Swinburne University of Technology Sarawak Campus

Dr. Ivon Lim Tze Yin

Lecturer, Business
PhD in Marketing(UNIMAS), Master Degree in Business Administration (UNIMAS), Bachelor Degree in Business Administration (Major in International Business) (Hons) (UUM)

Faculty of Business, Design and Arts

Fax No:+60 82 260 815
Room No: B340
Email: tzlim@swinburne.edu.my


Ivon Tze Yin Lim holds her PhD in Marketing at the Faculty of Economics and Business of Universiti Malaysia Sarawak (UNIMAS) in 2020. She graduated with a Bachelor Degree in Business Administration (Major in International Business) (Hons) from the Northern University of Malaysia in 2002, and a Master Degree in Business Administration from UNIMAS in 2013.

Ivon Lim has had extensive industrial experience as a business development executive and head of a branch for 15 years with local and multinational companies – before joining the educational industry in the year 2015.

Research Interests

Ivon Lim research interests are within segmentation marketing, where she is particularly interested in the studies of generational cohort and psychographic segmentation in Marketing.  Besides, she is also interested in the research of consumer behaviour, integrated marketing communication, services marketing, and general domain in management. She is familiar with qualitative and mix-methods research methodology in research design.

Teaching Areas

Undergraduate level: Marketing Strategy and Planning, Product & Service Innovation Management, Integrated Marketing Communication, Innovative Branding.

Professional Membership

Committee Member, Sarawak Research Society

Research Grant

Dasar Pertanian Negeri Sabah 3, DPNS3 (2014) in collaboration with Universiti Malaysia Sabah, Sabah. (Research Project Member).

Research grant scheme: Generational cohort index profile for Malaysia (2015), UNIMAS. (Research Project Member).
  • Research Outputs

Research Outputs

  • Journal Article: Ting, H., Lim, T. Y., de Run, E. C., Koh, H., & Sahdan, M. (2018). Are we Baby Boomers, Gen X and Gen Y? A qualitative inquiry into generation cohorts in Malaysia. Kasetsart Journal of Social Sciences, 39(1), 109-115.
  • Conference Proceeding: De Run, E. C., Ting, H., Lim, T. Y., Koh, H., & Sahdan, M. (2016).  Do We Have Baby Boomers, Gen X and Gen Y? A Preliminary Study to Explore Generation Cohorts in Malaysia. In: Conference proceeding at the Sixth Asia Pacific Marketing and Management Conference (APMMC-6), 16-18 March 2016.