Role
Dr Siti Intan Nurdiana Wong Abdullah (Diana) is a Senior Lecturer in the Å·ÃÀ¾ÞÈé School of Business. She also contributes as a course tutor providing pastoral care for Level 5 and Level 6 undergraduate students.
As part of her role, Diana is a member of the School’s Marketing and Consumer Studies (MACS) Research Group and Member of the Chartered Institute of Marketing. She writes and publishes articles, participates in conferences, serves as a reviewer, editorial member and research grant assessor.
Her commitment to her role is evident in her continuous professional development that underscores her dedication to fostering innovation within the realms of teaching and learning in the areas of marketing and tourism.
Career overview
She obtained her PhD degree from Universiti Putra Malaysia in 2020 under the Malaysia government's scholarship scheme (MYBrain). Her thesis was on pro-environment behavior among millenial tourists with a focus on marine protected destinations. Before joining the academia, she was managing global sales and supply chain for a South Korean multinational company and ran a small business importing handmade bags that were made by single mothers in Vietnam.
Prior to joining NTU in 2023, she was a senior lecturer and Head of Program (postgraduate coursework) at National University Malaysia (Universiti Kebangsaan Malaysia) in which she leads the MBA module for Strategic Marketing and Sales Analysis and Strategy besides supervising MBA projects and doctoral students. She has a vast academic experience with over 15 years of teaching experience. Following her expertise and experiences in teaching and mentoring, she was one of the nominees for the National Outstanding Educator Award 2022. She has also taught various marketing-related modules including global marketing and services marketing in dual award programmes awarded by University of Hertfordshire, UK and leading contemporary modules such as social media analytics in fully online MBA programme at private universities in Malaysia.
She has been actively involved in student recruitment, marketing, international partnerships, curriculum design, mentoring students in work-based learning and event-based learning projects and consultancy work for SMEs. She is passionate in socio-environmental projects and has worked with a number of NGOs including World Wildlife Fund (WWF), Ecotourism & Conservation Society Malaysia, Kechara Soup Kitchen and Raleigh Å·ÃÀ¾ÞÈé.
Research areas
Diana’s areas of research include:
- sustainable tourism
- green consumption behaviour
- ecotourism marketing
- social, environmental and ethical consumerism
- circular tourism economy in destination management
- services management
She has published numerous articles, book chapters and presented her research outputs at various national and international conferences. She also contributes to journals as peer reviewer and editor and has won several research grants including the Fundamental Research Grant Scheme from the Ministry of Higher Education, Malaysia. She has strong penchant for collaborative work, actively engaging with external networks, including her active participation at international level with researchers from Malaysia, Japan, Indonesia and Thailand.
External activity
- Reviewer (Journal of Cleaner Production; British Food Journal; Journal of Ecotourism; Environment, Development and Sustainability; Humanities and Social Sciences Communications etc)
- Track chair of international conferences
Publications
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