University of Nottingham Malaysia
Nottingham University Business School

Image of Dilip S. Mutum

Dilip S. Mutum

Associate Professor of Marketing, Divisional Director of Leadership, Management and Marketing, Faculty of Social Sciences



Dilip S. Mutum is Associate Professor of Marketing and Divisional Director for Leadership, Management and Marketing at Nottingham University Business School (NUBS) Malaysia.

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; International Journal of Islamic and Middle Eastern Finance and Management and Asian Journal of Business Research.

Expertise Summary

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

Teaching Summary

Dilip is currently teaching the following modules (2020-2021):

  • Branding and Advertising (BUSI2095) BSc - Autumn Semester
  • Marketing and Society (BUSI3070) - BSc - Autumn Semester
  • Marketing - MBA - Autumn Semester
  • Business to Business marketing (BUSI4508) - MSc - Spring Semester
  • Marketing Analytics (BUSI2155) - BSc - Spring Semester
  • Consumers and Markets (BUSI063) - BSc - Spring Semester

He has taught the following modules previously (2014-2019)

  • Strategic Management: Process and Practice (BUSI3132) - BSc - Autumn Semester
  • Contemporary Themes in Marketing - MBA
  • Essentials of International Marketing (BUSI4234) - MSc
  • Managing the Marketing Mix - BSc
  • Business Ethics - BSc
  • International Business - BSc
  • International Business Strategy - BSc
  • NAA Module - UG Business Studies for Non-Business Student (Session on Marketing).

Research Summary

Collaborator in Interdisciplinary Research Programme Grant (IIRG), University of Malaya.

Title: Optimisation of biogas production from palm oil mill effluent (pome) using ir4.0 for positioning as a higher value renewable energy (re) resource in Malaysia

Sub-Programme Title: Technological adoption Of Ir4.0 Practices In Biogas Production

Selected Publications

Past Research

Fundamental Research Grant Scheme (FRGS) 01/08/2016 - 30/01/2019 Reference Code FRGS/1/2016/SS01/UM/02/5 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

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.

Consultancy research project for Malaysian Nuclear Agency. Completed October 2015. In association with Dahan Tech. Malaysia. Title of Research Project: Replacing PVC with Thermoplastic elastomers (TPE) in medical applications.

Consultancy research project for Consultant, Communication and Cultural Innovation and Support, University of Malaya (CCISUM). August 2014 to Sept. 20014. To analyse, develop and strategize marketing procedures and projects within the CCISUM unit

Social Media for Business and Community Engagement: Enhancing business engagement at Coventry University. (19th July, 2012 - May 2013). 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

Blended Learning Project (26 May 2010 - left project September 2011). 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.

PhD Research, 2011. 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 (2003 -2005). Funded by Faculty Research Grant, Universiti Utara Malaysia.

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

Make an enquiry