Staff Directory
Academic Qualification
- Communication - Doctor of Philosophy, University of Stirling
- Marketing Communication - Masters Degree, University of Canberra
- English Language and Literature - Bachelor Degree, International Islamic University Malaysia
Aida Binti Mokhtar (Assoc. Prof. Dr.)
Associate Professor
IIUM Gombak Campus
ABDULHAMID ABUSULAYMAN KULLIYYAH OF ISLAMIC REVEALED KNOWLEDGE AND HUMAN SCIENCES
Other's position:
Coordinator, Office of the Deputy Rector (Student Development & Community Engagement)
aidam@iium.edu.my
5113
Expert Profile
Aida Mokhtar has been working with the Department of Communication, Kulliyyah of Islamic Revealed Knowledge and Human Sciences (KIRKHS) of the International Islamic University Malaysia (IIUM) since 1997. She was the best student of her programme in the IIUM Matriculation Centre. She obtained her Master's in Marketing Communication from University of Canberra, Australia and her PhD in Advertising from University of Stirling, UK. She conducted her PhD research study on PETRONAS corporate television advertisements and interviewed the late Creative Director, Ms. Yasmin Ahmad. Her research areas of interest are: Islamic advertising, advertising regulations, integrated marketing communication and social communication.
She is currently an Associate Professor in the Department and the Coordinator of the IIUM Disability Services Unit (DSU), Office of Deputy Rector (Student Development and Community Engagement), IIUM. She founded the IIUM Special Parents Group in 2018. It is a support group for IIUM employees who have children with disabilities. She was the Deputy Director of the IIUM Corporate Communication Division in 2013.
She has written several book chapters and journal articles. She is currently editing a book on Advertising in Malaysia. She had presented in several national and international seminars and conferences on Islamic advertising and marketing communication. She is a member of the Islamic Entertainment cluster under the Futures Studies 2077 initative in IIUM. She was the Chairperson for the first International Seminar on Islamic Advertising 2014 (ISIA2014) organised by Kulliyyah of Islamic Revealed Knowledge and Human Sciences (KIRKHS), IIUM. This was part of her efforts in developing the discipline of Islamic advertising in relation to Malaysia’s positioning as the Global Halal Hub. Assoc. Prof. Dr. Aida was also the Chairperson for ISIA 2016 and the Seminar of Islamic Advertising and Marketing Communication 2019. She was the organising committees for several other university events.
Aida is also a member of the American Academy of Advertising, an Associate Member of Communications and Multimedia Content Forum of Malaysia (CMCF) and a life time member of Persatuan Pendidik Komunikasi. She was appointed Committe Member for the Global and Multicultural committee member in early 2021 by the American Academy of Advertising which focuses on promoting and facilitating the academy's role 'as a leading forum for sharing knowledge about scholarship, education and practice in international advertising. Responsibilities include helping with international relationships, updating the GMC website, working with the membership to provide a forum for domestic/international research and teaching collaborations' (AAA, 2021).
She was Chairperson of the Speeches and Publications committee for several IIUM convocation events, an Editorial Board member for the IIUM News Bulletin, a judge for the Perdana Leadership Foundation impromptu speech competition and writing competition. Formerly a KIRKHS Postgraduate Thesis Committee member, Head of the Education Bureau for IIUM PUSPANITA, Coordinator of the Postgraduate Committee in the Department of Communication and Advisor for the Postgraduate Students’ Society in KIRKHS.
Area of Specialisation
- Social Science ~ Social Science ~ Media and Communications ~ Advertising (Including Globalisation) - social advertising, Islamic advertising, advertising regulations, IMC
Professional Membership
- 2011 - 2011: Member of Profesional Body / Association: (Member), Moral Panics Studies Research Network
- 2013 - 2013: Member of Profesional Body / Association: (Member), American Academy of Advertising
- 2014 - 2014: Member of Profesional Body / Association: (Member), International Communication Association
- 2014 - 2014: Member of Profesional Body / Association: (Member), American Academy of Advertising
- 2015 - 2015: Member of Profesional Body / Association: (Member), International Islamic Marketing Association
- 2015 - 2015: Member of Profesional Body / Association: (Member), American Academy of Advertising
- 2015 - 2015: Member of Profesional Body / Association: (Member), International Communication Association
- 2016 - 2016: Member of Profesional Body / Association: (Member), American Academy of Advertising
- 2016 - 2016: Member of Profesional Body / Association: (Member), International Communication Association
- 2017 - 2017: Member of Profesional Body / Association: (Member), American Academy of Advertising
- 2018 - 2018: Member of Profesional Body / Association: (Member), American Academy of Advertising
- 2019 - 2019: Member of Profesional Body / Association: (Member), American Academy of Advertising
- 2019 - 2023: Member of Profesional Body / Association: (Associate member), Communications and Multimedia Content Forum Malaysia
- 2020: Member of Profesional Body / Association: (Lifetime Member), Malaysian Association of Communication Educators
- 2020 - 2020: Member of Profesional Body / Association: (Member), American Academy of Advertising
- 2021 - 2021: Member of Profesional Body / Association: (Member), American Academy of Advertising
- 2023 - 2023: Member of Profesional Body / Association: (Regular Member-American Academy of Advertising), Others
- 2023 - 2023: Member of Profesional Body / Association: (Member), Qualitative Research Committee
- 2023 - 2023: Member of Profesional Body / Association: (Research Committee Member), American Academy of Advertising
Teaching Responsibilities
ADVANCED INTEGRATED MARKETING COMMUNICATION | 2022/2023 2019/2020 2017/2018 |
ADVERTISING : PRINCIPLES AND PRACTICE | 1999/2000 1996/1997 1994/1995 1993/1994 |
ADVERTISING : PRINCIPLES AND PRACTICES | 2000/2001 |
ADVERTISING: PRINCIPLES AND PRACTICES | 2018/2019 2017/2018 2016/2017 2015/2016 2014/2015 2013/2014 2012/2013 2011/2012 2004/2005 2003/2004 2002/2003 2001/2002 2000/2001 |
BASICS OF WRITING | 2023/2024 2022/2023 |
COMMUNICATIONS PLANNING AND STRATEGIES | 2023/2024 |
CORPORATE WRITING | 2023/2024 2022/2023 2020/2021 |
FINAL YEAR PROJECT I | 2023/2024 2022/2023 2021/2022 2020/2021 2019/2020 |
FINAL YEAR PROJECT II | 2023/2024 2022/2023 2021/2022 2020/2021 2019/2020 |
INTEGRATED MARKETING COMMUNICATION | 2023/2024 2022/2023 2021/2022 2020/2021 2019/2020 2018/2019 |
INTER-CULTURAL COMMUNICATION | 2002/2003 |
INTERCULTURAL COMMUNICATION | 2012/2013 |
INTRODUCTION TO COMMUNICATION | 2021/2022 2018/2019 |
INTRODUCTION TO MASS COMMUNICATION | 2016/2017 2015/2016 2014/2015 2013/2014 2011/2012 2004/2005 2003/2004 |
MARKETING COMMUNICATION | 2016/2017 2014/2015 2013/2014 |
PROFESSIONAL SPEECH COMMUNICATION | 2021/2022 2020/2021 2019/2020 2017/2018 2016/2017 2015/2016 2014/2015 2013/2014 2012/2013 2011/2012 2004/2005 2003/2004 2002/2003 2001/2002 2000/2001 1999/2000 |
REPORTING & WRITING FOR MASS MEDIA I | 1999/2000 |
RESEARCH PAPER II | 2021/2022 2015/2016 |
WRITTEN COMMUNICATION FOR ORGANIZATION | 2018/2019 2017/2018 2016/2017 2015/2016 2014/2015 2013/2014 2012/2013 2011/2012 |
Supervision
The Impact Of Personality Traits And Technology Readiness On Intention To Use E-Commerce Application: The Mediating Role Of Perceived Ease Of Use And Perceived Usefulness.
Ph.D
In Progress
Main Supervisor
|
Digital Dakwah: A Phenomenological Study On Elaboration Of Islamic Visuals Amongst Indonesian
Young Adults On Instagram.
Ph.D
In Progress
Main Supervisor
|
Digital Dakwah: A Phenomenological Study On Elaboration Of Islamic Visuals Amongst Indonesian
Young Adults On Instagram.
Ph.D
In Progress
Co-supervisor
|
A Study Examining The Adoption Of Islamic Advertising Guidelines By Television Stations In Malaysia.
Master
Completed
2022
Main Supervisor
|
. Mediating Effect Of Religiosity On Factors Influencing Purchasing Behaviour Of Halal-Certified Products Among Iium Students.
Master
Completed
2021
Main Supervisor
|
Enhancement Of Social Media Content Marketing For Inhart: Targeting Muslim Malaysian Millennials In Iium.
Master
Completed
2021
Co-supervisor
|
Mediating Effect Of Malay Values On Media Exposure To Ideal Body Images And Modest Dressing Behaviour Amoung Female University Students
.
Master
Completed
2018
Co-supervisor
|
The Uses And Gratifications Of Using Facebook: A Study Of Palestinian Students In The International Islamic University Malaysia.
Master
Completed
2017
Main Supervisor
|
Mobile Advertising Effectiveness : The Relationship Between Sms Advertising Factors And Iium Students' Attitudes To Sms Advertising.
Master
Completed
2014
Main Supervisor
|
Research Projects
Completed
2022 - 2023 | Exploration and Identification of MCMC Brand Health amongst the Industry and Public Sector |
2021 - 2023 | ADVERTISING AND MAQASID SHARIAH: THE APPLICATION OF MAQASID SHARIAH PRINCIPLES IN ADVERTISING PRODUCTION |
2021 - 2022 | Empowering the community through sustainable health: An applied theory of Maqasid al-Shari?ah |
2020 - 2022 | Advertising: The Malaysian Perspective |
2019 - 2023 | Examining the news framing effect of ideological narratives on radicalisation. |
2017 - 2019 | Public Perceptions Towards Current Issues and Government Policies |
2015 - 2019 | Novel Islamic Framework for Television Advertising of Halal Products in Muslim Countries |
2014 - 2017 | Advertising in Islam from an Academic Viewpoint |
2011 - 2013 | Television Advertising and Self-Censorship in Malaysia |
On-Going
2023 - Present | Development of A Module on Islamic Spiritual Care for Children with Disability |
2023 - Present | Reviewing Prophetic Medication in Spiritual Care: A Critical Study on Tibb Nabawi Genre in Hadith Literature |
2023 - Present | Module Development on Teachers' Readiness in Managing SEN Students |
2023 - Present | Module with Material Kits on How to Recite AlQuran Using Arabic Alphabet for Those with Hearing Impairment |
2023 - Present | Module Development on Entrepreneurship for Students with Autism |
2023 - Present | Prototype Development of a Community-Based Rehabilitation Management System for Children with Special Needs |
- | Proposed consultancy for NAZA Motors |
Publications
Article
Conference or Workshop Item
Book
2015 | Youths media and politics: a new identity. UNIMAP, ISBN: 978-967-0922-07-2 |
Book Section
2022 | Disruptive innovation on websites: the case of Airbnb and Netflix. In: Communication and Media Centre (COMET), ISBN: 9789671987704, pp. 82-111 |
2019 | Embracing with love. In: Seri Kembangan, Selangor, ISBN: 978-983-2423-70-6, pp. 177-191 |
2017 | A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia. In: Routledge, ISBN: 9781138908307, pp. 165-178 |
2015 | A semiotic analysis of ‘Individualism’ and ‘Collectivism’: The Global Bersih 3.0 Website. In: UNIMAP, ISBN: 978-967-0922-07-2, pp. 29-41 |
2015 | The young Malaysian voter. In: Penerbit Universiti Malaysia Perlis, ISBN: 978-967-0922-07-2, pp. 1-25 |
2015 | The young Malaysian voter. In: Penerbit Universiti Malaysia Perlis, ISBN: 978-967-0922-07-2, pp. 1-25 |
2011 | The 'moral panics' behind television advertising regulation in Malaysia. In: IIUM Press, ISBN: 9789674181796, pp. 167-178 |
2011 | The 'moral panics' behind television advertising regulations in Malaysia. In: IIUM Press, ISBN: 9789674181796, pp. 167-178 |