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Choong L

- Research Program Mentor

MBA/PhD at University of South Carolina

Expertise

research publication in any themes from any subjects above

Bio

Hello! I'm a tenured professor with over 30 years of experience in teaching and research in Business, Marketing, Consumer Psychology, and the use of Technology and Information in organizations, including Artificial Intelligence (AI). I've taught and conducted research in both the United States and South Korea. I'm passionate about understanding how businesses grow, how people make decisions, and how technology is changing the world around us. Whether you’re interested in business, tech, psychology, or anything in between, I look forward to helping you explore your strengths and build an exciting project. I also love to provide professional development on pursuing careers in business, marketing, entrepreneurship, and MIS (Management Information Systems). When I'm not teaching or conducting research, I love to play golf, enjoy delicious foods with my three daughters, and watch Netflix. I was also the director of a Korean Rugby university team for 10 years!

Project ideas

Project ideas are meant to help inspire student thinking about their own project. Students are in the driver seat of their research and are free to use any or none of the ideas shared by their mentors.

A Deep Dive into Social Media and Consumer Behavior (shopping, brand loyalty, cancel culture, and more).

Are you curious about how social media (e.g., TikTok) affects shopping behavior among teenagers and young adults? Do you ever wonder what factors lead to greater online shopping? Or what makes certain products more appealing than others? What causes businesses to flourish? Many of our everyday questions can lead us to scientific inquiries. You can pursue these topics either in the form of a scientific review-style paper, an independent survey study, or an experiment! A scientific review will teach you how to find, access, and critically analyze existing scientific literature and how to assemble primary literature into a scientific review. You will gain skills in writing and editing, as well as an in-depth knowledge of your chosen research topic. An independent study or experiment will show you how to design a survey, collect and analyze data, and report your findings.

Exploring the world of AI technology, entrepreneurs, and business development.

Do you have a fascination with all things technology, AI, and entrepreneurship? Are you curious about how businesses grow from the ground up? Have you ever wanted to develop your own ideas for a company, but didn't know where to start? In this project, you can begin to bring those ideas and questions to life. Some students do research and develop a business plan, while others conduct interviews with entrepreneurs and small businesses to produce a YouTube video or a Podcast. Whatever your interest, we can transform it into all types of content!

Marketing to Generation Z and Generation Alpha: How do Companies Attract and Retain

Are you intrigued by how brands capture attention and keep customers hooked? Do you love exploring the latest social media trends, influencer culture, or how brands like Nike and Glossier build loyal fan bases? Have you ever wondered how marketing strategies are crafted to appeal to Generation Z and Alpha? In this project, you’ll explore the world of brand marketing. You might conduct a research project interviewing consumers or marketing experts, design an experiment to uncover what keeps customers loyal, or analyze your favorite brands through a deep dive into marketing literature to write a scientific review. You could even create your own brand strategy and launch a marketing campaign on social media! The possibilities are endless, and whatever your interest, we’ll turn your ideas into engaging, real-world projects that bring brand marketing to life.

Languages I know

Korean at native level

Teaching experience

Tenured professor from Salisbury University and Yonsei University; Taught research methodology for 23 years

Credentials

Work experience

Salisbury University (1993 - 2002)
professor
Yonsei University (2002 - 2023)
Professor

Education

Yonsei University
BA Bachelor of Arts (1983)
Education
University of Rhode Island
MBA Master of Business Administration (1986)
Marketing
University of South Carolina
MBA/PhD Master of Business Administration and Doctor of Philosophy (1993)
Management Information System

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