Professor Datin Paduka Dr. Samsinar Md Sidin - UNIRAZAK

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PhD Supervisor Profile


PROFESSOR DATIN PADUKA DR. SAMSINAR MD SIDIN graduated with Bachelor of Business Administration (BBA) from Western Michigan University (1984), Master of Business Administration (MBA) (1986) and Doctor of Philosophy (PhD) in Business Administration from University of Arkansas, USA (1994). She graduated with honours (Cum Laude) and was the recipient of the Wall Street Journal Award for Best Student in Economics. She also graduated in the top five and was nominated to represent University of Arkansas for the George Hay Brown Award for excellence in Marketing at graduate level in her MBA program. She was conferred with the honour Darjah Kebesaran Sultan Sharafuddin Idris Shah (D.S.I.S) by the Sultan of Selangor, Malaysia (2017). She is also a member of Yayasan Telekom Malaysia (TM) Board of Trustees and a council member of Malaysia Qualifications Agency (MQA) and Vice Chancellors’ Council for Private Universities (VCCPU).

Professor Samsinar is currently the Vice-Chancellor of Universiti Tun Abdul Razak (UNIRAZAK). Previously she was the Deputy Vice Chancellor (Academic and Student Affairs) since January 2015. Prior to this appointment, Professor Samsinar has been with Universiti Putra Malaysia (UPM) since 1984. During this period, she has been actively involved in teaching, research and administration. She has extensive teaching experience in Marketing and Management at undergraduate and graduate levels. Eighteen PhD students have since graduated under her supervision, and several are still in the process.

At UPM, Professor Samsinar was appointed as Head of Management and Marketing Department (1998), then as Deputy Dean (Academics and Student Affairs) Faculty of Economics and Management in 2004. She was later appointed Director of Corporate Planning Division for UPM in January 2007, where she oversees the strategic planning and future directions of the university. Her appointment as Dean, Graduate School of Management (GSM), UPM (2008-2009) saw her leading the GSM team for a very important and challenging task of getting GSM to greater heights, and maintaining the ‘Top Business School’ status in Malaysia. Together with her team, Professor Samsinar has successfully made UPM as the first university in Malaysia accredited by world renowned and prestigious Association of American Collegiate Schools of Business (AACSB) in 2012.

Professor Samsinar is an active and productive researcher. She has successfully completed more than thirty (30) research projects and is currently leading several research projects. Her major research areas include consumer behaviour, family decision making, branding and brand index, tourist behaviour, entrepreneurship, and supply chain management. To-date she has published and presented her research findings in more than one hundred (100) major national, regional and international journals and conferences. She has co-authored three (3) books and wrote fourteen (14) chapters in several books.  She also has several patents in construct measurements, and won numerous Gold, Silver and Bronze Medals at UPM’s Invention and Research Exhibitions.

Her reputation as a resource person in marketing and management has also been recognized as she was appointed as program external assessor and advisor, promotion external assessor as well as external examiners of PhD theses by various universities.  Internationally, she was appointed the Track Chairs in the International Conferences and as a panellist in sessions discussing consumer behaviour at national and international workshops and conferences. 

Professor Samsinar is very passionate about quality of higher education. She has been involved in Lembaga Akreditasi Negara (LAN), now Malaysia Qualification Agency (MQA) for many years in different capacities. She was a Panel member for program and institutional accreditations and was instrumental in developing the standards for Business discipline.  She has served as Accreditation Committee Member (Arts) since 2009 and later as the Deputy Chairman (2015-2019). Professor Samsinar has also involved herself with AACSB. She is one of the first Malaysian to initiate AACSB to Asia as she was working with the AACSB management team in Tampa, Florida. She is currently the AACSB Mentor for Universitas Indonesia and was the mentor for Hanyang University (ERICA Campus) Business Schools. As a Mentor, she assists the Business Schools in these universities in assessing their current situation and developing strategies to improve their performance.

Professor Samsinar has also established good networking with Marketing and Management academicians in Malaysia. As for her contributions to the Marketing discipline and the society at large, Professor Samsinar has associated herself with the Malaysian Association of Consumer and Family Economics (MACFEA) and Institute of Marketing Malaysia (IMM). She has been engaged as a Trainer for several major organizations in Malaysia and has also shared her knowledge and experience in consulting projects.

Academic Qualification

B. of Business Administration, (Marketing & Economics), Western Michigan University, U.S.A, 1984

M. of Business Administration, University of Arkansas, U.S.A, 1986

PhD in Business Administration, University of Arkansas, U.S.A, 1994

Academic Involvement

Vice Chancellor, University Tun Abdul Tazak (UNIRAZAK), 2018-present

Acting Vice Chancellor, University Tun Abdul Tazak, 2018

Member,Board of Trustee, Yayasan Telekom Malaysia, 2018-present

Covering Duty for Vice Chancellor, University Tun Abdul Razak, 2017-2018

Deputy Vice Chancellor, University Tun Abdul Tazak (UNIRAZAK), 2015-2017

Mentor, Universitas Indonesia, 2015-present

Mentor, Hanyang University, South Korea, 2015-2019

Research and Publication

Samsinar Md. Sidin, Catarina Tully, (2019), “Rethinking Higher Education in Malaysia: Strategic Foresight Addressing Critical Factors to 2030”, UNIRAZAK. 

Leow Chee Seng, Samsinar Md. Sidin, Vincent Tan, (2016), Selling with Heart and Soul, Academy of Human Behaviour, UK

Mohd Shahwahid, H.O., Samsinar, M.S., Sanbasivam, M, Ho, J.A. Tee, K.K., Teoh, Kenny, G.C., R. Yusof, Mohd Saat, N., Kaliappan, S.R., Ahmed Razman, A.L.,(2013), Journey of Passion: UPM’s AACSB Story, McGraw Hill Education, Kuala Lumpur

Hermawan Kartajaya and Samsinar Md Sidin, (2011), “Marketing in Venus: Perspectives from the Heart”, UPM Press.

Samsinar Md. Sidin, (2010), “Family Decision Making: Current Issues and Future Challenges”, UPM Press.

Professional Memberships

Member, of Yayasan Telekom Malaysia (TM) Board of Trustees (2018 – Present)

Vice Chancellors, Council for Private Universities (VCCPU) (2018 – Present)

Council member, Malaysia Qualifications Agency (MQA) (2015 – 2019)

Committee Member, Economics dan Management Cluster, Majlis Profesor Negara (MPN) (2012 – 2016) 

Council Member, Institute of Marketing Malaysia (2008 – 2017)

President, Parent-Teacher Association (PTA), Sekolah Seri Puteri, Cyberjaya, Selangor (2014)

Committee Member, Parent-Teacher Association (PTA), Sekolah Seri Puteri, Cyberjaya, Selangor (2010- 2013)

Vice President, Malaysian Association of Consumer and Family Economics (2000 – 2002)


Development of Satisfaction Index for Banking Industry in Malaysia Asian Institute of Finance , 2010-2011

Petronas Fee Analysis to Vendors Client: Association of Petronas Dealers (PESAMP), 2008

Fish Marketing in Malaysia Client: Government of Malaysia, 1998-2000

Consumers’ Perceptions of Clarified Fruit Juice Client: Government of Malaysia, 1998-1999

Performance Evaluation of Local Vendors in the Automotive Industry Client: Perbadanan Usahawan Nasional Berhad, 1996

GREAT Grand Research Title

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Doctor of Philosophy

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