Jung Ju Yu

Qualifications

• PhD - Marketing (Yale University)
• M.A. - Marketing (Yale University)
• M.Phil. - Marketing (Yale University)
• BSc - Mathematics (Brown University)

Biography

The primary focus of my research is on digital marketing and branding. Recently, I have been investigating how firms should use customer data for marketing, such as targeted advertising and personalized recommendations.

Teaching Areas

Marketing analytics, Digital Marketing, Marketing strategy, Branding

Research Grants

PI: "Luring customers on search platforms using list price: a theoretical and empirical analysis", General Research Fund - Hong Kong RGC, Amount: HKD 405241 (2021-2022), YU Jung Ju

PI: "Brand positioning through product-line design", Start-up Grant - City University of Hong Kong, Amount: HKD 300000 (2019-2021), YU Jung Ju

PI: "The value of information in targeted advertising", Early Career Scheme - Hong Kong RGC, Amount: HKD 367500 (2019-2020), YU Jung Ju

Teaching Activities (past 5 academic years)

• 2020-2021 Bachelor's Degree Customer Analytics Postgraduate Degree Advanced Marketing Analytics Research Degree Doctoral Studies in Subject Area II (Quantitative Group) Marketing Modelling
• 2019-2020 Bachelor's Degree Customer Analytics Postgraduate Degree Advanced Marketing Analytics
• 2018-2019 Bachelor's Degree Data-centric Marketing Postgraduate Degree Advanced Marketing Analytics

Publications

Journal Publications and Reviews

Shin, Jiwoong ; YU, Jung Ju / Targeted Advertising and Consumer Inference. December 2020; In: Marketing Science.

YU, Jung Ju / A Model of Brand Architecture Choice: A Branded House vs. A House of Brands. May 2020; In: Marketing Science.

Neeman, Zvika; Öry, Aniko; Yu, Jungju / The benefit of collective reputation. September 2019; In: RAND Journal of Economics. Vol. 50, No. 4, pp. 787-821

Research Areas

Big Data Marketing, Digital Marketing, Targeted Advertising, Data Privacy, Consumer Search, Branding, Reputation