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Dr Moniruzzaman  Sarker PhD, MBA, BBA

Assistant Professor of Marketing Analytics

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Dr Moniruzzaman Sarker is an Assistant Professor of Marketing Analytics and Head of Management, Marketing and Analytics (MMA) unit within the Business School at University of Southampton Malaysia. He has been actively engaged in teaching, research and training since 2009. He obtained his PhD in Marketing from the Faculty of Business and Accountancy, University of Malaya (UM), Malaysia, and MBA, BBA in Marketing from the Faculty of Business Studies, University of Dhaka, Bangladesh with recognition. As an academic, he has taught multiple courses at both undergraduate and graduate levels, as well as providing training on quantitative research methods using SEM tools. Besides, He supervises PhD, Master and Bachelor students.

During his PhD, Dr Sarker developed an alternative service brand equity model called the “consumer-based service brand equity (CBSBE) model” with a focus on airline service and has been continuing his research centered around consumer experience and behaviour. He has been currently involved in a few research projects related to customer engagement, consumption values, value-cocreating experience, cyber security, etc. His research works have appeared in the Journal of Retailing and Consumer Services, International Journal of Consumer Studies, Journal of Hospitality and Tourism Management and Tourism Management Perspectives, amongst others.

Before joining the University of Southampton Malaysia in January 2022, Dr Sarker held academic positions at several universities in Malaysia and Bangladesh. Dr Sarker started his teaching career as a lecturer in the BBA program at Cambrian College Campus, Bangladesh (Limkokwing University Malaysia’s global partner) from March 2009 to October 2009. After that, he worked in several academic positions in marketing at Daffodil International University (DIU), Bangladesh and United International University (UIU), Bangladesh. Before he started PhD at the University of Malaya (UM) in 2016, he had been working as an Assistant Professor of Marketing since 2013 at UIU. After completing the PhD, he joined the Department of Marketing Strategy & Innovation, Sunway University Business School, Sunway University, Malaysia in September 2020 as a Lecturer. 

Dr Sarker is also the program lead of BSc Management and co-ordinator of the Research Sharing Session (RSS) at Southampton Malaysia Business School. He has been organising seminars, open discussions, and workshops related to research to foster a research environment within the business school.   

Research interests

Dr Sarker’s research interest revolves around but is not limited to Consumer experience and behaviour, Technology (IoT)/Artificial intelligence/Virtual reality/Augmented reality in customer experience, Sustainable consumption behaviour, Value co-creation, Social media engagement, Transportation services, Travel and tourism services.  

  • Head of Academic Unit (HoAU), Management, Marketing and Analytics (MMA) within Business School at the University of Southampton Malaysia (UoSM), November 2022 to ongoing
  • Program Lead, BSc Business Management (UoSM), November 2022 to ongoing 
  • Coordinator, Southampton Malaysia Business School, Research Sharing Session (SMBS RSS) University of Southampton Malaysia (UoSM), June 2022 to present  
  • Member of Cross-Programme Module Optimisation Committee, Student Assessment Coordination Committee, UG Accreditation Committee at SMBS, UoSM, 2022 to ongoing  
  • Speaker for Business talk at UoSM open day January 2022 to present  
  • Coordinator, Research Sharing Session in the Department of Marketing, SUBS, Sunway University, 2021 to 2022  
  • Committee Member of BBS Program, Sunway University 2021 to 2022  
  • Committee member of School Research and Enterprise committee, Sunway University, 2021 to 2022  
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Dr Sarker authored several research articles and book chapters in reputed journals and publishers. A detailed list of his publication can be found on Google Scholar.

Undergraduate and Postgraduate Level Teaching:

  • Marketing Research/Research Methodology  
  • Marketing Analytics  
  • Consumer Insight  
  • Marketing in the Digital Age  
  • Digital Strategic Marketing  
  • Operations Management  
  • Strategic Brand Management  

Prospective PhD candidates:

Dr Sarker supervised several research projects at the postgraduate and undergraduate levels. Although his research expertise lies mostly in quantitative research methods, candidates who are interested in doing mixed-method research also can reach out to me. 

Dr Moniruzzaman Sarker
Assistant Professor of Marketing Analytics
Head of Management, Marketing and Analytics (MMA) Unit
Program Lead, BSc Business Management
Southampton Malaysia Business School
University of Southampton Malaysia

C0301, C0302, C0401, Blok C Eko Galleria
Jalan Eko Botani 3, Taman Eko Botani
79100 Iskandar Puteri
Johor, Malaysia


Room number: 3L029 Academic Suits, UoSM

Dr Moniruzzaman Sarker's personal home page
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