University of Nottingham Malaysia
Nottingham University Business School

Image of Dilip S. Mutum

Dilip S. Mutum

Associate Professor of Marketing, Faculty of Social Sciences



Dilip S. Mutum is Associate Professor of Marketing at the Nottingham University Business School (NUBS). He is the Disability Liaison Officer in the Business School and a member the of Student Competition Mentoring Group (Mentors+) as well as the Information and Communications committee. He is also member of MINDSET Research Centre.

Prior to joining NUBS in 2014, he was attached with the Coventry Business School, Coventry University, UK, as a Lecturer in Marketing and Advertising. He has also worked previously as a tutor at the Warwick Business School, University of Warwick and as a lecturer with Universiti Utara Malaysia (2002-2006).

He has a PhD in Marketing from the Warwick Business School, University of Warwick and is a Fellow of the Higher Education Academy (UK). Dilip is a HRDF Certified Trainer.

Before deciding on an academic career, Dilip has worked with various organisations in different capacities. This includes a short stint as a Sub-editor with The South Review magazine and as the Communications Officer for Consumers International - Asia Pacific office.

Dilip is on the editorial boards of the International Journal of Services, Economics and Management (IJSEM); International Journal of E-Services and Mobile Applications (IJESMA), The Bottom Line and International Journal of Islamic and Middle Eastern Finance and Management.

Expertise Summary

Dilip's research interests include digital consumption, social networking, customer relationship management, and sustainable marketing. His primary expertise lies in search engine optimisation and social media marketing. He is an avid blogger and social media enthusiast. His Twitter profile (@admutum) has over 9K followers.

Teaching Summary

At NUBS, Dilip teaches marketing modules besides joint teaching on a strategic management module.

Dilip is currently leading the following modules (2018-2019):

  • Branding and Advertising (BUSI2095) BSc - Autumn Semester
  • Marketing and Society (BUSI3070) - BSc - Autumn Semester
  • Business to Business marketing (BUSI4508) - NEW MODULE - MSc - Spring Semester
  • Essentials of International Marketing (BUSI4234) - MSc

He is also co-teaching the following modules:

  • Consumers and Markets (BUSI063) - NEW MODULE - BSc - Spring Semester
  • Strategic Management: Process and Practice (BUSI3132) - BSc - Autumn Semester

He has taught the following modules previously (2014-2018)

  • Contemporary Themes in Marketing - MBA - Canceled Module
  • Managing the Marketing Mix - BSc - Canceled Module
  • Business Ethics - BSc
  • Marketing - MBA
  • International Business - BSc
  • International Business Strategy - BSc
  • NAA Module - UG Business Studies for Non-Business Student (Session on Marketing).

Research Summary

Fundamental Research Grant Scheme (FRGS) Ongoing

Reference Code FRGS/1/2016/SS01/UM/02/5

Selected Grant FRGS 2016-1

Title Of Research Project: Green consumer behaviour and antecedents: Developing a profile of green consumers in Malaysia and implications

Keywords: Sustainable Consumption, Religiousity, Consumer Behaviour, Psychographic Profile, Green Consumer, Lifestyle Profile, Green Consumers, Eco-friendly behaviour

Selected Publications

Past Research

Consultancy research for Salam Web technologies DMCC, Dubai, UAE. Completed 12/2018

Title: Browsers and integrated services

Consultancy research for Salam Web technologies DMCC, Dubai, UAE. Completed 1/2/2018

Title of Project: Defining the target groups of Muslim-friendly online (internet and apps) resources in Malaysia

Skim Geran Penulisan Kes (CWGS) 2016 - 2017

Title of Case Study Project: Customer retention in the age of social media: A case study of Maxis.

Keywords: Consumer Behaviour, Services Marketing, Customer Relationship Management.

Social Media for Business and Community Engagement:Enhancing business engagement at Coventry University

Looks at developing innovative methods of engaging the University with key business and community stakeholders and to evaluate the success of these new methods.

Funded by JISC (19th July, 2012 - May 2013).

Blended Learning Project

This project involves a benchmarking activity to establish current blended learning practices within WBS, the wider University, and other universities than Warwick; and also establish student perspectives of WBS's use, delivery and effectiveness of current blended learning tools, plus the student's own technology practices in their studies.

Funded by the Warwick Business School, University of Warwick (26 May 2010 - left project September 2011).

PhD Research

Dilip's PhD research at the Warwick Business School looked at the social, technological and individual factors that influence consumers to accept blogs. Furthermore, the research analysed consumer avoidance of sponsored posts within blogs.

A Study of Internet Users' Adoption of E-Commerce

Funded by Faculty Research Grant, Universiti Utara Malaysia (2003 -2005).

Nottingham University Business School

University of Nottingham Malaysia
Jalan Broga, 43500 Semenyih
Selangor Darul Ehsan

telephone: +6 (03) 8924 8000
fax: +6 (03) 8924 8019

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