Hi, I am Seoyoung Kim (suhyoungkim),
a Ph.D. candidate in Marketing at the Terry College of Business, University of Georgia.
















ABOUT ME


As a marketing strategy doctoral candidate, I am interested in how market stakeholders—consumers, firms, and the public—respond to & learn from paradigmatic changes of others in the marketplace.

To investigate such dynamic relationships under uncertainty, I am studying a variety of substantive issues such as digital advertising spending, multi-armed bandit budget allocation, distribution channel strategy, or sales lead qualification leveraging various methodologies such as applied econometrics, text analysis, network analysis, and statistical machine learning.


EDUCATION




 Ph.D. in Marketing, University of Georgia, USA (2017 - 2022)
* Advisor : Sundar Bharadwaj



 M.S. in Marketing, Korea University, South Korea (2015 - 2017)
 B.B.A. in Business Administration (Major) & B.A. in Fashion Design & Merchandising (2nd Major), Korea University, South Korea (2010 - 2015)

RESEARCH


WORK UNDER REVIEW

“Bricks, Clicks and Taps: A Meta-Analysis of Distribution Channel Effectiveness,” with Peng Zhang and Anindita Chakravarty, Under 2nd round review at Journal of Marketing.


PUBLICATION

Kim, Seoyoung*, Sungkyu Lee, Jong-Ho Lee, and Charles R. Taylor (2019), “Can premium private labels compete with luxury brands: the impact of advertising on perceived luxuriousness,” International Journal of Advertising, 1-22.


WORKING PAPER

“Going Digital to Conform and to Perform: Learning Mechanisms Underpinning the Budgetary Decision on Digital Advertising” with Sundar Bharadwaj (Writing stage).

“Role of Knowledge Networks in Idea Evolution in Marketing Academia” with Anindita Chakravarty and Sundar Bharadwaj (Data analysis stage).

[Brand Activism] with Sundar Bharadwaj (Data analysis stage).

“Not Too Little, Not Too Much: How to Communicate to Consumers during the COVID-19 Crisis” with Son K. Lam, Pengyuan Wang and Stephan Ludwig (Data collection stage).

[Sales Lead Qualification using Machine Learning] with Pengyuan Wang, Michel Van der Borgh and Son K. Lam (Data analysis stage).

“A Critical Review of Process Research in Marketing” with Michel Van der Borgh and Son K. Lam (Idea generation stage).


SELECTED PRESENTATION

* denotes presenter.

Seoyoung Kim* and Sundar Bharadwaj, “Going Digital to Conform and to Perform: Learning Mechanisms Underpinning the Budgetary Decision on Digital Advertising,” Doctoral Research Showcase, Decision Sciences Institute Annual Conference, Nov 2020, Online.

Seoyoung Kim* and Sundar Bharadwaj, “Going Digital to Conform and to Perform: Learning Mechanisms Underpinning the Budgetary Decision on Digital Advertising,” ISMS Marketing Science Conference, Jun 2020, Online.

Peng Zhang, Seoyoung Kim and Anindita Chakravarty*, “Channel Elasticity and Marketing Mix Synergies: A Meta Analytic Review,” AMA Winter Academic Conference, Feb 2019, Austin, TX.

Seoyoung Kim* and Sundar Bharadwaj, “Drivers of the Budgetary Transition to Digital Advertising,” AMA Winter Academic Conference, Feb 2019, Austin, TX.

Peng Zhang*, Seoyoung Kim and Anindita Chakravarty, “Distribution Channel Elasticity: A Meta- Analytic Review,” Southeast Marketing Symposium, Jan 2019, Memphis, TN.

Seoyoung Kim*, Sungkyu Lee, Jong-Ho Lee and Charles R. Taylor, “Advertising’s Influence on Perceived Luxuriousness of a Premium Private Label,” Special Session on “Luxury Brand Advertising: Theory and Practice,” Global Fashion Management Conference, Jul 2017, Vienna, Austria.

Seoyoung Kim*, Sungkyu Lee, Jong-Ho Lee and Charles R. Taylor, “Drivers of Perceived Luxuriousness of a Premium Private Label Product,” AMA Summer Academic Conference, Aug 2016, Atlanta, GA.

Seoyoung Kim*, Sungkyu Lee, Jong-Ho Lee and Charles R. Taylor, “Advertising’s Influence on Perceived Luxuriousness of a Premium Private Label Brand,” Special Session on “Luxury Brand Management in Advertising,” Global Marketing Conference, Jul 2016, Hong Kong, China.


TEACHING


TEACHING STATEMENT

“Tell me and I forget. Teach me and I remember. Involve me and I learn.” — Benjamin Franklin

At the core of my pedagogical philosophy is the question, “Is it relevant enough to students?” I consider teaching a process in which I help students internalize new knowledge by making their learning be more relevant to them. My approach to teaching builds on my scholarly perspective of seeing marketing as a lens that allows us to better understand what is happening in our daily lives.

With my passion for marketing driving major parts of my life, marketing cannot be more relevant to me. However, I understand it may not be the case for most students taking my course. Thus, when teaching marketing to students, I strive to motivate them to realize the beauty of marketing and relate marketing to their lives as much as I do.


EXPERIENCE

International Marketing (Rating: 4.92/5.00, 98.42%), Instructor of Record, University of Georgia (Spring 2020)

Principles of Marketing, Graduate Teaching Assistant, University of Georgia (Fall 2019)


COMMENTS FROM MY LOVELY STUDENTS

“Everything was great.”

“I love this class! Such a wonderful professor. Cared about us.”

“Professor Kim is amazing! Seriously, I have nothing bad to say about her. She's fantastic. Always came prepared to class and encouraged us to speak up and share our thoughts. She's a fantastic educator and UGA is lucky to have her here. Thanks for everything Professor Kim! You are the best.”

“Loved this class! Such a great experience.”

“This has been one of my favorite courses to take at UGA, it was very well organized and taught real world skills.”

“Professor Kim is one of the best professors I have taken at UGA! She is very knowledgable and really cares about her students understanding every single concept. Well organized, and lovely person!”

“Professor Kim was by far my favorite professor this semester! She was a such a supportive professor and went above and beyond to make sure we were comfortable with the course load, and excited about the course material and coming to class. It was evident she cared deeply about getting to know each of her students and put a lot of effort into making her course interesting to her students.”

“Loved this class! Such a great experience.”

“Course was super interesting and I wish there were more levels to this information so I could learn more about international business and marketing.”

“I think the instructor is very knowledgeable and is very helpful. She offers very helpful feedback on our work and shares new perspectives. I like that she includes many examples in her slides as well.”

“The instructor was very enthusiastic about teaching the course and was helpful and available when I had questions or issues with the classwork.”

“I really liked Professor Kim. She is very kind and even knew all of our names after a week or two. I have never had a professor do that.”

HONORS & AWARDS


John Munro & Flavel McMichael Godfrey Graduate Scholarship, University of Georgia, 2020-2021

Fellow, Marketing Strategy Consortium, 2020

Sawtooth Software Grant, Sawtooth software, 2020

Pittard Distinguished Ph.D. Fellowship, University of Georgia, 2019-2021

Virgil D. Cover Scholarship, University of Georgia, 2019-2021

Korea University Southeast Alumni Scholarship, KU Southeast Alumni Association, 2019

Best Paper of the Track Award – “Inter-firm Complexity”, Winter AMA Conference, 2019

William O. Bearden Doctoral Student Research Award, Southeast Marketing Symposium 2019

Best Thesis Proposal Award, Korea University Business School, 2016

CONTACT


Seoyoung Kim

Ph.D. Candidate, Terry College of Business, University of Georgia

B327 Amos Hall, 620 S. Lumpkin St. Athens GA, 30602

seoyoungkim@uga.edu



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