Faculty
Yu, Jung Ju
Associate Professor / Marketing
Contact
02-880-5764
Bldg 58, Room 505
yujungju@snu.ac.krProfessor Introduction
Professor Yu is Associate Professor at the Seoul National University College of Business Administration and Graduate School of Business. Before recently joining SNU, he served as a faculty member at City University of Hong Kong as Assistant Professor and KAIST as a tenured Associate Professor.
Professor Yu's primary research and teaching interests lie in the value of consumer data, branding mechanisms, and firms' strategic decision-making surrounding these topics. Since earning his Ph.D. from the Yale School of Management in 2018, he has published in leading journals in marketing and related disciplines, including Marketing Science, Management Science, and the RAND Journal of Economics. In 2022, he was appointed to the Editorial Review Board of Marketing Science, a flagship quant marketing journal. In 2023, he was named a Young Scholar by the Marketing Science Institute in recognition of his outstanding research achievements as an early-career scholar.
[Research interests]
Online advertising, Economic value of data and data privacy policies, Branding, Customer journey and search, Strategic deployment of AI.
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Professor Yu's primary research and teaching interests lie in the value of consumer data, branding mechanisms, and firms' strategic decision-making surrounding these topics. Since earning his Ph.D. from the Yale School of Management in 2018, he has published in leading journals in marketing and related disciplines, including Marketing Science, Management Science, and the RAND Journal of Economics. In 2022, he was appointed to the Editorial Review Board of Marketing Science, a flagship quant marketing journal. In 2023, he was named a Young Scholar by the Marketing Science Institute in recognition of his outstanding research achievements as an early-career scholar.
[Research interests]
Online advertising, Economic value of data and data privacy policies, Branding, Customer journey and search, Strategic deployment of AI.
Education & Experiences
[Education]
Yale University School of Management
- Ph.D. in Marketing (2018)
- M.Phil, M.A. in Marketing (2015)
Brown University
- Sc.B. in Mathematics (2012)
[Academic positions]
Seoul National University Graduate School of Business
- Associate Professor (2026.3-)
KAIST College of Business
- Associate Professor (2025.9-2026.2)
- E-won Assistant Professor (2023.3-2026.2)
- Assistant Professor (2021.6-2026.2)
City University of Hong Kong 경영대학
- Assistant Professor (2018.8-2016.6)
[Visiting positions]
Yale University School of Management
- Fulbright Visiting Scholar (2025.8-2026.6)
[Awards and Honors]
Fulbright Visiting Scholar Program (2025)
Teaching Excellence Award (2024, KAIST College of Business)
Research Excellence Award (2023, KAIST College of Business)
Marketing Science Institute Young Scholars (2023)
E-Won Assistant Professor (2023-2026, KAIST Distinguished Assistant Professorship)
Harry and Heesun You Fellowship (2017, Yale School of Management)
[Corporate Teaching Experiences]
SK mySUNI: AI/Data Driven Marketing Workshop
Samsung Fire & Marine Insurance: AI Business Expert Development Program
Yale University School of Management
- Ph.D. in Marketing (2018)
- M.Phil, M.A. in Marketing (2015)
Brown University
- Sc.B. in Mathematics (2012)
[Academic positions]
Seoul National University Graduate School of Business
- Associate Professor (2026.3-)
KAIST College of Business
- Associate Professor (2025.9-2026.2)
- E-won Assistant Professor (2023.3-2026.2)
- Assistant Professor (2021.6-2026.2)
City University of Hong Kong 경영대학
- Assistant Professor (2018.8-2016.6)
[Visiting positions]
Yale University School of Management
- Fulbright Visiting Scholar (2025.8-2026.6)
[Awards and Honors]
Fulbright Visiting Scholar Program (2025)
Teaching Excellence Award (2024, KAIST College of Business)
Research Excellence Award (2023, KAIST College of Business)
Marketing Science Institute Young Scholars (2023)
E-Won Assistant Professor (2023-2026, KAIST Distinguished Assistant Professorship)
Harry and Heesun You Fellowship (2017, Yale School of Management)
[Corporate Teaching Experiences]
SK mySUNI: AI/Data Driven Marketing Workshop
Samsung Fire & Marine Insurance: AI Business Expert Development Program
Publications
[Journal editorial service]
Editorial review board: Marketing Science, (2022-)
Ad-hoc reviewer: Management Science, Journal of Marketing Research, Quantitative Marketing and Economics, Games and Economic Behavior, Production and Operations Management
[Published articles]
1. Jae-Yun Lee, Jiwoong Shin, and Jungju Yu (2025). "Communicating attribute importance under competition." Marketing Science, Vol. 45(3): 534-555.
2. Ning, Eddie, Jiwoong Shin, and Jungju Yu (2024). "Targeted advertising: strategic mistargeting and personal data opt-out". Marketing Science, Vol. 44(2): 390-410.
3. Ke, T. Tony, Jiwoong Shin, and Jungju Yu (2023). "A model of product portfolio design: guiding consumer search through brand positioning." Marketing Science, Vol. 42(6): 1101-1124.
4. Despotakis, Stylianos and Jungju Yu (2023). "Multidimensional targeting and consumer response." Management Science, Vol. 69(8): 4363-4971.
5. Shin, Jiwoong and Jungju Yu (2021). "Targeted advertising and consumer inference." Marketing Science, Vol. 40(5): 900-922.
6. Yu, Jungju (2021). "A model of brand architecture choice: A house of brands vs. A branded house." Marketing Science, Vol. 40(1): 147-167.
7. Neeman, Zvika, Aniko Oery, and Jungju Yu (2019). "The benefit of collective reputation." RAND Journal of Economics, Vol. 50(4): 787-821.
Editorial review board: Marketing Science, (2022-)
Ad-hoc reviewer: Management Science, Journal of Marketing Research, Quantitative Marketing and Economics, Games and Economic Behavior, Production and Operations Management
[Published articles]
1. Jae-Yun Lee, Jiwoong Shin, and Jungju Yu (2025). "Communicating attribute importance under competition." Marketing Science, Vol. 45(3): 534-555.
2. Ning, Eddie, Jiwoong Shin, and Jungju Yu (2024). "Targeted advertising: strategic mistargeting and personal data opt-out". Marketing Science, Vol. 44(2): 390-410.
3. Ke, T. Tony, Jiwoong Shin, and Jungju Yu (2023). "A model of product portfolio design: guiding consumer search through brand positioning." Marketing Science, Vol. 42(6): 1101-1124.
4. Despotakis, Stylianos and Jungju Yu (2023). "Multidimensional targeting and consumer response." Management Science, Vol. 69(8): 4363-4971.
5. Shin, Jiwoong and Jungju Yu (2021). "Targeted advertising and consumer inference." Marketing Science, Vol. 40(5): 900-922.
6. Yu, Jungju (2021). "A model of brand architecture choice: A house of brands vs. A branded house." Marketing Science, Vol. 40(1): 147-167.
7. Neeman, Zvika, Aniko Oery, and Jungju Yu (2019). "The benefit of collective reputation." RAND Journal of Economics, Vol. 50(4): 787-821.
