Biography

Associate Professor Dr. Zuraidah Sulaiman is a Certified Professional Marketer (CPM) accredited by the Asia Marketing Federation. She is an interdisciplinary marketing researcher and educator, passionate about exploring consumer decision-making processes within digital and social media environments, as well as in green and sustainable consumption. Her research particularly focuses on the impact of environmental issues, social criteria, and technological aspects on consumers’ purchasing or non-purchasing decisions. She received her formal education in Information Technology (IT) from Universiti Kebangsaan Malaysia (UKM), Universiti Teknologi MARA (UiTM) Malaysia, and University College London (UCL), United Kingdom. Later, she obtained a PhD in Marketing from the University of Sydney, Australia in 2014.

Currently, Dr. Zuraidah serves as the Director of the Marketing and Entrepreneurship Department and as the Head of the Branding and Visibility Team at the Faculty of Management, Universiti Teknologi Malaysia (UTM). She is also the Deputy Head of the Sustainability Management Research Group (SMRG) under the UTM Smart Digital Community Research Alliance. Additionally, she has been appointed as an Associate Research Fellow at the Sultan Iskandar Institute, Malaysia (ISI), where she is tasked with conducting sustainable development programs related to Environmental, Social, and Governance (ESG). Her responsibilities range from providing expertise and advisory services to consultancy, research, standard development, and the implementation of certification methods.

Dr. Zuraidah’s career includes a colourful stint in the automotive industry, working at Honda Malaysia before transitioning to academia. With over 20 years of teaching experience in higher education, she has been with Universiti Teknologi PETRONAS (UTP) Malaysia from 2002 to 2007 as an IT Tutor and Lecturer. Subsequently, she joined Universiti Teknologi Malaysia (UTM) at the Faculty of Management (formerly Azman Hashim International Business School). She teaches courses at both undergraduate and postgraduate levels, apart from supervising PhD and Masters research in areas like Green/Sustainability Marketing, Consumer Behaviour, Social Media Marketing, and Social Entrepreneurship. Dr. Zuraidah takes pride in interdisciplinary research, often combining these areas of interest in her projects. To date, she has guided 12 PhD students to completion (with 2 achieving Graduate On Time – GOT), as well as 2 MPhil (with 1 achieving Best Postgraduate Award) and several MBA and Master Mixed Mode students. Her publications include numerous articles in indexed journals by Web of Science, Scopus, ERA, MyCite, as well as in book chapters and magazines. In 2022, she was a Visiting Assistant Professor for a year at Universiti Teknologi Brunei (UTB) School of Business, where she facilitated knowledge exchange in market and business research with UTB Marketing and Information Systems students.

Previously, Dr. Zuraidah was the General Manager of the UTM Souvenir Shop (2018 – 2020), where she introduced and managed a diverse range of iconic university merchandise. She is now actively involved in market research, consultation projects, community-based and student engagement programs, and is passionate about developing communities through impactful social entrepreneurship and social marketing initiatives. She is a certified national trainer for Social Entrepreneurship and Social Innovation, and Startup Essential on Design Thinking and Business Model Canvas (BMC) for Ecosystem Builder — both by the Malaysian Global Innovation & Creativity Centre (MaGIC). Additionally, she is a certified Global E-Commerce Talent Trainer by Alibaba Group and the Ministry of Higher Education Malaysia, a MonsoonSim Enterprise Resource Planning (ERP) Trainer, and a Theory of Inventive Problem Solving (TRIZ) Level 1 Practitioner by The International TRIZ Association.

Dr. Zuraidah maintains close collaboration with the UTM Centre for Student Innovation and Technology Entrepreneurship (UTM XCITE), often participating as a speaker, mentor, facilitator, and judge in various national and international marketing and innovation programs. In 2023, she delivered a Keynote Speech on “Customer Experience (Cx) Journey – The New Challenge of Multigenerational Market” at the International Academic Studies Congress in Pakistan. In 2021, she was an Invited Speaker at Samara University, Russia, for their “International Winter School on Sustainable Business Strategies” and a Plenary Session Speaker at the “International Conference on Sustainable Halal Industry in Asia” hosted by Universitas Islam Negeri Walisongo, Indonesia.

In her spare time, Dr. Zuraidah enjoys baking homemade buns, breads, and Bundt cakes, as well as engaging in oil pastel drawing as a creative outlet.