Jungju Yu is an EWon Assistant Professor at the KAIST College of Business. His primary research interests are in digital marketing and branding. At KAIST, he has taught an MBA course in Business Analytics and a Master/Ph.D. seminar in Analytical Modeling in Marketing.

He earned his Ph.D. from Yale School of Management and Sc.B. in mathematics from Brown University. CV_JungJu_Yu.pdf

학력

Yale University School of Management
Ph.D. in Marketing, 2018

Yale University School of Management
M.Phil., M.A. in Marketing, 2015

Brown University
Sc.B. in Mathematics, 2012

주요경력

KAIST College of Business (Seoul Campus)
- Assistant Professor (6/2021 -- present)
- EWon Assistant Professor (3/2023 -- 2/2026)

City University of Hong Kong
- Assistant Professor of Marketing (8/2018 -- 6/2021)

주요논문 (특허등)

[Published and Accepted Papers]

1. Ke, Tony, Jiwoong Shin, and Jungju Yu (2023). "A Model of Product Portfolio Design: Guiding Consumer Search through Brand Positioning." Marketing Science, 42(6): 1101--1124.

2. Despotakis, Stylianos, and Jungju Yu (2023). "Multidimensional Targeting and Consumer Response." Management Science, 69(8): 4363--4971.

3. Shin, Jiwoong, and Jungju Yu (2021). "Targeted Advertising and Consumer Inference." Marketing Science, 40(5): 900--922.

4. Yu, Jungju (2021). "A Model of Brand Architecture Choice: a House of Brands vs. a Branded House." Marketing Science, 40(1): 147--167.

5. Neeman, Zvika, Aniko Ory, and Jungju Yu (2019). "The Benefit of Collective Reputation." The RAND Journal of Economics, 50(4): 787--821.


[Work in progress]

1. "Targeted Advertising: Strategic mistargeting and personal data opt-out," with Eddie Z. Ning and Jiwoong Shin.

3. "Communicating attribute importance under competition," with Jae-Yoon Lee and Jiwoong Shin.

2. "A mechanism of explainable AI," with Sungwoon Byun.


[Awards, Honors and Grants]

MSI 2023 Young Scholars (2023)

EWon Assistant Professor (2023--2026)

ISMS Early Career Camp Fellow (2022)

Harry and Heesun You Fellowship (2017, Yale School of Management)

AMA-Sheth Foundation Doctoral Consortium Fellow (2017)

Yale Center for Customer Insights Fellow (2017)

ISMS Doctoral Consortium Fellow (2014)


[Academic Services]

Editorial Review Board Member at Marketing Science (2022--present)

연구분야

Customer journey, Data privacy, Digital advertising, Business implications of AI, Firm reputation and Branding.