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Dr.
Yeo Sook Fern Director, Centre of Excellence for Business Innovation and Communication / Assistant Professor FACULTY OF BUSINESS (FOB) FOB4007 , Multimedia University, Jalan Ayer Keroh Lama 75450, Bukit Beruang, Melaka 06-2524876 yeo.sook.fern@mmu.edu.my 
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Dr. Yeo Sook Fern obtained her Bachelor of Business Administration (Hons) Management and Master of Business Administration (Multimedia Marketing) from Multimedia University, Malaysia, and her Doctor of Philosophy (Ph.D.) majoring in Service Innovation from Universiti Sains Malaysia (USM), Malaysia. She is currently a lecturer in the Faculty of Business, where she teaches Fundamental of Marketing, Understanding Management, Service Marketing, Brand Management and Strategic Marketing at the undergraduate level. Her current research areas are social media marketing, consumer behaviour, service marketing, branding, and international business. Prior to joining MMU, she was a Programme Coordinator School of Secretarial and Administrative Studies (2000-2009), and later a Programme Coordinator School of Business (2009 - 2010) for Stamford College Group. She has over 19 years of experience as an academician.
