July 18, 2024

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UTM and Grocermart PTE LTD to Spearhead Research on Marketing

JOHOR BAHRU, 9 Jan. – Universiti Teknologi Malaysia (UTM) has formalized a strategic collaboration with Grocermart PTE LTD in Singapore through the signing of a comprehensive Memorandum of Understanding (MoU) and Memorandum of Agreement. The agreement aims to elevate the strategic alliance between industry and academia to new heights.

UTM’s Deputy Vice-Chancellor (Research and Innovation), Prof. Dr. Rosli Md Illias, sealed the MoU, while Grocermart PTE LTD’s Director, Mr. Shawn Lim, represented the company in a ceremony held at UTM Johor Bahru campus here today.

The MoU signing was witnessed by the Dean of UTM Faculty of Management, Assoc. Prof. Dr. Ahmad bin Jusoh, and the General Manager of Sales for Grocermart PTE LTD, Ms. Shirley Tan.


The collaborative initiatives outlined in the agreements include joint development of impactful marketing research, student mentoring, internship placements, and participation in collaborative projects, publications, and workshops focused on digitalized marketing and strategy enhancement.

These pivotal MoU and MoA signify the formal commencement of a strategic partnership, fostering knowledge exchange through collaborative research and project initiatives between UTM and Grocermart PTE LTD.


In his welcoming speech, Prof. Rosli emphasized UTM’s commitment to industry engagements, underscoring the advantages such interactions bring to the learning syllabus and the broadening of research frontiers. This collaboration with industrial leaders serves as a cornerstone in adapting the curriculum to industry demands, emphasizing the importance of nurturing the industry-academia connection through research, projects, and development to align higher education with industry needs.

The collaboration between the Faculty of Management at UTM and Grocermart PTE LTD, spearheaded by Assoc. Prof. Dr. Thoo Ai Chin, played a pivotal role in establishing this partnership. Her contributions enriched academic projects and research initiatives, paving the way for this fruitful industry-academia collaboration and eventual formalization of the MoU and MoA.

This deliberate cooperation facilitates the exchange of knowledge, ideas, and insights between UTM and Grocermart PTE LTD, promoting research development. Various initiatives, including research collaboration, joint research activities, academic projects, student mentoring, journal article writing, and ongoing sessions with Grocermart PTE LTD, have been discussed to strengthen this partnership.

The collaborative relationship between UTM and Grocermart PTE LTD is poised to enhance the global reputation of industry-academia collaboration at international levels.

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