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

Wednesday, May 23, 2012

Reacting to Criticism

Dear Muhamad,

It's inevitable, really. If you spend time with people, you will get criticized. Not by everyone (hopefully) or about everything (hopefully), but people, by nature, can't seem to get by without offering (supposedly) helpful advice or feedback.

Let's get clear on one thing- criticism never feels good. Nobody likes it, especially when it feels unwarranted or is very severe.

The most you can do, really, is reshape your thoughts and feelings about criticism. I'd like to start by sharing with you that no place in life is as rife with criticism as graduate school.

In the guise of intellectual integrity or sophisticated discourse, there is a great deal of back-stabbing that happens. All of this can get in your way; muddying your feelings and making it hard to focus on the dissertation.

I spoke with someone about this earlier today. She is working on her dissertation and is also working full-time as a lecturer. She is struggling because she has little time to work on her dissertation (though she desperately wants to finish) and she's having some interpersonal problems with the chair of her department, who seems to be constantly criticizing her teaching skills, style, and approach to the subject matter in her classes.

As you can imagine, she's already overworked, kind of stressed out, and is having trouble focusing on the dissertation.

Now, I don't expect anyone to focus 100% on the dissertation when "LIFE" is going on, but, really, for this particular individual, finishing her dissertation is the fastest route to get out of her current situation.

In the meantime, though, here's what I suggested to her about dealing with the criticism, and I expect it will be useful for you too:

Criticism hurts more when you don't have enough social support in your life. When you don't have at least 5 people who think you're wonderful no matter what criticism cuts more deeply.

Criticism hurts worse when you are tired, stressed, or have run yourself ragged. When you are feeling good, it's difficult to take criticism so personally.

Criticism is not always in your best interest, and isn't always meant to serve you. If it hurts you, it's never helpful. You can ask people to provide feedback in more constructive ways.

Finally, when you have been (or felt) criticized, your best bet is to try and distract yourself as soon as you can. Don't relive the criticism over and over- that just makes it bigger and feels worse.

Talk out any criticism with people who love you, and aim to work through it as soon as possible. Don't pretend it didn't hurt. Instead, find a way to make it better.

See You Next Time,
-Dr. Rachna-

Tuesday, May 22, 2012

What's Your Contribution to the Chaos?

Dear All,

I've heard from a few of you over this past week-and several of you have been noting that dealing with your advisor is chaotic and stressful.

From complaints of "s/he doesn't return my emails" and "s/he doesn't seem to read what I send" to" s/he won't let me sent a defense date"- all these issues would make dealing with your advisors chaotic and stressful. However, since there is, likely, very little that you can do to change your advisor, my question for you is, "What's your contribution to the chaos?".

Not that the chaos is your fault, mind you, but how are you contributing to it? Asked another way, how are you helping to keep the chaos in place? What is maintaining it? (And though it might be tempting to answer, "the only thing maintaining it is my advisor")- that's not true.

Any relationship involves at least two people. Both have a responsibility and a contribution to the functionings of that relationship.

Not to say you're purposely contributing to the chaos. But could you be doing it accidentally? Are you missing deadlines? Are you canceling and rescheduling meetings multiple times?

Are you demanding fast responses when you don't give them yourself? Do you keep changing your mind, ideas, topic, or approach?

Are you avoiding clear and direct communication? If you answered yes to any of these questions, you may be contributing to the chaos within your advisory relationship.

What can you do to behave more congruently and consistently?

How would this aid your dissertation progress?       

Until Next Time,

-Dr. Rachna-

Sunday, May 13, 2012

Ph.D Tip: Avoid Bad Job News

Dear Muhamad,

The title for this issue came to me after a few conversations with my PhD students over the past few weeks, all of which centered on how poor the job prospects are for those with PhD degrees, especially within academia. The educational chronicles and relevant periodicals are forecasting doom and gloom for those seeking employment within the ivory tower after graduation.

Not surprisingly, the amount of bad job news my PhD students have been focusing on is having a direct impact on their level of motivation and focus to get the dissertation done. (They think it might be coincidence, I know it's not.)

Here's the thing, basically: There are always one thousand reasons to NOT finish your dissertation - and really only 1 reason to finish: Because you want to. The 1,000:1 odds aren't good, but finishing your dissertation is also not impossible.

I have helped six more people finish this semester, alone, and most of these people told me, at the beginning of our work together, that they weren't sure they could finish- and they weren't sure it's worth finishing. Now, interestingly, since they have finished - they are really, really glad they did.

So if you're looking to weigh your reasons not to finish against your reasons to finish, you'll almost always find more reasons NOT to finish than you will to finish.

But that still won't take away your desire to finish.
And I believe your 1 desire to finish can be, with the right support, reasonable goals, and consistent progress - that 1 desire can be stronger than 1,000 reasons.

Unless you are really going to quit your program right now, I'd strongly suggest you avoid all forecasting about the future. It's demotivating. You don't know what your specific future will hold or bring, and reading broad statistics isn't going to help you.

Yes, it is important to have a general sense of what's going on in the world, of course, but if you find that reading bad job news is making you feel badly, then stop doing it. Watching the news makes me feel badly a lot of the time, and I don't do that either.

Ok, so I may not be so current on all the world affairs; that's true- but at the same time, I sleep a lot better in my relative ignorance.

I'm advocating relative ignorance for you too. It doesn't matter how bleak your prospects look, your choice is always the same: either you finish, or you don't. That's all.

If you decide not to finish, cut your losses now, and do something else.

If you would like to finish, but feel your dissertation process is harder than it needs to be, seek help, assistance or support to make it better. Suffering is optional.

But once you decide that you do want to finish, take your next step, and your next, and believe me, doors will open at the right time, and things will work out for you.

When you are clear in your intention and focused in your desire, you can make anything happen.
No matter what the statistics say.

Until Next Time,

-Dr. Rachna-

Saturday, May 12, 2012

Mission Accomplished...

Surat Kebenaran Melakukan Kajian di Bandar Melaka

Mission accomplished... 1000 respondents... 75 itmes...
Thanks all... :) 


Sepanjang kajian ini dilakukan.. di sinilah tempat aku tinggal... 
Hotel Budget sajor... :) al maklumlah student lagi... yg penting boleh tidoq sudahlah.. Thanks to Allah atas nikmat sihat dan sejahtera semasa kajian dilakukan...

De Nice Inn Hotel Melaka

No.B1-6, Jalan Datuk Wira Poh Ah Tiam,Pandan Point, Lorong Pandan,
Melaka Tengah, Melaka, Malaysia 75250 

Sunday, May 6, 2012

Beli kat pesta buku tadi.. rm10 sajor... yg ptg ilmu tu... :)

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