Mochammad Riyadh Rizky Adam, S.T., M.S.M.

Biography:

He has more than 10 years of professional & experience in Marketing, Brand & Research in 3 different industries; (1) fast-moving consumer goods company, (2) market research agency, and (3) healthcare. He also has more than 9 years of experience in teaching at several outstanding universities in Indonesia.

He is a lecturer, researcher, and expert from Swiss German University and also a trainer and speaker for some entities such as Kemenristekdikti RI, Kemenpar RI, IMANI Primary Care, OK OCE Indonesia, Universitas Indonesia, GRAGE Ramayana Hotel, SILOAM Hospitals Group, SHOPEE Indonesia, Bocah Indonesia to name a few. He authored an ISBN book that would be useful for business data processing, titled “Practical Guide of the Integrated Structural Equation Modeling (SEM) with LISREL and AMOS”. He is authoring a new book, titled “STARTUPCLOPEDIA, An Encyclopedia for Startup Entrepreneurs” at the moment.

At present, he is the director of marketing communications at Swiss German University, managing 3 departments with 18 members of the team.

Experience:

• Director of Marketing Communications of Swiss German University (Oct 2021 – present)
• Full-time lecturer of Business & Management Study Program, Swiss German University (Jul 2015 – present)
• Deputy Head of Business & Management Study Program, Swiss German University (Aug 2017 – Sept 2019)
• Full-time lecturer of Universitas Multimedia Nusantara (Sept 2012 – Mar 2014)
• Co-founder of ADDAM Male’s Medical Care (Nov 2014 – Dec 2020)
• GM Marketing & Business Development of Bethesda Spine & Neuro Care (April 2014 – June 2015)
• Senior Research Executive of Millward Brown Indonesia (Dec 2011 – Dec 2012)
• Brand Manager of Dragon Edge Group Indonesia (Aug 2010 – Nov 2011)
• Research Executive of MARS Indonesia (Jan 2009 – Aug 2010)

Education Background

• Bachelor degree in Industrial Engineering, Universitas Pasundan, Bandung (2001 – 2006)
• Master of Science in Management with concentration in Marketing Communications, Universitas Indonesia (2007 – 2009)
• Doctor of Philosophy in Management (Marketing), Lincoln University College, Malaysia (July 2022 – present)

Knowledge Field

• Strategic Marketing Management
• Strategic Brand Management
• Research Methodologies
• Social Media Marketing
• Digital Marketing
• Social Marketing
• Entrepreneurship & Business Development

Research Interest:

• Strategic marketing
• Brand management
• Social media marketing
• Digital marketing
• Social marketing
• Cause-related marketing
• Advertising

Teaching Area:

• Fundamental of Marketing Management
• Branding
• Social Media Marketing
• Fundamental of Digital Marketing

Publications:

• 2021, Quantitative Research: Identifying the Success Factors of the Brand Extension Case of Airbnb Experiences in Indonesia, Enrichment: Journal of Management, Volume 12/No.1/November 2021/e-ISSN 2087-6327, (Click here)
• 2020, Quantitative Research: The Moderating Role of Data Privacy and Protection Security on Service Quality, Brand Equity, and Tariff Towards Firm Performance, ADI International Conference Series, Volume 3/No.1/November 2020/e-ISSN 2686-0384, (Click here)
• 2020, Quantitative Research: Analysis of Factors Affecting the Green Purchase Intention of Electric Motorcycle: A Case Study of SELIS, ADI International Conference Series, Volume 3/No.1/November 2020/e-ISSN 2686-0384, (Click here)
• 2019, Qualitative Research: Underlying Factors of the Young Men’s Intention to Take Diet and Physical Exercise: An Exploratory Study in Jakarta, International Journal of Innovation, Creativity and Change (IJICC), Volume 5/No. 6/2019/ISSN 2201-1323, https://www.ijicc.net/index.php/volume-5-2019/178-vol-5-iss-6
• (Click here)
• 2019, Qualitative Research: Underlying Factors of the Intention to Take Diet and Physical Exercise: An Exploratory Study, Conference Proceedings of the 1st InCoGITE (International Conference on Global Innovation and Trends in Economy) 2019, The 1st InCoGITE/2019 (ISBN 1234-5678), (Click here)
• 2019, Quantitative Research: Investigating the Relationship of Health Motivation and Brand Awareness Towards Brand Trust and Its Relationship on Purchase Intention of Healthy Instant Noodle, Conference Proceedings of the 2nd ICEBUSS (International Conference on Economics, Business, and Social Sciences) 2019, The 2nd ICEBUSS/2019 (ISBN 978-979-3490-79-3, (Click here)
• 2018, Quantitative Research: Attitude toward Using FinTech Among Millennials, Conference Proceedings of the 7th ICOBIRD (International Conference on Business, International Relations, and Diplomacy) 2018, (Click here)
• 2018, Qualitative Research: Waste Disposal Facilitation for Desa Keranggan Society, Sinergitas PKM CSR Journal, Volume 3/No. 1/2018 (ISSN 2528-7184), (Click here)
• 2017, Quantitative Research: Factors Affecting the Consumption of Grooming Products by Metrosexual Men in Jakarta, Indonesia, Enhancing Business Stability Through Collaboration – CRC Press Taylor & Francis Group, 2017 (ISBN: 9781138056329 – CAT# K33262),
• 2016, Quantitative Research: The Effects of the Self-Image, Celebrity Endorsement, and Social Expectation towards Grooming Products Consumption at Metrosexual Men in Jakarta, Conference Proceedings of the 10th International Conference on Business and Management Research (ICBMR) 2016, The 10th ICBMR/2016 (ISBN 978-602-73151-3-6)
• 2016, Qualitative Research: Identifying Employee Requirements of 5 Star Local Hotels in Jakarta in Facing ASEAN Economic Community, Emerging Markets: Business and Management Studies Journal, Volume 3/No. 2/Maret 2016 (ISSN 2338-8854), (Click here)
• 2016, Quantitative Research: The Relationship Between Website Performance, Satisfaction, and Revisit Intention (Case Study in Klikdokter.com), Emerging Markets: Business and Management Studies Journal, Volume 3/No. 2/Maret 2016 (ISSN 2338-8854), (Click here)

Professional Certifications:

• Digital Marketing certification from BNSP Indonesia
• GOOGLE Certified Educator Level 1 Bootcamp from Udemy
• Basic Google Analytics certification from Techinasia Edu
• Social Media Marketing certification from PAKAR Indonesia
• Digital Marketing Fundamentals certification from SAINS Sailendra Institute for Management
• Consumer Research in the Digital Era certification from SAINS Sailendra Institute for Management

Organization:

• ESOMAR (European Society for Opinion and Marketing Research), valid until May 2022
• Forum Manajemen Indonesia (FMI), valid until Dec 2021
• International Social Marketing Association (iSMA), since 2016