Associate Professor Dr. Shamsul Kamariah Bt Abdullah

Academic Qualifications

  • PhD. Curtin University (2013)
  • Graduate Certificate in Tertiary Teaching-Curtin University GGCT (2005)
  • Master of Business Administration with Advanced Certificate in Marketing (Southern New Hampshire University, Manchester, (USA). (1989)
  • Bachelor of Science majoring in Marketing-Southern New Hampshire University, Manchester, USA (1987)
  • Diploma in Hotel and Catering Management. Mara University of Technology (UiTM)

 

Office No.

+60 85 630100 ext. 2771

Room No.

57

Email

shamsul.a@curtin.edu.my

 

Employment History

  • Academic staff/Associate Professor (current)
  • Director of Academic Quality (Academic Quality Office) (current)
  • Academic staff (University Technology Mara) (1990 – 2001)
  • Chair – Faculty Quality Assurance
  • Academic and Accreditation Advisor (Academic Quality Office) – (current)
  • Acting Deputy Dean (August 2017 – August 2019)
  • Academic Quality Director (Contract) (January 2014 – August 2015) – Key responsibilities: Academic Quality (Accreditation and Compliance) –program under Malaysian Qualifications Agency (MQA) Curtin Sarawak
  • Associate Dean (Teaching & Learning) School of Business (January – December 2013)
  • Dean – School of Business, Curtin University, Sarawak campus (2009 – 2011)
  • Acting/Director – School of Business, Curtin University, Sarawak campus (2007 – 2008)
  • HOD – Department of Marketing and Management. (2004 – 2006)
  • Course Coordinator (2003 – 2005)
  • Chair – Teaching and Learning Committee (2001 – 2002)

 

Academic Unit Coordination

  • Retailing and E-Commerce
  • Discovering Marketing
  • Public Sector Marketing for Master Program (Unit Coordinator)

 

Unit Taught

Current:

  • Retail Marketing and Distribution
  • Discovering Marketing
  • Public Sector Marketing (MGMT5031)-Post Graduate level

Previous:

  • Sales Management
  • Consumer Behaviour
  • Strategic Marketing
  • Marketing of Services
  • Marketing Communication

 

Teaching Awards 

  • 2019/2020: Nominees (Team): Australian Awards for University Teaching (AAUT)
  • 2019: Student’s Choice Award for Department of Marketing. Curtin University Malaysia
  • 2017: Teaching Award: Program That Enhanced Learning. Curtin University
  • 2017:  Student’s Choice Award for Department of Marketing. Curtin University Malaysia
  • 2016: Program That Enhanced Learning. Faculty of Business and Law (Curtin University) Teaching Award
  • 2016:  Student’s Choice Award for Best Lecturer (Marketing). Curtin University Malaysia
  • 2007: Excellence and Innovation in Teaching Awards – Citation for Outstanding Contribution to Student Learning – Curtin University
  • 2007: Curtin Sarawak Student’s Choice Award
  • 2006:  Curtin Sarawak Student’s Choice Award
  • 2005: Excellence and Innovation in Teaching Award (EIT) Curtin University

 

Research Interests

  • Marketing Education
  • Blended/Hybrid Learning
  • Social Media and Marketing and Tourism and Rural Entrepreneurs
  • Luxury Branding

 

Research Projects/ Research Grants (external – internal)/ Research and Development – Competitive Research Grants

  • Curtin Malaysia Teaching Innovation Project 2023: “Journal Activity; a journey of classroom engagement”. Principal Investigator: Shamsul Kamariah Abdullah. Co-Investigator: Fayrene Chieng Yew Leh, Goi Chai Lee, Khin Than Myint, Tiong Ying Ying and Wendy Li Ling law.
  • Curtin Malaysia Collaborative Research Grant 2021: “Behavioural Intentions to Use Hybrid Learning Among Higher Education Teachers Post Covid-19”. Project Leader for Curtin University Malaysia.
  • Fundamental Research Grant (FRGS) 2020: “Development of Personalised learning hub framework: means to assist East Malaysia’s rural learners in HEI. Principal Investigator: Noraishikin Sabini. Co-Investigator: Shamsul Kamariah Abdullah, Anita Jimmie, Salimah Haji Mohd Salleh. (RM82,888.00)
  • Curtin Malaysia Teaching Innovation Project (CMTIP) 2020: ‘Engaging Foundation Commerce Students through Mobile Learning: A quasi-experimental research design’. Principal Investigator: Wendy Law. Co-Investigator: Shamsul Kamariah Abdullah, Siti Kasmah Mohd Kasim. (RM2,000.00)
  • Curtin University Malaysia Internal grant 2019:’ The Role of Social Media Marketing in Rural Hospitality and Tourism Entrepreneurship and the Role of Digital Inclusion in Community-based Rural entrepreneurship for Rural Economic Development’. Principal Investigator: Shamsul Kamariah Abdullah. Co-Investigator: Tiong Ying Ying, Ching Seng Yap, Samuel Adeyinka-Ojo, Siti Kasmah Mohd Kasim. (RM5,000.00)
  • Curtin Sarawak Research Fund (CSRF) 2006. “Learning Experience Revisited: exploring students learning behaviour in marketing units. A case of Confucius Heritage Culture Learners (CHC) at Curtin University of Technology.” (RM10,000.00)

 

Industry / Contract Research Reports

  • Research grant awarded by Sarawak Timber Association (STA). “Study on Remuneration Packages of Indonesian General Workers and recruitment costs of employers in Peninsular Malaysia, Sabah and Sarawak.”  2011 (Principle Investigator). Project completed.

 

Publications

Academic Journal Articles

  1. Yap, C. S., Keling, W., & Abdullah, S.K. (2022). Use of social media in information seeking and sharing during floods in rural Sarawak. International Journal of Emergency Services. doi: 10.1108/IJES-07-2020-0042
  2. Adeyinka-Ojo S., Lee, S., Abdullah, S.K., & Teo, J. (2020). Hospitality and tourism education in an emerging digital economy. Worldwide Hospitality and Tourism Theme, 12(2), 113-125. doi: 10.1108/WHATT-12-2019-0075
  3. Hassan, M.K., Abdullah, S.K., Islam, M.F., & Neela, N.M. (2020). An integrated model for examining tourists’ revisit intention to beach tourism destinations. Journal of Quality Assurance in Hospitality & Tourism, 21(6), 716-737. doi: 10.1080/1528008X.2020.1740134
  4. Adeyinka-Ojo, S., & Abdullah, S.K. (2019). Disruptive digital innovation and sharing economy in hospitality and tourism destination. IOP Conference Series: Materials Science and Engineering, Volume 495, 2019- IOPscience.https://iopscience.iop.org/article/10.1088/1757-899X/495/1/012006/pdf
  5. Hassan, M.K., Abdullah, S.K., Lew, T. Y., & Islam, M.F. (2019). Tourists’ satisfaction and destination loyalty: A case study on Cox’s Bazar Beach of Bangladesh”.  International Journal of Leisure and Tourism Marketing, 6(3-4), 174-193. doi: 1504/IJLTM.2019.103542
  6. Hasan, M.K., Abdullah, S.K., Lew, T.Y., & Islam, M.F. (2019) “The antecedents of tourist attitudes to revisit and revisit intentions for coastal tourism”. International Journal of Culture, Tourism, and Hospitality Research, 13(2), 218-234. doi: 10.1108/IJCTHR-11-2018-0151
  7. Hassan, M.K., Abdullah, S.K., Lew, T.Y., & Islam, M.F. (2019). Determining factors of tourists’ loyalty to beach destinations. Asia Pacific Journal of Marketing and Logistics, 32(1), 169-187. doi: 10.1108/APJML-08-2018-0334
  8. Olaniyi, O, N., Abdullah, S.K., & Ayadurai, C. (2019). Determinants of Off-Balance (OBS) activities: A case of selected retail banks in Malaysia. Asia-Pacific Management Accounting Journal, 14,(1),  95-113.
  9. Abdullah, S. K. (2013).  Balancing the Act: Incorporating the constructive alignment in promoting and enhancing higher order thinking skills among the CHC learners. 11-12 March 2013, Global Summit Education 2013 (GSE 2013). GSE Journal of Education; ISSN: 2289-3970
  10. Ng, P. Y., Abdullah, S.K., Nee, P. H., &Tiew, F. N. H. (2009). Business graduate attributes: An exploratory study on Curtin Sarawak. International Review of Business.

 

Parlimentary report (Written Evidence)

Video for marketing purposes-story telling in marketing

 

Conference Proceedings / Presentations

  1. Adeyinka-Ojo, S., Abdullah, S.K. 2021. “Social Media Marketing in Rural Hospitality and Tourism Destination Research”. Global Conference on Service and Retail Management (GLOSERV 2021)-virtual. 10 May – 13 May 2021.
  2. Adeyinka-Ojo, S., Abdullah, S.K., and Abayomi, O, I. 2020. “Digital Technology Praxis and Sharing Economy in the Hospitality and Tourism Industry”. 2ndInternational E-Conference on Advances in Engineering, Technology and Management.
  3. Olaniyi, O, N., Abdullah, S.K. “Crowdfunding as a Catalyst to Spur infrastructure Development in Rural Communities in Developing countries: Opportunities and Challenges”.  11th Global conference on Business & Social Sciences “Contemporary Issues in Management and Social Sciences Research” Dates: 11-12 December 2020 (in person and online)
  4. Gunness, A., Margaret Jekanyika Matanda., Sonia Dickinson. and Abdullah,K. 2019.
  5. “The Mediating Role of Perceived Usefulness of Education on the Link between Student Cultural Intelligence and Engagement in Distributed Learning”. Society for Marketing Advances conference. (November 2019) New Orleans, LA. USA
  6. Adeyinka-Ojo, S., John Teo, Sean Lee and Abdullah, S.K. Hospitality and Tourism Education in an Emerging Digital Economy: Identifying the Digital Skills Needs for Disruptive Hospitality and Tourism Industry in Malaysia. QS Subject Focus Summit on Hospitality and Tourism “The Way Forward: Hospitality and Tourism Education Convergence with Industry 4.0”. 5-7th Dec 2018. Best Paper.
  7. Adeyinka-Ojo, S., &Abdullah, S.K. Insights into qualitative data analysis techniques in tourism destination branding case studies research. 8th International Borneo Business Conference Kuching, Sarawak, Malaysia 4 -5 October 2018. Best Paper award.
  8. Adeyinka-Ojo, S., & Abdullah, S.K. 2018. Disruptive digital innovation and sharing economy in hospitality and tourism.  11th Curtin University, Science and Engineering International Conference (CUTSE 2018), Miri, Sarawak, Malaysia 26-28 November 2018.
  9. Hasan, M. K., Abdullah, S.K. & Lew, T.Y. 2018. Exploring the Performance of Tourist Facilities at Beach Destinations of Bangladesh. International Conference on Business and Sustainable Development (ICBSD 2018)
  10. Khan, Md Raziuddin Taufique, Samuel Adeyinka-Ojo, & Abdullah S.K. The Scope and Role of Eco Labelling to Promote Environmentally Sustainable Consumption Behavior: A Literature review. 8th Int. Borneo Business Conference 2018 “Diginomics: Promise and Perils”.
  11. Adeyinka-Ojo, S. & Abdullah, S.K. (2017). Social Media Marketing in Rural Hospitality and Tourism Destinations. 5th Borneo Research Education Conference 2017), Curtin University Malaysia, 6-7 November 2017.
  12. Gunness, A. & Abdullah, S. K. 2016. “Distributing Retail Marketing: International learning done locally”, presented as part of the Cengage Pride/Ferrell Innovations in Teaching Competition at the 54th annual SMA Conference: Atlanta, 2016. (2 November – 5th November 2016
  13. Anbalagan, K., Cecilia, D., and Abdullah S.K. 2015.  “Motivation: A teaching myth or reality: An Empirical Study at Curtin Sarawak”. 3rd International Conference on Higher Education and Teaching and Learning (26th Nov – 27th November 2015)
  14. Tiew, F.N.H., and Abdullah, S.K. 2013. “Curtin’s Graduate Attributes:  Malaysia Employers’ Views on Importance and Performance”. 2nd International Higher Education T&L Conference 2013 (9th and 10th December 2013)
  15. Abdullah, S.K. (2009), The Silent Classroom: What makes the imbalance? International Conference on Educational Research and Practice, 10-11 July 2009, University Putra Malaysia.
  16. Ng, P. Y., Abdullah, S.K., Nee, P. H. and Tiew, F. N. H. (2008), Business Graduate Attributes: An Exploratory Study on Curtin Sarawak, International Conference on Business and Information 2008, 7-9 July, South Korea.
  17. Abdullah, S.K. 2006. “Learning Experience Revisited: exploring students learning behavior in marketing units. A case of Confucius Heritage Culture Learners (CHC) at Curtin University of Technology, Sarawak Malaysia.”  HERDSA conference 2006 (poster presentation)
  18. Abdullah, S.K. 2004 “More spices in my skills? Assessment and learning experienced revisited – An analysis of the current assessment on Confucius Heritage Culture Learner (CHC). A case of Curtin University of Technology, Sarawak.” HERDSA Conference 2004.
  19. Abdullah S.K., Balasingam S. D. Eunice Kong Eik Fong, Krishnan. 2003 “Left Brain Thinkers – Does a shift to Whole Brain Concepts works for the Confucius Heritage Culture Learners.”  He21 Conference 2003.
  20. Abdullah S.K., Balasingam S. D. Eunice Kong Eik Fong, Krishnan A. 2002. “Left Brain Thinkers- A further study on the learning styles of the Confucius Heritage Learners at Curtin Sarawak.”  HERDSA Conference 2002

 

Books

Book Chapters

  • Abdullah, S.K. 2013. “Child brand ambassadors: Merely a child’s play business”.
  • Marketing Strategy Casebook 2013. Cambridge University Press. ISBN: 978-1-107-60730-9

Book Review

  • Abdullah, S.K. 2015. Review of Marketing Management and Communications in the Public Sector by Martial Pasquier, Jean-Patrick Vileneuve  (2012) Routledge; Taylor and Francis (ISBN: 978-0-415-44897-0 (hbk)

 

Keynote Speaker

  • ‘Click and Talk Classroom Engagement; Learning and Teaching in the Millennium’ presented at the 1st International Conference on Science, Technology, Engineering and Mathematics (STEM) Education, Myanmar Engineering Society, Yangon, Myanmar. (24th November – 26th November 2017)

 

Other Conference Activities

  • Organising Committee- 2021 Asian Meeting of the Econometric Society (25 June – 27 June 2021)
  • Scientific Committee Members- The International Conference on Business, Commerce and Management Studies (12thMarch – 13th March 2020)
  • Organising Committee – Borneo Research Conference. Faculty of Business, Curtin Malaysia.  (6thNov – 7th Nov 2017)
  • Organising Committee – 1st International Conference on Science, Technology, Engineering and Mathematics (STEM) Education, Myanmar Engineering Society, Yangon, Myanmar. (24th November – 26th November 2017)
  • Organising Committee member of Bali International Business and Social Science Research Conference (BIBSRC) 22ndApril – 24th April 2016
  • Organising Committee member of Australia and New Zealand Business and Social Science Research Conference (ANZBSRC) 2016. 17th -18th September 2016. Sydney Australia.
  • Organising Committee Member of Bangkok Annual Business and Social Science Research Conference (BABSRC) 2016. 12th Dec – 13th Dec 2016
  • Organising committee member of Kuala Lumpur International Business and Social Science Research Conference (7th Aug – 8th Aug 2015)
  • Session chair

 

Higher Degree by Research Student Supervision

  • MPhil
    • “Achieving customer loyalty through green branding-An Insight into Malaysian Cosmetics and Industry during COVID-19”. (Jaweria Iqbal). Role: Principal Supervisor. In progress
    • “East Malaysia’s HEI Undergraduates’ Perceptions and Experiences of Personalised Learning”. (Nur Liyana Shaharudin). Role: Principal Supervisor. In progress
    • “Communication strategies for well-known international universities which have campuses in Ho Chi Minh City, Vietnam” (Hoang Mai Do). Role: Co-Supervisor. (Completed)
  • PhD
    • “Tourists’ Revisit Intention to Beach Destinations in Bangladesh” (Md Kamrul Hasan). Role: Principal Supervisor. (Completed)

 

Doctoral/Master Dissertation (Internal Assessor)

  • Allen Lim Chong Guan. PhD in Business – “Generation Y’s Usage of Small Businesses’ Retail Websites in Canada”. Curtin University Malaysia (September 2018)

 

Doctoral/master Dissertation (Thesis Committee)

Thesis Chair

Completed

  • Hadysyam Bin Junaidi (PhD)
  • Mohamed Shamil Bin Mohamed Mihilar (PhD)
  • Sou Wen Jing (MPhil)
  • Athena Wei Chee (MPhil)
  • Farah Sarah Hassan (MPhil)
  • Ting Qian Hui (MPhil)
  • Omkar Destane (PhD)

Current

  • Terry Justin Dit (PhD)
  • Ting Qian Hui (PhD)
  • Valarie Anak Velina Anaelechi (PhD)

 

Other Academic Roles

Reviewer Academic Journals

2022

  • Asia Pacific Journal of Marketing and Logistics

2021

  • Asia Pacific Journal of Marketing and Logistics
  • Journal of Ecotourism

2020

  • International Journal of Management in Education
  • International Journal of Tourism Research
  • Journal of Ecotourism
  • Tourism Planning and Development
  • CQU Scholarship of Tertiary Teaching Online Conference
  • Asia Pacific Journal of Marketing and Logistics

2019

  • International Journal of Service Management and Sustainability –UiTM, Sarawak
  • Journal of Social Sciences and Humanities – UPM
  • International Journal of Management in Education

2018

  • Teaching and Learning Conference: Taylor’s University
  • International Journal of Management in Education(IJME)
  • International Journal of Service Management and Sustainability- UiTM Sarawak

2017

  • Journal of Teaching and Learning for Graduate Employability (JTLGE)
  • 5th International Conference on Marketing 2017. “Market Intelligence and Business Analytics: Beyond Market Research”. 25th – 26th May, 2017, Colombo, Sri Lanka

2015

  • Australian Academy of Accounting and Finance Review (AAAFR)
  • Australasian Journal of Business, Social Sciences and Information Technology (AJBSSIT)
  • International Journal of Management in Education (IJMIE).
  • Pertanika Journals. University Pertanian Malaysia

 

Leadership and Service Role

  • Director of Academic Quality (Academic Quality Office)
  • Internal Auditor for MyRA (appointment by MoHE)-
  • Internal Academic Auditor for Program Accreditation-
  • Advisor-Faculty Learning and Teaching Committee
  • Accredited PREP Reviewer
  • Academic Mentor for staff (Department of Management, Marketing and Digital Business)
  • Committee Member-Courses Committee (Curtin University Malaysia)
  • Committee Member- Academic Board (Curtin University Malaysia)
  • Council Member: Academic staff representative (Curtin University Malaysia)
  • Advisor: Institute of Marketing Malaysia Student Chapter (IMMSC)
  • Adjunct Academic for UCSI- Sarawak. (External)

 

Research Cluster Membership

  • Sensible Marketing and Smart Cities
  • Innovation in Higher Education
  • Rural and Indigenous Entrepreneurship and Innovation

 

Executive Education Development and Delivery

  • Name of workshop: The 5 star Service mentality

Client name: Yayasan Sarawak

Month and year developed: August 2016

Month and year delivered: December 2016