer in Digital Marketing
Kuala Lumpur, Malaysia, Malaysia
→
Summary
Delivered a broad range of marketing and management subjects, led postgraduate supervision, and contributed to program development, achieving national recognition for subject expertise.
Highlights
Designed and delivered engaging teaching materials across a broad range of undergraduate and postgraduate marketing subjects, including Retail Marketing, Global Marketing, and Cyber Marketing.
Co-supervised five PhD candidates and guided numerous MBA dissertations, ensuring rigorous academic standards and successful completion.
Served as an internal examiner and was appointed as an external examiner for PhD Management and DBA programmes at North Borneo University College, demonstrating national subject expertise.
Managed online learning platforms (Moodle), uploading diverse study materials to facilitate student engagement and remote learning.
Participated actively in program and curriculum development, integrating contemporary digital marketing trends into academic offerings.
Engaged in scholarly activities, including research, conference presentations, and journal publications, contributing to the academic community.
Methodist Pilley Institute
|
Lecturer in Business (Marketing) Cum Acting Head of Business Management Department
Sibu, Sarawak, Malaysia
→
Summary
Provided strategic leadership for the Business Management Department, overseeing teaching, learning, and administrative functions to drive continuous improvement and maintain academic standards.
Highlights
Provided strategic leadership for the Business Management Department, driving continuous improvement in teaching and learning outcomes over a three-year tenure.
Coordinated and managed lecture and tutorial timetables for multiple programs (B.A. (Hons). Marketing, Diploma in Business Management, and Diploma in Business Information System), optimizing resource allocation.
Managed teaching hour assignments for lecturers within the Business Management Department, ensuring equitable distribution and operational efficiency.
Contributed to the recruitment committee for full-time and part-time lecturers, strengthening departmental staffing and expertise.
Designed and delivered engaging teaching materials and conducted classes (lectures, tutorials, consultations) for Diploma and undergraduate modules.
Assessed student work, assignments, and examinations, providing constructive feedback for academic development.
Served as Internal Verifier and Moderator for final exam papers and coursework, ensuring academic integrity and quality standards across the department.
Undertook significant administrative responsibilities, actively participating in school and university committees and working groups.
Volunteer
Coach for Community Entrepreneurialism
|
British Council Researcher Links
→
Coached for community branding in sustainable entrepreneurship among independent oil palm smallholders in rural Sabah, Malaysia, to build sustainable entrepreneurship.
Highlights
Assessed and refined brand identities for entrepreneurs in rural agricultural industries, enhancing market positioning and visibility.
Analyzed the impact of individual and collective community branding on sustainable entrepreneurship, providing actionable insights.
Identified key strategies for building sustainable entrepreneurship within rural agricultural communities, fostering economic resilience.
Assisted smallholders in developing unique brand-building strategies and integrating their brands with the community, promoting local identity.
Facilitator for Social Innovation through Team Entrepreneurial Learning (SITEL) Project
|
British Council Researcher Links
→
Supported the Project Manager of Professional Practice in Entrepreneurship for the SITEL project, focusing on social innovation and entrepreneurial learning.
Highlights
Organized project events and managed social media and the website, increasing project visibility and engagement.
Coordinated accommodation and transportation logistics for project events, ensuring smooth operations for participants.
Conducted comprehensive risk assessments, mitigating potential issues before project launch and throughout its duration.
Managed and controlled the project budget, ensuring efficient allocation of resources and adherence to financial guidelines.
Coach for Effective Entrepreneurship for Independent Oil Palm Smallholders
|
British Council Researcher Links (Grant Ref. NG160028)
→
Coached independent oil palm smallholders in Sabah, Malaysia, on effective entrepreneurship, supported by the British Council Researcher Links.
Highlights
Facilitated smallholders in identifying viable business opportunities, fostering entrepreneurial growth and market understanding.
Delivered training on mobile technology adoption, enhancing digital literacy and business efficiency for smallholders.
Assisted smallholders in establishing e-channels for business promotion, expanding market reach and digital presence.
Education
Universiti Malaysia Sabah
Sabah, Malaysia, Malaysia
→
Doctor of PhilosophyMarketing
Courses
Research Topic: Assessing Green Practice Behaviour: The Mediating Roles of Normalisation and Behavioural Intention.
University of Malaysia Sabah
Sabah, Malaysia, Malaysia
→
Master of Business AdministrationBusiness Administration
University of Malaysia Sabah
Sabah, Malaysia, Malaysia
→
Bachelor of International Marketing (Hons)International MarketingGrade: CGPA: 3.73/4.00, CPGA: 3.66/4.00
Awards
Outstanding Reviewer Award
Journal of Cleaner Production | ELSEVIER
Recognized for significant scholarly contribution and rigorous review work at an international level.
Full Scholarship
Malaysian Ministry of Higher Education
Awarded a full scholarship to support doctoral studies in Marketing, reflecting academic excellence.
Best Students Award specialism in International Channel Distribution Management
University of Malaysia Sabah
Received for exceptional academic performance and specialization in International Channel Distribution Management during undergraduate studies.
RM10,000 Scholarship
Ministry of Higher Education Malaysia
Awarded a significant scholarship to support Master of Business Administration studies.
Publications
Circular Economy in Retail Spaces: Behavioral Drivers of Mall Selection in Malaysia
International Journal of Accounting and Economics Studies
Explores behavioral drivers influencing mall selection within the context of circular economy principles in Malaysia.
Enhancing Digital Technology Graduates' Employability in the Fourth Industrial Revolution from Employers' Perspective
PaperASIA
Examines employer perspectives on the digital skills and competencies required for graduate employability in Industry 4.0.
Live stream shopping in Indonesia: How KOLs, interactivity and playfulness drive perceived value and impulsive purchases in fashion (Chapter 8)
IGI Global (Practical frameworks for new-age digitalization & business strategy)
Investigates the influence of Key Opinion Leaders (KOLs), interactivity, and playfulness on perceived value and impulsive buying in live stream shopping.
Defining Resilience Capabilities in Travel Systems
Routledge (Travel Disruptions: Impacts, Responses and Resilience)
Identifies and defines key resilience capabilities essential for travel systems to effectively respond to disruptions.
The Adoption of Mobile Augmented Reality in Tourism Industry: Effects on Customer Engagement, Intention to Use and Usage Behaviour
Journal of Tourism and Services
Analyzes the impact of mobile augmented reality adoption on customer engagement, intention to use, and usage behavior in the tourism industry.
An insight of undergraduate students' attitude and satisfaction with online home-based learning system
Journal of Infrastructure, Policy and Development
Provides insights into undergraduate students' attitudes and satisfaction levels with online home-based learning systems.
Bridging the gaps in digital skills: Employer insights on digital skill demands, micro-credentials, and graduate employability
Journal of Infrastructure, Policy and Development
Examines employer insights into digital skill demands, the role of micro-credentials, and their impact on graduate employability.
Corporate social responsibility and job pursuit intention: the role of job seekers' perception on employer prosocial orientation, value congruence and employer attractiveness
Social Responsibility Journal
Investigates how job seekers' perceptions of corporate social responsibility influence their job pursuit intentions.
Innovative Pedagogical Approaches for Sustainable Development: Implications for Business Students' Engagement and Learning Performance in Higher Education
CRC Press (Innovative Pedagogical Practices for Higher Education 4.0: Solutions and Demands of the Modern Classroom)
Discusses innovative pedagogical approaches for sustainable development and their implications for business students' engagement and learning in higher education.
Demand for digital skills, skill gaps and graduate employability: Evidence from employers in Malaysia
F1000Research
Presents evidence from Malaysian employers regarding the demand for digital skills, existing skill gaps, and their impact on graduate employability.
Exploring Tricomponent Attitude Model for "Forced" Online Learning when Applied in the Post-Covid Era
Malaysian Journal of Learning and Instruction
Explores the Tricomponent Attitude Model in the context of 'forced' online learning during the post-COVID era.
Consumers' Green smartphone practices concerned with power consumption optimisation
Cleaner and Responsible Consumption
Investigates consumer green smartphone practices, specifically focusing on power consumption optimization behaviors.
Examining Intentions to Use Mobile Check-In for Airlines Services: A View from East Malaysia Consumers
Springer, Cham (Lecture Notes in Networks and Systems)
Examines factors influencing mobile check-in intentions for airline services among consumers in East Malaysia.
Online Learning During Covid-19 Pandemic: A View of Undergraduate Student Perspective in Malaysia
Springer, Cham (Lecture Notes in Networks and Systems)
Presents an undergraduate student perspective on online learning experiences during the COVID-19 pandemic in Malaysia.
Customer Engagement in Instagram: The Mediating Role of Perceived Advertising Value
Springer, Cham (Lecture Notes in Networks and Systems)
Investigates the mediating role of perceived advertising value on customer engagement within the Instagram platform.
Trust in Green Advertising: Mediating Role of Environmental Involvement
Sciences
Analyzes the mediating role of environmental involvement in fostering trust in green advertising campaigns.
Perceived Value and Customer Satisfaction of Smartphone Brand Among Youth: The Moderating Effect of Gender
Malaysian Journal of Business and Economics (MJBE)
Examines the moderating effect of gender on the relationship between perceived value and customer satisfaction with smartphone brands among youth.
Assessing Green Practice Behaviour: The Mediating Roles of Normalization and Behavioural Intention
Universiti Malaysia Sabah (Doctoral dissertation)
Doctoral dissertation investigating the mediating roles of normalization and behavioral intention in assessing green practice behavior.
Measurement Development Process of Normalization for the Quantitative Perspective in Smartphone Green Practice (Energy Conservation)
Proceedings of the 7th International Borneo Business Conference
Details the measurement development process of normalization for quantitative assessment of smartphone green practices, specifically energy conservation.
The Relationship of Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, and Perceived Trust toward Behavioural Intention to Use Mobile Check-in for Airlines Service and the Mediating Role of Attitude
University Malaysia Sabah (Master dissertation)
Master's dissertation analyzing the relationship between perceived usefulness, ease of use, enjoyment, trust, and behavioral intention to use mobile check-in for airline services.
Languages
English
Chinese
Malay
Certificates
Pre-Contract Examination for Insurance Agents (PCEIA)
The Malaysian Insurance Institute
Certificate Examination in Investment-Linked Life Insurance (CEILLI)
Research Design, PLS-SEM, SPSS Data Analysis, Quantitative Research, Qualitative Research, Data Interpretation, Academic Writing, Journal Reviewing, Grant Writing.
Digital Marketing, Mobile Marketing, Consumer Behavior, Sustainable Marketing, International Marketing, Brand Identity, E-commerce, Retail Marketing, Integrated Marketing Communication (IMC), Entrepreneurial Coaching, Social Media Marketing.
Projects
Behavioral Intention toward Intelligent Self-Service Operation in Hotel
→
Summary
Principal Investigator for a Geran Dana Kluster (DKP) project at Universiti Malaysia Sabah, investigating attitude and perceived usefulness driving behavioral intention toward intelligent self-service operations in hotels.
The Effect of Financial Behaviour on Sustainable Consumption Intentions and Behaviour of Green Products in Developing Countries
→
Summary
Co-researcher for a project funded by APU RESEARCH DEVELOPMENT INTERNAL GRANT SCHEME (RDIG), focusing on financial behavior and sustainable consumption of green products.
Digital Skills and Personal Qualities for Graduate's Employability in the 4IR: An Employer's Perspective
→
Summary
Co-researcher for an APU RESEARCH DEVELOPMENT INTERNAL GRANT SCHEME (RDIG) project, exploring employer perspectives on digital skills and personal qualities for graduate employability in the 4IR.
Impact of Social Media Influencers' Credibility on Gen Z's Visit Intention towards F&B Retail Stores
→
Summary
Co-researcher for a project exploring the impact of social media influencers' credibility on Generation Z's visit intentions towards F&B retail stores.