Research Experts

Ms Selvamalar Armathlingam serves as the Chief Administrator of the Mass Communication Lab and Lecturer in the Department of Mass Communication, School of Management and Business. She holds a Master’s degree in Integrated Marketing Communication from Universiti Sains Malaysia (USM) and a BA (Hons) in Social Science, majoring in Mass Communication (Broadcasting) with a minor in Psychology, from Universiti Kebangsaan Malaysia (UKM). Her academic and professional journey reflects a strong integration of broadcasting, marketing, and media studies. She has taught a wide spectrum of subjects such as broadcasting, journalism, marketing, and interpersonal communication, with a focus on bridging theory and practice. Her research interests center on Marketing and New Media Marketing, particularly in areas like digital consumer behavior and influencer marketing. She’s actively involved in student engagement, having coordinated Mass Communication Week, Bootcamps, CSR projects, industrial tours, and convocation student media team coverage. She also co-advises the Mass Comm Club. With nearly 20 years of industry experience, she has held senior roles at ASTRO Malaysia, including Assistant Vice President and Senior Promo Producer, where she contributed to content promotion and live production. Her blend of academic insight and industry expertise informs her dynamic, practice-oriented approach to teaching and mentorship.