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Staff Profile

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Dr Ivon Lim Tze Yin

Course Director - Postgraduate, 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

Office No:+60 82 260 715
Fax No:+60 82 260 815
Room No: B340
Email: tzlim@swinburne.edu.my
Google Scholar     ORCID

Biography

Dr Ivon is currently the Course Director for Postgraduate (Business).  Dr Ivon 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. 

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

Research Interests

Dr Ivon’s 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

Postgraduate level: Marketing Management, Management Analysis and Problem Solving

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).

Training & Consultancy

2021-2022: Ministry of Tourism, Arts and Culture (MTAC), Beyond Tradition: Experiential Tourism in Bau, Sarawak. (Co-consultant with Sarawak Research Society).

2021-2022: Ministry of Tourism, Arts and Culture (MTAC), Borneo Cultures Museum Marketing Strategies, Domestic & International Events. (Co-consultant with Sarawak Research Society).
 
  • Research Outputs

Research Outputs

  • Journal Article: Adruce, S.A.Z., Ting, H., Phua, C.H., Lim, T.Y., & Kihcin, S. (2021). Visit, Revisit, or Stay Longer? A Case of Emerging Tourism Destination. Asian of Business Research, 11(2), 122-136.
  • Journal Article: Lim, T-Y., Lim, B. C-Y., Leong, C-M., Le, A. (2021). Finish Your Plate! Food Disposition Behaviour among Late Adolescents, British Food Journal, https://doi.org/10.1108/BFJ-03-2021-0329
  • Journal Article: Ing, P., Hsin-Yin, L., & Tze-Yin, L. (2020). The Effects of Construal Level and Donation Magnitude: The Case of Cause-Related Marketing. Asian Journal of Business Research, 10(3), 133.
  • Journal Article: Ing, P., Osman, Z., & Tze-Yin, L. (2020). Marketing Mix and STP Strategies: An Exploratory Study into Grocery Retailers in Malaysia. Asian Journal of Entrepreneurship, 1(4), 129-143.
  • 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: Phang, G., Osman, Z., & Lim. T. Y. Marketing Mix and STP Strategies: A Qualitative Inquiry into Grocery Retailers in Malaysia. In: Conference proceeding at the First International Conference on Entrepreneurship and Small business (ICES2020), 25-26 November 2020.
  • 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.