Professional Overview
Dr. Derek Ong, PhD, CStats, CSci, SFHEA serves as a Principal Lecturer and Associate Head (Scholarly Activities) within the Marketing, Tourism, Hospitality and Events Management Department at the Hertfordshire Business School, University of Hertfordshire. His academic base is in Hatfield, England, United Kingdom. He is a senior academic with a multifaceted role encompassing teaching, research, leadership, and community engagement.
His scholarly activities are notably aligned with the ethos of transformational education and guided by the principles of the United Nations Sustainable Development Goals (UN SDGs). He actively serves in several university research groups, including the Business and Digital Research Group, the Sustainability Research Group, and the Centre for Climate Change Research (C3R).
Academic Credentials and Professional Affiliations
- PhD in Management (Marketing Intelligence) from Multimedia University Malaysia, with doctoral research focusing on Needs Analysis of Fitness Members and Bundling for Profile Segmentation within the fitness industry.
- Holds multiple certified professional qualifications:
- Chartered Statistician (CStats)
- Chartered Scientist (CSci)
- Senior Fellow, Higher Education Academy (SFHEA, UK)
- Post Graduate Certificate in Academic Practice from the University of Lancaster.
- Fluent in English and Bahasa Malaysia; functional proficiency in Cantonese, Mandarin, and Hokkien.
He is an Adjunct Associate Professor at:
- University of Southern Queensland
- Griffith University
Professional memberships and roles include:
- Fellowship and membership in the Royal Statistical Society, Higher Education Academy (UK), World Academy of Researchers (WARES), Academy of World Finance, Banking, and Management (AWFBMAIT).
- Board member of the International Social Marketing Association.
- Life member of the Malaysian Economic Association with prior committee and delegate roles.
Academic and Research Expertise
Dr. Ong’s research expertise centers on:
- Social and Sustainable Marketing
- Marketing Analytics and Digital Marketing
- Consumer Behavior, especially in ethical purchasing, counterfeit luxury goods, and socially responsible purchasing.
- Brand perception, particularly the influence of status-seeking and global versus local brand preference.
- Service quality and customer satisfaction within sectors such as courier logistics and fitness industries.
He has authored over 76 research outputs, including peer-reviewed journal articles, conference papers, and book chapters since 2006, with a continuing active output into 2025. Key thematic publications address:
- The influence of materialistic and ethical values on counterfeit luxury goods purchasing among Malaysian undergraduates (Journal of Marketing Research & Case Studies, 2013).
- International marketing segmentation modeling of Malaysian online customers’ e-product bundle and service quality preferences (Journal of International Marketing and Exporting, 2012).
- The moderating effects of local vs. foreign courier companies on logistic service quality and customer satisfaction (International Journal of Trade, Economics and Finance, 2012).
- Application of gamification for motivation in higher education (2013).
- Predicting academic performance and consumer intention models using Theory of Reasoned Action.
His research impact includes being a supervisor for multiple PhD students, a reviewer and sub-editor of top international marketing journals, and a presenter at premier marketing conferences such as AMA, GMC, and ANZMAC, where he earned recognition for best paper in 2017.
Teaching and Mentoring
Dr. Ong teaches modules in:
- Digital marketing and marketing analytics
- Sustainable and social marketing
- Marketing intelligence
He is a proactive mentor and advisor to student organizations and programs, notably:
- Sunway University Marketing Society
- Sunway Dance Club
- Business case challenges like the Unilever Future Leader’s League, which under his mentorship achieved national champion and international finalist status.
His teaching approach incorporates applied industry experience, supported by organizing workshops and seminars targeting SMEs and businesses to transfer practical skills.
Leadership and Administrative Roles
Within the University of Hertfordshire, Dr. Ong holds several leadership positions:
- Associate Head of Marketing Department (Scholarly Activities), Hertfordshire Business School
- Research Ethics Chair, Business Faculty (Sunway University)
- Program Leader for the Lancaster MBA Program
He also serves in university-wide civil rights and diversity roles, including:
- Co-Chair of the LGBTQ+ Staff Network at the University of Hertfordshire, fostering safe and inclusive spaces and influencing institutional policy on LGBTQ+ matters.
- Executive member of the Refugee Staff and Student Support Group, facilitating refugee integration and support.
Community Engagement and Volunteerism
Dr. Ong has a strong commitment to civil rights and social action, exemplified by:
- Board membership of Beyond Borders Malaysia, a NGO advocating refugee and stateless persons’ rights, working to improve policies on work, healthcare, and education for marginalized groups.
- Organizing and training volunteers for human rights events and festivals such as Seksualiti Merdeka and the PT Foundation focusing on HIV/AIDS awareness and minority rights in Malaysia.
- Serving as Honorary Secretary and Human Rights Forum Coordinator at the Straits Games, an international sports event promoting friendship and healthy lifestyles between Malaysia and Singapore, while embedding human rights dialogue.
Research and Impact Initiatives
Dr. Ong actively contributes to projects and initiatives with cross-disciplinary and societal impact, including:
- Project HARVEST, funded by the Impact Accelerator Account, focusing on agricultural research linked to sustainability (University of Hertfordshire).
- Leadership in social marketing initiatives addressing multicultural challenges in Malaysia and promoting sustainable consumer behaviors.
- Advocate for rethinking consumer paradigms towards triple bottom line sustainability, particularly for SMEs, shared at keynote discussions.
- Editorial board member of peer-reviewed journals such as Journal of Social Marketing, Health Marketing Quarterly, and Journal of Internet Commerce.
- Active contributor to conferences and committees advancing ESG (Environmental, Social, Governance) initiatives and ethics within marketing.
Notable Achievements and Recognitions
- Invited speaker at TEDx Sunway University (2015) on topics related to the morality of big data.
- Recognized for best paper in marketing field (2017).
- Leadership roles in academic conferences including track chair and dedicated paper reviewer in international forums.
- Over 1,400 citations on research works emphasizing social marketing, sustainable marketing, and consumer purchase intentions.
This comprehensive profile underscores Dr. Derek Ong as a well-established academic leader specialized in marketing with a robust research portfolio in sustainable and social marketing domains, strong global and regional collaborative networks, and demonstrated commitment to diversity and social justice through academic and community leadership roles.
