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Dr Seongsoo (Simon) Jang

Dr Seongsoo (Simon) Jang

Senior Lecturer in Marketing

Cardiff Business School

+44 292 087 4552
S46, Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU
Available for postgraduate supervision


Dr Seongsoo (Simon) Jang is a Senior Lecturer in Marketing and Tourism at Cardiff Business School.

He focuses on empirical and quantitative research that lies at the intersection of advanced methodology (e.g., hierarchical modeling and spatial analysis) and digital marketing (e.g., mobile apps, mobile games, gamification, two-sided platforms) and hospitality/tourism management (e.g., Airbnb, hotels, airlines, eating places). He has initiated multiple projects with external researchers while collaborating with leading high-tech & retail firms in South Korea, UK, and Europe. Examples are mobile application market, GPS-enabled exercise app operator, naitonwide bakery chain, and e-commerce player. He has published in Journal of Product Innovation Management, Journal of Public Policy & Marketing, Journal of Advertising, Journal of Business Research, Annals of Tourism Research, Journal of Travel Research, and International Journal of Hospitality Management.

Before he joined Cardiff Business School, he worked for various institutions across France, Turkey, and South Korea. Furthermore, he had industry experiences at large telecom and e-commerce companies in South Korea for 15 years. His roles were predominantly in the fields of marketing analytics, marketing strategy and retail management. He also took a role in training marketing & new product development managers to become data-driven decision makers at SK Group, South Korea.


He completed his Doctorate in Business Administration at Grenoble Ecole de Management in France (2014) and his Master degrees in Business Administration at Peking University, China (2010) and Technology Management at State University of New York at Stony Brook, US (2002). Two Master degrees were sponsored by SK Telecom, South Korea.

Honours and awards

  • Outstanding service award at Antalya International University (2015)
  • National Research Foundation of Korea Grant funded by the Sogang University, South Korea (2012)

Professional memberships

  • European Marketing Academy
  • Global Alliance of Marketing & Management Association (GAMMA)
  • Global R&D and Innovation (GLORAD)

Academic positions

  • August 2020 - present: Senior Lecturer, Cardiff Business School, Cardiff University
  • January 2018 - July 2020: Lecturer, Cardiff Business School, Cardiff University
  • August 2015 – December 2017, Assistant Professor in Marketing, Rennes School of Business, France
  • September 2014 – July 2015, Assistant Professor in Business Administration, Antalya International University, Turkey

Speaking engagements

  • JPIM paper development workshop, Milan (2019)
  • Korea Advanced Institute of Science and Technology (KAIST) PhD seminar, South Korea (2019)
  • China Scholarship Council Programme, Cardiff University (2018)

Committees and reviewing

  • Journal reviewer
    • Journal of Business Research
    • International Journal of Hospitality Management
    • Industrial Marketing Management
    • Technovation
    • Australasian Marketing Journal
    • Conferences (AMA, EMAC)










Teaching commitments

  • Marketing Metrics (MSc)
  • Marketing Analytics (eMBA)
  • Marketing Research (MSc)
  • MBA Dissertations
  • Marketing Project (MSc)

Research interests

  • Digital marketing: mobile app-driven customer participation
  • Hospitality analytics: Airbnb and hotel marketing
  • Tourism analytics: exercise tourism
  • Digital innovations (AI, service robots)
  • Mobile games and gamification


I am interested in supervising PhD students in the areas of:

  • Quantitative and empirical digital marketing
  • Hospitality and tourism analytics
  • Spatial analytics in business and tourism research