Staff Profile

We follow set of rules and regulations in our administrative, operational and academic functions

Ms.Cynthia Phang Su Chen

Lecturer in Marketing
MBA, BSc (Hons) (MIS)

Faculty of Business, Design and Arts

Office No:+60 82 260 976
Fax No:+60 82 260 815
Room No: B336
Email: cscphang@swinburne.edu.my
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Ms Cynthia Phang Su Chen is a Lecturer in Marketing specialising in consumer behaviour and international marketing. She obtained her MBA from Sungkyunkwan University, South Korea, with a thesis on “Country of Origin and Ethnocentrism of Malaysian Consumers.” She is proficient in Korean as she has studied Korean language at Wonkwang University, South Korea. Prior to her expedition to the Northeast Asia, she studied information technology (IT) and information management in Malaysia and the United Kingdom.  She is currently pursuing her doctoral studies with Swinburne University of Technology and is expected to complete in 2021.

Research Interests

Consumer Behaviour
International Marketing
Digital technologies for marketing
Strategic marketing

Teaching Areas

Marketing, Integrated Marketing Communication, Branding Innovation and Design, Marketing Channel Design and Integration, Selling and Sales Management, Strategic Marketing, Developing Marketing Skills

Recent Research Grant

2018: How does culture retention and national and global acculturation affect consumer brand attitude and choice, Swinburne Research Micro Fund

2017: Materialism and Conspicuous Consumption Amongst Young Adults in Malaysia From The Perspective of Hedonic and Utilitarian Dimensions, Swinburne Research Micro Fund
  • Research Outputs

Research Outputs

  • Journal Article: Morteza Namvar, Jacob L. Cybulski, Cynthia Su Chen Phang, Yaw Seng Ee, Kevin Tee Liang Tan (2018). Simplifying Sensemaking: Concept, Process, Strengths, Shortcomings, and Ways Forward for Information Systems in Contemporary Business Environments. Australasian Journal of Information Systems, [S.l.], v. 22. DOI:http://dx.doi.org/10.3127/ajis.v22i0.1654.
  • Journal Article: Gaurav Gupta, Kevin Tee Liang Tan, Yaw Seng Ee, Cynthia Su Chen Phang (2018). Resource-Based View of Information Systems: Sustainable and Transient Competitive Advantage Perspectives. Australasian Journal of Information Systems, [S.l.], v. 22. DOI:http://dx.doi.org/10.3127/ajis.v22i0.1657.