Curriculum Vitae

DR. SERRENE LEONG

Senior Lecturer
  • Department of Management & Marketing
    Faculty of Business and Economics
  • serrene
  • 03-7967 5414

AREAS OF EXPERTISE

  • DEVELOPMENT
    Entrepreneurship Development and Start Ups
  • ENTREPRENEURIAL STUDIES
    Poverty Alleviation Through Entrepreneurship
  • MARKETING
    Digital Marketing
  • EMPLOYEE DEVELOPMENT
  • BRANDS MANAGEMENT
  • CORPORATE ENTREPRENEURSHIP

ACADEMIC QUALIFICATION

  • B.ARTS(HUMAN RESOURCE), (Arts)
    Universiti Malaya (UM)
  • PHD(ECONOMICS), (Economics)
    Soka University, Japan
  • M.ARTS(ECONOMICS), (Economics)
    Soka University, Japan

ADMINISTRATIVE DUTIES

  • Director
    01 Feb 2024 - present (Bahagian Pembangunan Profesional & Jaringan Industri, Deputy Vice-Chancellor (Academic and International))
  • Head
    03 Jul 2023 - 31 Jan 2024 (Industry Engagement, Community and Students Holistic Development Division, Deputy Vice-Chancellor (Academic and International))
  • Supervisor
    09 Oct 2023 - 21 Jan 2024 (University Malaya)
  • Supervisor
    10 Nov 2023 - 19 Jan 2024 (University Malaya)
  • Committee Members
    23 Oct 2023 - 06 Dec 2023 (International)
  • Head Coordinator
    02 Nov 2021 - 01 Nov 2023 (Department)
  • Course Coordinator
    02 Nov 2021 - 01 Nov 2023 (Department)
  • Fellow
    01 Feb 2022 - 07 Nov 2022 (University Malaya)

MEMBERSHIPS

  • HONORARY MEMBER, BUSINESS NETWORKING CLUB, MEMBER
    2024 to present (National)
  • EDITOR FOR E-JURNAL CITRA KEMANUSIAAN, ASSOCIATE EDITOR
    2021 to 2023 (University)
  • AHLI JAWATANKUASA KURSUS UNIVERSITI DI CITRA, MEMBER
    2021 to 2023 (University)
  • EDITOR FOR JOURNAL OF STUDENT HOLISTIC AND ACADEMIC ENRICHMENT (JSHAE), ASSOCIATE EDITOR
    2021 to 2022 (University)
  • HEAD OF BULETIN, EDITORIAL BOARD
    2021 to 2022 (University)
  • EDITOR IN CHIEF FOR BULETIN MAGAZINE, EDITORIAL BOARD
    2021 to 2022 (University)
  • AHLI JAWATANKUASA PEMANTAUAN FAIL-FAIL KURSUS UNIVERSITI CITRA, COMMITTEE MEMBER
    2021 to 2022 (University)
  • TASK FORCE 15: STUDENT'S START UP, MEMBER
    2021 to 2021 (University)
  • EDITOR IN CHIEF FOR CITRA'S BULLETIN (VALUES), CHIEF EDITOR/ EDITOR IN CHIEF
    2021 to 2021 (University)
  • AHLI JAWATANKUASA KELESTARIAN CITRA, COMMITTEE MEMBER
    2020 to 2021 (University)

PUBLICATIONS

Article in Journal
WoS
  1. Hong Shan, Liu; Cheah, Kenny S. L.; Leong, Serrene (2023). Leading Generation Z's Financial Literacy Through Financial Education: Contemporary Bibliometric and Content Analysis in China, SAGE OPEN. 13(3). doi:10.1177/21582440231188308
Others
  1. Feng, L., S.L Cheah, K., & Leong, S. (2024). Unveiling the Nexus: A Conceptual Framework of Entrepreneurship Education, Self-Efficacy, and Intentions. Asian Journal Of Research In Education And Social Sciences, 6(2), 1004-1014. Retrieved from https://myjms.mohe.gov.my/index.php/ajress/article/view/26761
  2. Lili, F., Leong, S., & S.L Cheah, K. (2024). Deciphering Entrepreneurial Pathways: Understanding Entrepreneurship Education, Self-Efficacy, and Intentions. Asian Journal Of Research In Education And Social Sciences, 6(2), 150-161. Retrieved from https://myjms.mohe.gov.my/index.php/ajress/article/view/26661
  3. Shuang, Z., Leong, S., & Cheah, K. S. (2024). Nurturing Growth: Challenges and Strategies of Paternalistic Leadership in Facilitating Teacher Development in Qingdao, Shandong Province. Asian Journal of Research in Education and Social Sciences, 6(3), 461-473.
Books
  1. Alagappa, P.N., & Leong, S. (2022). Problem-based Learning In Entrepreneurial Education - A Case Study (pp. 396-427). Personalised Learning. Pusat Pembangunan dan Penambahbaikan Akademik (ADeC).

ACADEMIC/PROF. SERVICES

Evaluation
  1. (2023) Panel Examiner for Phd Candidate, Zhang Ye On "Principals Technology Leadership and Teachers' Digital Literacy Among Selected Private Secondary Schools in Shandong Province, China", University, (Internal Examiner)
  2. (2022) Leadership: Between Maimonides and Spinoza, Paper Id: 2330361, National, (Reviewer)
  3. (2022) Editor for Journal of Student Holistic and Academic Enrichment (Jshae), University, (Internal Evaluator)
  4. (2021) Conceiving Pedagogical Leadership Through Theoretical Lens (2017-2021) (Paper Id: 2330311), National, (Reviewer)
  5. (2021) Conceiving Pedagogical Leadership Through Theoretical Lens (2017-2021) (Paper Id: 2330311), National, (Reviewer)
Contribution to event
  1. (2021) Sustainable Development Goal 3 Healthy Lives Online Course, International, (Panelist/Moderator)
  2. (2021) Sustainable Development Goal 3 Healthy Lives Online Course, International, (Panelist/Moderator)
  3. (2021) Marketing Your Business in The Midst of Covid-19: Tips to Stay Afloat, University, (Panelist/Moderator)
  4. (2020) Pitching Competition of Tomorrow S Entrepreneur, University, (Panelist/Moderator)
Mentoring
  1. (2024) Ministry of Higher Education, University-Community Social Enterprise (Ucse) & University Social Enterprise Competition (Usec), National, (Mentor)
  2. (2024) Entrepreneur Mentor for Gku1001, Entrepreneurship, Muhammad Ammar Haikal Bin Md Razib (U2101574), University, (Co-curriculum Advisor)
  3. (2024) Recycling and Waste Reduction, Research Project for Gki1001, University, (Co-curriculum Advisor)
  4. (2023) Mentor Usahawan, University, (Mentor)
  5. (2021) 2021 Uaited Innovation Competition by University Alliance in Talent Education and Development, Uaited, International, (Mentor)
  6. (2021) 2021 Uaited Innovation Competition by University Alliance in Talent Education and Development, Uaited, International, (Mentor)

SUPERVISION

Postgraduate Student
  1. (2024) Paternalistic Leadership and Teachers’ Professional Development in Qingdao, China, SHUANG ZHAO
  2. (2024) Leading Financial Literacy among Generation Zs through Financial Planning Firms: A Case Study in Shan Dong China, HONGSHAN LIU
  3. (2024) EXPLORING LEGAL EDUCATION: INSIGHTS FROM FACULTY LEADERS PRACTICES AND STUDENT CAREER READINESS AMONG SELECTED LAW FACULTIES IN HENAN’S PUBLIC UNIVERSITIES, CHINA, YUQING CHANG
  4. (2024) EXAMINING DIGITAL MARKETING STRATEGIES FOR MARKET ENTRY IN MALAYSIA: A CASE STUDY ON A CHINESE MULTINATIONAL COMPANY IN SHOPEE, WEIZHENG YE
  5. (2024) THE IMPACT OF TEACHER LEADERSHIP ON THE READING FOLLOWED BY WRITING PROGRAM AMONG ENGLISH DEPARTMENT TEACHERS IN A CHINESE SENIOR HIGH SCHOOL, SUN FEI
  6. (2024) EXPLORING ACADEMIC LECTURERS' ROLE, CHALLENGES, AND STRATEGIES IN PROMOTING FINANCIAL EDUCATION: A MALAYSIAN UNIVERSITY CASE STUDY, CHENG HONGKUAN
  7. (2024) EFFECTIVE APPROACHES TO PROMOTING TEACHER LEADERSHIP IN EFFECTIVE TEACHING AND LEARNING, WEI YANTONG
  8. (2024) IMPACT OF ZHEJIANG'S REGIONAL DEVELOPMENT ON ENTREPRENEURSHIP EDUCATION IN HIGHER VOCATIONAL COLLEGES, FENG LILI
  9. (2024) Market Analysis And Recommendations Based On Luckin Coffee Inc., ZHENG YUXIAN
  10. (2024) How Enterprises Can Improve Their Core Competitiveness, MA YICHEN
  11. (2024) Analysis Of Factors Affecting Consumer Online Shopping Purchase Intention, HONGYI ZHANG
  12. (2022) The Factors That Influence Chinese Consumers Purchase Intentions In Living Streaming Shopping, ZONG YI RAN
  13. (2021) Factors Affecting Entrepreneurial Intentions Amongst Students, MD AKRAMUL KARIM
  14. (2020) The influence of corporate leadership on job satisfaction among Gen Y in Malaysia, NG FEI CHING

TEACHING

Bachelor
  1. (2024) GIG1003 - Basic Entrepreneurship Culture
  2. (2024) GFX0040 - Digital Marketing 101
  3. (2023) GIG1003 - Basic Entrepreneurship Culture
  4. (2023) GFX0040 - Digital Marketing 101
  5. (2022) GIG1003 - Basic Entrepreneurship Culture
  6. (2022) GIG1003 - Basic Entrepreneurship Culture
  7. (2021) GIG1003 - Basic Entrepreneurship Culture

PATENT/IPR

  • CONTINUING PROFESSIONAL DEVELOPMENT IN ENTREPRENEURSHIP EDUCATION
    COPYRIGHT