Dr. Muhammad Safuan Abdul Latip

Professional Overview

Nationally recognized academic, educator, and researcher in Hospitality, Tourism, Culinary Arts, and Service Management with nearly 10 years of experience in higher education across Malaysia and international institutions. Currently serves as Senior Lecturer at Universiti Teknologi MARA (UiTM) Cawangan Terengganu, Visiting Professor at Assam Down Town University (AdtU), and Post-Doctoral Research Fellow at Sunway University. Demonstrates extensive expertise in sustainable food consumption, green marketing, food product innovation, curriculum development, and commercial consultation. Holds a PhD in Sustainable Food Consumption and Consumer Behaviour, an MBA with the Best Student and CMI Best Academic Awards, and First Class honours in Culinary Arts Management. Proven track record in university-level teaching, postgraduate thesis supervision, high-impact journal publishing, and external programme evaluation.

Academic & Leadership Experience

Current Roles

Visiting Professor | Assam Down Town University (ADTU), India (September 2026 – Present)

Senior Lecturer | Universiti Teknologi MARA Cawangan Terengganu, Malaysia (April 2023 – Present)

Post-Doctoral Research Fellow | Sunway University, Malaysia (April 2024 – March 2026)

Previous Roles

Lecturer | Universiti Teknologi MARA Cawangan Terengganu, Malaysia (March 2020 – April 2023)

Lecturer (Full-Time) & Programme Leader | Tunku Abdul Rahman University College, Perak Branch, Malaysia (October 2018 – March 2020)

Lecturer (Part-Time) | Tunku Abdul Rahman University College, Perak Branch, Malaysia (May 2018 – September 2018)

Lecturer / Head of Department | International College of Yayasan Melaka, Malaysia (January 2016 – August 2016)

External Academic & Advisory Appointments

MQA Assessor Panel for Culinary Programme | Malaysian Qualifications Agency (July 2025 – June 2028)

External Academic Advisor | Kolej Komuniti Kuantan, Malaysia (February 2026 – December 2026)

External Academic Advisor | UCSI University, Sarawak Campus, Malaysia (November 2024 – November 2026)

External Examiner Programme | Tunku Abdul Rahman University of Management and Technology (TARUMT), Malaysia (October 2025 – September 2028)

External Examiner Programme | CITY University, Malaysia (January 2024 – December 2025)

Adjunct Postgraduate Supervisor | SEGi University, Malaysia (January 2024 – December 2024)

Industry & Operational Experience

Commercial & Statistical Research Consultant | Various Commercial & Academic Institutions (2020 – Present)

Certified Halal Executive & Halal Hospitality Trainer | JAKIM / Professional Halal Executive Training (2020 – Present)

Sustainable food consumption, dietary habits, green marketing and consumer behaviour.