Keynote Speakers

Prof. Dr. Sergei Gorlatch 

Full Professor of Computer Science
University of Muenster, Germany 

Title: Distributed Applications Based on Mobile Cloud Computing and Software-Defined Networks

Abstract: We consider an emerging class of challenging networked multimedia applications called Real-Time Online Interactive Applications (ROIA). ROIA are networked applications connecting a potentially very high number of users who interact with the application and with each other in real time, i.e., a response to a user’s action happens virtually immediately. Typical representatives of ROIA are multiplayer online computer games, advanced simulation-based e-learning and serious gaming. All these applications are characterized by high performance and QoS requirements, such as: short response times to user inputs (about 0.1-1.5 s); frequent state updates (up to 100 Hz); large and frequently changing numbers of users in a single application instance (up to tens of thousands simultaneous users). This talk will address two challenging aspects of future Internet-based ROIA applications: a) using Mobile Cloud Computing for allowing high application performance when a ROIA application is accessed from multiple mobile devices, and b) managing dynamic QoS requirements of ROIA applications by employing the emerging technology of Software-Defined Networking (SDN).

Assoc. Prof. Dr. Bahtiar Mohamad

Department of Communication
School of Multimedia Technology and Communication
College of Art and Science, University Utara Malaysia
06010 UUM Sintok , Kedah Darul Aman, Malaysia

Title: An Empirical Investigation on the Antecedents and Consequences of Corporate Identity Management (CIM) Model in Malaysian Higher Education Sector

Abstract: Corporate Identity Management (CIM) in universities has been acknowledged in marketing literature as an important area of research. Research within the current spectrum of CIM indicates some ambiguities surrounding corporate identity in higher education institution (HEI). However, very few studies are available in the field of corporate identity management within universities. Accordingly, the objective of this study is to examine, the relationships between university’s CIM and employee performance and also the relevant underlying mechanisms in a Malaysian higher education sector context. A self-administered questionnaire developed from the literature and in depth interview was administered to 500 university’s academic staff. A structural equation model using a correlation matrix with maximum likelihood was estimated by AMOS 22.0. Internal brand and organizational culture had positive effects on CIM, it has no effect on transformational leadership. While CIM correlates positively with the employee brand support and affective commitment. The top management of HEI in Malaysia should be given more attention on internal brand and organizational culture because it indicates a positive and significant effect on CIM.  This research to make several theoretical, managerial and policy contributions. For example, the higher education institutions which want to build the employee performance from the academic staff perspective should ensure that the corporate identity management, internal brand and organisational culture move in the right direction.

Dr. Michael Alley

Teaching Professor, Engineering Communication
Pennsylvania State University
201 Hammond Bldg
University Park, PA 16802, USA

Title: Rethinking Scientific Presentations: The Assertion−Evidence Structure

Abstract: From an audience’s perspective, many scientific presentations suffer because the talks are unfocused. This lack of focus leads to much noise, which reduces the understanding by the audience. Much of the problem arises from speakers following PowerPoint’s defaults and building their talks on phrase headlines supported by bulleted lists. This keynote presents the assertion-evidence approach ( to designing scientific presentations. In this approach, the speaker builds the talk on key messages supported by visual evidence. Our research has found that assertion-evidence talks are more focused and much better understood by audiences. In addition, our speakers (even those initially nervous about making presentations) report that using the assertion-evidence approach has given them more confidence. Before this seminar, participants are encouraged to download a template from and create a couple of slides for their next scientific presentation. Participants are also encouraged to view a model scientific presentation by graduate students at 
Keynote Speakers


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