Department of Marketing Strategy & Innovation, Associate Professor

Dr. Cheng Boon Liat has more than 15 years of work experience in tertiary institutions in Malaysia. He currently holds the position of Associate Professor and Programme Chair of B Sc. (Hons) Marketing in the Department of Marketing Strategy and Innovation of Sunway Business School (SBS).

Besides delivering lectures in marketing and management, he also supervises students’ dissertations and research projects at both the undergraduate and postgraduate levels. Dr. Cheng has strong enthusiasm for research and publication, and his research interests lie in the fields of services marketing, customer relationship management, strategic marketing, and consumer behaviour.

Dr. Cheng has been extensively published in academic journals, and has presented papers at conferences both locally and internationally. To support his research and publication work, he has secured several internal and external research grants. Dr. Cheng remains actively involved as a peer reviewer for reputable journals and conferences.