Idola: Nabi Muhammad S.A.W


3 Ogos 1979

Temerloh, Pahang

Education Background:

Doctorate - PhD. Communication - Branding (UPM) - 2013

Master in Communication - M.A.HSc. (Comm. UIA) - 2006

Bachelor in Comparative Religion and Communication (hons.) (UIA) – 2003

Career Background:

Senior Lecturer DS51 Faculty of Applied Social Sciences - UniSZA

Ahli Jawatankuasa Projek FRGS B-F1 “Branding Index”

Manager Student Activities and Alumni Department.

Manager Graduate Affairs Department, Kolej Islam Antarabangsa Malaysia

Tim. Dekan Pusat Bahasa Komunikasi, Kolej Islam Antarabangsa Malaysia

Kordinator Fakultas Komunikasi, Universitas Islam Antarabangsa Jakarta

Pensyarah Kolej Islam Antarabangsa Malaysia

Pensyarah Technology Park Malaysia College

Penasihat, Kelab Debat dan Komunikasi Kolej Islam Antarabangsa Malaysia

Penasihat, IIC Alumni Association

Pengarah Istiadat Convokesyen 2008-2010, IIC

Penceramah, Motivasi di Eastana Event & Consultancy

Penceramah, Sesi Kesihatan Jemaah Haji Masjid Wilayah KL

Penceramah, Sesi Kesihatan Jemaah Haji Masjid Al-Hasanah Bandar Baru Bangi

Penceramah, "Program Empower", East Coast Economic Region (ECER)

Penceramah, Pertubuhan Kemajuan Sosial Malaysia. ECER Hulu Terengganu

Pengacara Rancangan TV "Chef Halal" (2012)

Jurucakap Produk Kesihatan SayHeart Singapore (2011)

Jurucakap Produk KOFAZ (2009/2010) – All One

Ahli Kumpulan Nasyid All One

Calon bagi Anugerah Industri Muzik Ke-16 - All One

Calon bagi Anugerah Nasyeed.Com - All One

Research Projects:

(1) FRGS Project (BF1) (2010 – 2011) – “Developing a new branding index in corporate communication for an Asian country” (Research Assistant).

(2) Research (2009 -2012) – “Leveraging country's reputation and nation brand index in Bandar Melaka: Potential strategies for developing Malaysian’s city brand index”.

(3) Project (2010): “Measuring Determinant of City Brand for Institutionalizing Strategic Communication: A Study of Malacca City”.

(4) Ph.D Proposal Dissertation (2010): “Measuring Determinants of City Brand: Investigating the Antecedents of Perceived Brand Personality Scale in Bandar Melaka (Bandaraya Bersejarah)

(5) New Research Project (2013 - 2014) – “Identifying the Determinant Attributes of Halal Brands Index (HBI) that Influence the Corporate Marketing Communication (CMC) in Malaysian Market”.

(6) New Research Project (2014) – “The upcoming of innovation: Integrating Technology and Human personality”.

Conferences and Proceedings:

(1) Zakiah, M. Othman, I. & Ahmad, M.F. (2010). “Halal Business Corporate Social Responsibility”. International University Social Responsibility Conference & Exhibition - IUSRCE 2010, PWTC Kuala Lumpur, UTM Skudai, Johor, Malaysia.

(2) Ahmad, M.F. & Abdullah. Z (2011). “Measuring Determinants of City Brand: A Varification Approach in the Corporate Communication Perspective in Malacca City”. MENTION 2011, UKM Bangi. Selangor, Malaysia.

(3) Ahmad, M.F., Abdullah. Z., Ezhar Tamam & Jusang Bulong (2012). “City Brand: An Application of Brand Personality Scale to Bandar Melaka”. 21st AMIC Annual Conference 2012, Concorde Hotel, Shah Alam, UiTM Shah Alam, Selangor, Malaysia.

(4) Ahmad, M.F., (2013). “The Stakeholder Interpretation of City Brand Personality Determinant for Strategic Communication”. Seminar Hasil Peyelidikan, Kementerian Pengajian Tinggi 2013 - Sains Sosial dan Kemanusiaan, 2 & 3 July 2013 at EDC Hotel, Universiti Utara Malaysia, UUM Sintok, Kedah, Malaysia.

(5) Ahmad, M.F., (2013). “The Antecedents of Halal Brand Personality in Malaysian Takaful Industry: A Preliminary Review”. 1st Insurance and Takaful International Symposium. 7th - 8th October 2013 at Puri Pujangga UKM Bangi, Selangor, Malaysia.

(6) Ahmad, M.F., (2013). “CSR implementation in Islamic Philanthropy: A Preliminary Review of Halal Brand Personality Concept in Malaysian Takaful Industry”. World Universities Islamic Philanthropy Conference 2013. 4th – 5th December 2013 at Menara Bank Islam, Kuala Lumpur, UiTM Shah Alam, Selangor, Malaysia.

(7) Ahmad, M.F., (2013). “The Issues of Future Innovation: Integrating Technology and Human Personality for Reputation Management”. 2nd International Management Conference 2013 IMaC'2013. 14th – 15th December 2013 at Taman Tamadun Islam, Kuala Terengganu, Terengganu, Malaysia, UniSZA Kuala Terengganu, Terengganu, Malaysia.

(8) Ahmad, M.F., (2013). “The Role of Halal Brand Personality Determinant in Malaysian Takaful Industry”. 2nd International Management Conference 2013 IMaC'2013. 14th – 15th December 2013 at Taman Tamadun Islam, Kuala Terengganu, Terengganu, Malaysia, UniSZA Kuala Terengganu, Terengganu, Malaysia.

(9) Ahmad, M.F., (2013). Halalan Taiyyban: The Application of Brand Personality in Malaysian Food Industry”. International Conference on Halal Global 2013. 15th – 16th December 2013 at Perdana Hotel, Kota Bharu Kelantan, UiTM Machang, Kelantan, Malaysia.


(1) Ahmad, M.F. (2006). Communication Technology and Organizational Performance: An Analysis of The IIUM Community’s Web Sites Usage and Perceptions. Research in Master Thesis IIUM Library. IIUM.

(2) Ahmad, M.F., Abdullah. Z, Tamam. E & Bolong. J., (2013). Determinant Attributes of City Brand Personality That Influence Strategic Communication. Canadian Social Science. Canadian Academy of Oriental and Occidental Culture. Vol. 9 No.2.

(3) Ahmad, M.F., Abdullah. Z, Tamam. E & Bolong. J., (2013). An Application of Brand Personality to City Brand for Strategic Communication. International Journal of Social Science Tomorrow. Society for Promoting International. Vol. 2 No.5.

(4) Ahmad, M.F., Abdullah. Z, Tamam. E & Bolong. J., (2013). Involving Internal Stakeholders in Developing City Brand Personality for Strategic Communication. Asian Social Science. Vol. 9 No.10.

Editorial Board Members:

(1) Editorial Board Members for the Journal of Basic and Applied Scientific Research – [ISI-Thomson] (13th November 2013), International Society Applied Sciences, Cairo, Egypt & United States of America (USA). - Global Impact Factor = 0.432

Invitation to Paper Review:

(1) Reviewer for the Journal of Place Management and Development – [Emerald insight Journal] (10th September 2013), Institute of Place Management, 1 Queen Anne's Gate, Westminster, London.

My Inspiration:

“The comprehensive excellence achievement is balancing of our life journey”

-Fazil, 2009-

“The requirement of comprehensive excellence achieved is balancing of our life journey” -Fazil, 2009-


1) Public Relations

2) Corporate Communication

3) Advertising

4) Branding & Reputation

5) Crisis Communication

6) Public Opinion & Propaganda

7) Islamic Studies

8) Moral Studies

9) English Language

Convo UIA'08

Thursday, August 25, 2011

Ph.D Tip: Getting Down to the Writing

Writing the dissertation requires preparation - of both the content and the writer. You must gather your ideas together, organize them, and be able to transfer your multidimensional intimacy with your topic to the one-dimensional framework of the computer screen or pad of paper. This is often one of the most difficult transitions to make, for you must first build up a structure and then tear it down and separate it into parts to make it fit the prescribed structure of an acceptable dissertation. Most graduate students are synthetic thinkers; that is, they are prone to thinking about the big picture. They love to roll ideas around and find all sorts of connections and combinations and links within the seemingly limitless realm of thinking. Generally, it is neither as interesting nor as easy to transfer the unlimited potential of your thoughts to the realm of words on paper.

When you are preparing to write a chapter or section of the dissertation, there are certain processes that can make it easier to begin and keep working:

1) Follow your own style - it's worked so far. Follow your own natural style of organizing information, within reason. Your usual style of reading, studying, and integrating information has served you well up to this point in your academic career. Now, in the home stretch, is not the time to radically change your organizing and writing style. Use what works for you and stay focused on completing this project as quickly as possible. Some graduate students view the dissertation as the time to rid themselves of all their bad work habits to finally reach the exalted place they've always aspired to be.

Allow me to suggest that you save the self-exaltation for after you obtain your Ph.D.

Until you have been awarded your degree, stay with what has worked well for you in the past. If you read best in bed at night, by all means keep doing that. If you write best first thing in the morning, keep doing that. If you like to have the radio on while you're piecing out a complex train of thought, leave it on. The dissertation is the time to keep on using what has worked for you so far. It's not the time to try to change yourself drastically

2) Get rid of negative feelings before you write. It's crucial that you've attended to any negative feelings and gotten them out of your way before sitting down to write. If you are feeling tired, depressed, angry, anxious, or upset- DO something to alleviate these feelings first so you can then have a more successful writing experience. One technique that I use quite often is to write a journal entry for about ten to fifteen minutes before starting to write. I find that this helps me dump out all my thoughts, worries, and mental wanderings, clearing my mind so there is space to focus on the writing task at hand.

3) Take time to review your notes before you start. In preparing to write, it is a good idea to take some time to review your notes and what you are planning to say. I suggest doing this for about fifteen to twenty minutes before your official writing time. If you work in the morning, for example, you might sit at your desk at 8:35 a.m. and read over your notes until 9 a.m. Then you'd start your official writing time, which might last until 9:30 a.m. After this, you might take a break for a few minutes, walk around, stretch, and then precede your next writing burst with a brief period of reading and reflection. When you are first sitting down to write, schedule shorter writing periods especially if you find writing to be difficult) and gradually work up from there. Remember, more hours spent in front of the computer do not automatically make the finished product better. If you can get a focused block of writing time and use it well, you can accomplish a great deal in smaller blocks of writing time, even fifteen to thirty minutes.

The longer you sit at the computer without writing, the more likely it is that your internal critic is censoring you. The more your critic censors you, the more difficult you'll find it to write. So if you're having problems finding the right words or nothing is coming out, shift your focus for a few minutes and then try again. There is nothing to be gained in focusing on how you should be writing something when you know you're not.

4) Start with what you know. Try starting with the section or idea with which you feel most comfortable. In every writing session, aim to draft at least half a page, no matter how terrible that half page might be. There is value in writing for the sake of writing, especially at first, and you might create nuggets that can be expanded in later sections.

5) Stay focused on what you've planned to work on. When you begin writing, stay focused on the section or chapter you're working on, and try not to get derailed by too many thoughts about random ideas. Having too many good ideas about the parts of the dissertation you're not currently working on might be an avoidance technique. You might want to keep a note pad by your computer so you can jot down your ideas and file them away for use later. Unless you are absolutely compelled to switch focus and move to a new topic or section, try to adhere to your original plan. Inspiration does strike, and should be welcomed. But overall, the main progress of the dissertation will often be more plodding and methodical.

6) Use visual aids and outlines to assist your writing.

Make use of your visual aids to assist in writing. If you made a Mind Map or outline of your section, go back and fill in as many details as possible. Refer to this map or outline periodically and aim to end each writing session by reaching a defined goal. The clearer you are about where you're going, the easier it will be to know when you've reached there.

7) When you're writing, just write.

I find that when I get into the writing zone, the words keep coming out of me and they flow easily. When I start to edit and revise in mid-sentence, the writing zone quickly disappears and is difficult to find again. I must stress that when you are writing, write! Aim to write as much as you can as fast as you can. When you are editing, edit! Do this carefully and thoughtfully. You will know the difference because the writing will flow more easily and you will be almost continuously typing when you are writing, *just* writing. When you are editing your writing as you write it, your time at the computer or desk will be marked by long pauses; little output; and a growing feeling of anxiety, worry, and, sometimes even dread. Remember: you cannot write quickly and edit at the same time. Writing and editing should be considered to be mutually exclusive for your purposes. Create a psychological or emotional writing space that allows you to explore your ideas without feeling they always have to lead to perfect, well-defined end points. If you have read enough and prepared an outline or map for your writing, sometimes you just need to step aside and allow the writing to come. The writing is not going to show up when your internal critic is judging every word you type. Writing is a creative process, and creation is often messy. The more you can allow the writing to be messy, the faster you will move to the place of a more refined product.

8) Leave your last sentence unfinished. Leave your last sentence unfinished so you can more easily pick up in mid-thought when you next return to writing. Most ABDs find it much more daunting to start on a new page or with a new paragraph compared to finishing up one they had already been working on. Each time you sit down to write, aim to work for at least ten to fifteen minutes at a time. If you think this doesn't sound like much time, you're right. But if you write - *just* write for the whole ten to fifteen minutes, you can easily write a page or more within that time frame. Then you can go out and do other things.

Remember, the dissertation is just a long paper. The more you can chip away at it by writing a little each day, the sooner you will get to the finish line.

9) Think less and write more. Rather than taking up all the valuable real estate in your very expensive brain by charting out the perfect pathway to a perfect dissertation that may never get written, why not do a bit more and think a bit less? When you're writing the dissertation, your main goal should be to fill as many pages with as good quality writing as you can, as quickly as you can. If you can't write fast and well, then at least write fast. Writing fast often turns out better than we expect, anyway. If you have taken the steps to outline your thoughts and you have read enough on the topic, the only goal you should have is to get as much of your knowledge out onto the screen or paper as quickly as you can.

10) The first draft need not be a masterpiece. Remember, the dissertation is not a masterpiece in the first draft. And it's not a work of pure fiction (we hope), so you don't have to worry about snazzy plot lines, intriguing climaxes, or the ideal amount of tension between your characters. Since the dissertation is a piece of formal academic writing, you will need to follow the style and form of this genre, and this rarely requires the amount of pre-thought that most ABDs put into it. The first chapters of the dissertation are the most difficult to write because you are becoming accustomed to a more scholarly style of writing. Once you have the basic format defined, you will want to use a similar template for each of your subsequent chapters. And one last thing: remember that a small amount of consistent discipline and regular focus will get this project completed faster than anything else. Your dissertation process does not have to be painful to be meaningful. Now, get down to writing, and good luck!

Ph.D Tip: Time Management is Crucial

Time management is one of the most important aspects of the dissertation process. The best time management happens when your time is spent in those activities which have the highest value or significance for you. How many times have you heard someone say that "such and such" is important to them, but they never actually get around to "such and such"?

I hear this often in people who are working on their dissertations, too. They say the dissertation is important, but they never quite get around to actually working on it. They prepare to work on it. Talk about working on it. But never actually work on it.

In the dissertation process, talk is cheap. (Excuse the bluntness). You're either on target to finish, or you're not.

As Yoda said, "Do or do not do. There is no try."

While I don't 100% agree with this (because sometimes effort is important, even if not much always gets accomplished), I do think that there is a point where trying has to become doing, or you'll never finish.

Abstract for MENTION UKM 2011

Measuring Determinants of City Brand: A Verification Approach in the Corporate Communication Perspective in Malacca City

By: Muhamad Fazil Ahmad



Purpose: The purpose of study is to measure the practicality and application measures on city brand in the context of the corporate communication’s strategic management, based on Aaker’s well-known conceptual framework of brand personality.

Design/methodology/approach: The study employs structural equation modelling to investigate the causal relationships between the dimensions of city brand determinants and city brand itself. In-depth interviews and questionnaire survey on measuring the determinants of city brand employs to examine the respondents’ perceptions of the dimensions of city brand affected the overall city brand evaluations. Data collects from the opinion leaders, communication managers and executive officers in Malacca City.

Findings: Expected key findings of this study include discovering the most influential dimension of city brand and contributing to the city brand determinants index in the sense of extending and proposing city branding index as represent as alternative measurement to the existing subjective survey-based measurement indexes branding strategies for corporate communication in the future.

Practical implications: Implications for opinion leaders, communication managers and executive officers will be discussed. They should consider the relative importance of brand dimensions in their overall city brand evaluations.

Originality/value: City brand plays a pivotal role in contemporary corporate communication strategy, and is the subject of much literature, both professional and academic. This study considers as a major contribution to the body of knowledge.

Keywords: City Branding, City Brand Index, Corporate Communication Strategy, Malacca City

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