At the beginning of the new year, Professor Kok Wei Khong, the new Dean of the Nottingham University Business School China (NUBS China) was very busy with various conferences and activities. However, he took time out of his busy schedule for an interview in his office. In a nearly one-hour conversation, Professor Khong elaborated on future work priorities and his thoughts on the development of NUBS China.
May I know what drove you to take on this new challenge as the new Dean of NUBS China?
Having spent almost a decade at NUBS Malaysia, NUBS China is not an unfamiliar territory to me, and I am privileged to have several colleagues in this esteemed institution. I first set foot on the NUBS China campus in 2016, and while I was fascinated by the ambiance, there was still room for major developments.
However, the landscape has since changed, and the new infrastructures like the library, SportsCenter, CSET, and many more are a testament to this transformation.
My decision to join NUBS China was driven by the belief that I still have more to offer to the business school. The immense potential of NUBS China is what excites me the most, and I am honored to be a part of its growth trajectory. China's reopening presents significant opportunities, and I am thrilled to contribute to NUBS China's journey toward a brighter future.
How was your trip to China this time? Could you please share with us some of your feelings about China, Ningbo and UNNC after arriving here this time?
Upon reflection, I must admit that the digital transformation of China between 2016 and now has been nothing short of remarkable. The pandemic may have accelerated this transformation, as everything now seems to revolve around mobile devices, with Alipay and WeChat playing pivotal roles. Remarkably, cash is no longer the currency of choice in many transactions, a clear indication of the transformative power of digitization.
China has always been the center of economic development in Asia and even the world, and I am amazed at how the landscape has evolved over time. When I first arrived in Ningbo in 2016, it had a striking resemblance to Singapore. As for UNNC, as I have time to look around now, I can confidently say that it has surpassed my initial impression. The University has made significant strides, and I am proud to be a part of this transformative journey.
During your tenure as the Executive Dean of the Faculty of Business and Law, Taylor’s Business School rose rapidly in the QS World University Rankings by Subject in Business and Management Studies from 300-350 in 2019 to 97 in 2022. Could you share with us how you made such a significant achievement?
Attaining a top ranking in the QS rankings was no easy feat. When I assumed the role of Executive Dean in 2019 in my previous institution, our Business and Management subject area ranking was at a lower band of 350-400. However, through sheer hard work and determination, we were able to achieve a top 100 global ranking in the Business and Management Studies subject rankings in 2022.
My former institution was not particularly well-funded, and we relied heavily on student fees. Therefore, we took on a strategic implementation that involved focusing on specific areas in business, such as Fintech, Financial Literacy, Digital Marketing and Analytics, and Entrepreneurism. We actively recruited talented individuals for these areas and engaged with industry experts to strengthen our employer and academic reputation. The school invested significant time and resources in implementing these strategies.
Another significant achievement in terms of research and international network criteria was receiving a grant from Facebook, worth more than a quarter million ringgit, for virtual reality and augmented reality research. We were the first in Malaysia and one of the first in ASEAN to secure this grant, which put us on the map and gave us a boost in reputation and impact.
As the new Dean of NUBS China, what are your top priorities for the school?
As the dean, my vision for NUBS China is to achieve our mission through several key priorities. These include providing top-notch business education to our students, covering core principles and practices such as management, finance, accounting, marketing, and operations. We must also prioritize producing high-impact research outputs and thought leadership, through publishing scholarly articles, conducting applied research, and hosting events that bring together scholars, practitioners, and policymakers.
NUBS China should also prioritize professional development and networking opportunities for students, including career services, mentorship programs, and connections with alumni and industry leaders. In addition, we should make diversity, equality, and inclusion central components of our education, creating inclusive learning environments and promoting diversity in hiring and admissions while addressing systemic inequalities in business.
Our institution should foster innovation and creativity, developing students' skills in problem-solving, entrepreneurship, and new venture creation. Finally, NUBS China must focus on developing ethical business leaders who understand the importance of ethical behavior and social responsibility. By prioritizing these areas, NUBS China can prepare our students to make meaningful contributions to business, the economy, and society as a whole.
As a Sino-foreign university, what special benefits do you think UNNC and NUBS China can offer to students?
As the dean of NUBS China, I am proud to lead an elite business school that has achieved accreditation from EQUIS and AACSB. What sets us apart is our unique proposition as a tri-campus global university. Our students have the exceptional opportunity to expand their experiences in three different regions of the world: the UK, Europe; Malaysia, ASEAN; and China, the largest economy globally. Not many business schools in China can offer these advantages, which are essential for students to stay connected in today's interconnected world.
At NUBS China, we value diversity among our students. It is essential for our business students to have the ability to understand and cater to both the science and non-science aspects of the business. This diversity is what makes our students well-rounded and prepared to make significant contributions to society.
By being a part of NUBS China, students gain a unique experience that will enable them to broaden their horizons, expand their networks, and develop the skills and knowledge necessary to succeed in today's global business environment. Our goal is to prepare our students to be the leaders and entrepreneurs of tomorrow by providing them with the best education and learning experiences possible.
What, in your opinion, are the most crucial features that a top business school must possess?
I believe that a top business school must possess several crucial features to ensure that it provides the best education to its students and stays relevant in the dynamic business world. These features include:
Relevance to the industry: A top business school must stay relevant to the industry to avoid becoming obsolete. It must provide students with the latest developments and innovations in the industry, ensuring that future graduates can thrive in the dynamic and digital environment.
Data-driven technologies: Every company now operates on data, making data analytics a critical feature of a top business school. It should provide programmes that teach students how to analyze data to help companies make informed decisions.
Diversity: A top business school should have a diverse student body to cater to the science and non-science sides of the business. Students must be diverse enough to make full use of the opportunity to enhance what they can do and what they can contribute to society.
Professional development and networking: A top business school should help students build their professional networks and develop the skills and knowledge they need to succeed in their careers. It should offer career services, mentorship programs, and opportunities to engage with alumni and industry leaders.
Ethics and social responsibility: A top business school should emphasize the importance of ethical behaviour and social responsibility in business, instilling these values in their students.
Innovation and creativity: A top business school should foster innovation and creative problem-solving skills, providing opportunities for entrepreneurship and new venture creation.
International exposure: A top business school should provide students with the opportunity to study and work in different countries to gain global exposure, expand their experiences, and build a network that extends beyond their home country.
In conclusion, a top business school should have a well-rounded education that includes relevant industry practices, data analytics, diversity, professional development, ethics and social responsibility, innovation and creativity, and international exposure to prepare students for a successful career in the business world.
In addition to your management position, we know you are also a very successful academic achieving fruitful research results in services marketing, user technology acceptance, social media studies, behavioural science, business analytics, machine learning and process reengineering. What’s you research area? How do you manage the balance between your management responsibilities and your research?
In my capacity as a marketing analytics professor, my research primarily focuses on social media analytics. I scrap comments and online reviews as data, which are then subjected to a series of statistical procedures and algorithms to generate sentiments. Using these sentiments, we develop models to forecast marketing campaigns that will inspire customers to make purchases. As a marketing researcher, it is crucial to comprehend consumer behaviour and customer sentiments.
Surveys are becoming outdated as they are conventional, time-consuming, and expensive. Nowadays, people are willing to share their views online, making it easier to gather data. However, we must also follow proper ethical and governance procedures when using public social media data.
As an academic, it is essential to dedicate time to research to pursue our interests and passions. We are required to excel in three areas - teaching, research, and administration - as universities like UNNC evaluate our overall performance.
What do you usually do in your spare time? Could you please share some of your personal passions outside of work?
I am a keen enthusiast of English Premier League football both as a spectator. I find it to be an excellent way to unwind and relax after a long day at work. In addition to football, I enjoy playing online games, which provide me with a much-needed break from the demands of academia.
Could you please say a few words to the students who are studying at NUBS China?
I would encourage the students to make the most of their time at the university. Take advantage of the opportunities that NUBS China provides, such as our unique tri-campus global network, world-class faculty, and diverse student community. Pursue your academic goals with determination and embrace the challenges that come your way. Engage with the wider university community, and develop your social and leadership skills. Remember that your time at NUBS China is a unique and valuable experience, and we are here to support you every step of the way.
Could you please also say a few words to the students who are interested in studying at NUBS China?
I would say to students who are interested in studying at NUBS China that we offer a unique and unparalleled educational experience. Our business programs are recognized with accreditation from EQUIS and AACSB, and we have a tri-campus global university with locations in China, the UK, and Malaysia. Our diverse faculty and student body provide a dynamic learning environment that prepares students for success in the global marketplace.
We offer a wide range of opportunities for students to gain hands-on experience through internships, industry projects, and case studies, as well as access to a global network of alumni and corporate partners. If you are looking for a world-class business education that will equip you with the skills and knowledge needed to succeed in today's rapidly changing business landscape, NUBS China is the place for you.