Hello ,

I am an Associate Professor of Marketing at the School of Business, Dong-A. My research field is Quantitative Marketing, investigating consumer responses to firms' dynamic advertising and pricing strategies. 

EDUCATION

Ph. D in Marketing, School of Business, George Washington University, 2013.

Dissertation

: Essays on The effects of Marketing and R&D Capabilities in the Grocery Industries.

ACADEMIC EXPERIENCE

▪ 마케팅 교수 (Professor), 2014 ~

▪ 경영대학 부학장 (Vice Dean of College of Business), 2022 - 2023

▪ Univ. of Vienna(Austria), College of Business, Economics & Statistics, Visiting Professor, 

    2022. 01 - 2022. 08

▪ 동아대학교 평생교육원 부원장 (Vice President of Lifelong Education Center at Dong-A Univ), 

    2019 - 2021

▪ George Washington School of Business, Teaching and Research assistant, 2008-2013

RESEARCH INTERESTS

▪ Relationship Marketing theory and strategy-Trade Promotion / Channel Relationship /                  Advertising / Innovation

▪ Marketing and Finance Interface on firm performance

▪ Social Media Effects through Big Data Driven approach

▪ Shopper Behavior and Decisions (Field Data)

▪ Hospitality and Tourism

MATHODOLOGICAL INTERESTS

▪ Quantile Regression

▪ Functional Coefficient / Structural Model  

▪ Bayesian Methods / Time Series

INVITED LECTURES

▪ BNK Financial Group, Digital Marketing Analytics 

▪ BNK Kyungnam, Digital Transformation in Marketing 

TEACHING

   Undergraduate

▪ 마케팅원론 (Principles of Marketing)

▪ 마케팅 조사론 (Marketing Research)

▪ 광고론 (Advertising)

▪ 브랜드 관리론 (Brand Management)

▪ 디지털 마케팅 (Digital Marketing)

▪ 비즈니스 어넬리틱스 (business Analytics)

▪ 마케팅 전략 (Marketing Strategy)

▪ 연구학점제 I

▪ 연구학점제 II

   Graduate

▪ 응용 통계 (Applied Statistics) 

▪ 마케팅 통계 (Marketing Statistics) 

▪ 디지털 마케팅 (Digital Marketing)

▪ 마케팅 전략 (Marketing Strategy)

▪ 마케팅 모델 세미나 (Marketing Model Seminar)

▪ 마케팅 이론 세미나 (Marketing Theory Seminar)

▪ 연구방법론 I (Research Methodology I)

▪ 연구방법론 II (Research Methodology II)

UNDER REVIEW / WORKING PAPERS

▪ Joo Hwan Seo & Jane Yoo, "Effect of Hidden Cost on the Value of Shelf-Space,"

     Status : Under Review

▪Joo Hwan Seo, Mark Yim, Jinsun Ahn & Larry Yu,

    "Investigating the moderating role of CEO narcissism between advertising and firm

     performance in the restaurant business,"

     Status : 2nd Round review at Journal of Current Issues & Research in Advertising

▪ Kong, N & Joo Hwan Seo, "The Influence of Advertising Language & Brand Loyalty on

     Consumers' purchase Intentions."

     Status : 2nd Round review at Asia Pacific Journal of Marketing and Logistics

▪ Mark Yim, Juwon Jang, Seung Yoo, Joohwan Seo, "When do people pay attention to digital transit 

    advertising in subway stations? A year-long study using facial recognition systems."

    Status : 2nd Round Review at International Journal of Advertising

▪ J. Lee & Joo Hwan Seo, "A Study of Dynamic relationship between Authentic Online Reviewers 

    and Consumers; Attribute Sentiment Online Text and language Structure."