Yusniza Binti Kamarulzaman

Biography

Dr. Yusniza Kamarulzaman is an Associate Professor and also serves as Head of the Marketing Department at the Faculty of Business and Accountancy, University of Malaya. She is the former Director of the University Malaya Centre of Innovation and Commercialisation and also a Visiting Scholar at the Western Michigan University, U.S. She received her Ph.D. in Marketing in 2006, Postgraduate Diploma in Research Methodology in 2003, both from Cardiff University, United Kingdom followed by Postgraduate Diploma in Entrepreneurship from Cambridge University in 2013. She holds an MBA (Marketing) from UKM, Malaysia and obtained her BBA (Marketing), from UiTM, Malaysia. She was a Teaching Associate at Cardiff Business School, UK from 2003 to 2006 while pursuing her PhD. She started her career as a lecturer in 1996. Dr. Yusniza is currently teaching Marketing Management, Retailing, Global Marketing, e-Marketing and Research Methodology for both Undergraduate and Postgraduate programmes, as well as supervising PhD and Masters students. She has produced a number of PhD graduates and more than 20 masters. She has published numerous articles, books and book chapters, monographs, and course modules in her area of expertise. Her books, Principles of Marketing and Marketing Management published by Oxford University Press have been widely adopted by local Polytechnics and other higher learning institutions. She is currently working on her upcoming book on Tourism and Hospitality Marketing with the same publisher. Her primary research interests are E-Marketing, Tourism Marketing, Retailing and Entrepreneurship. She regularly serves as a scientific committee of several reputable International Conferences and also a reviewer for a number of international and local textbooks, journals and conference papers. She is a member of Macromarketing Society, American Marketing Association, British Academy of Management and Academy of Marketing.

Research Interest

Consumer Behaviour (Technology Adoption, Consumer Innovativeness, Sustainable Consumption) Entrepreneurship (Entrepreneurial Marketing, Entrepreneurship Education, SMEs) Hospitality Marketing (E-tourism, Hospitality & Tourism Marketing, Halal Hotel, Halal Food) Islamic Marketing (Halal Hotel/ Services, Halal Food Search, Social Media & Muslim Society) Retailing (Store Design & Layout, E-tailing) Internet Marketing (Direct Marketing, E-Marketing, Social Media Marketing, Viral Marketing)