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Dr Seongsoo (Simon) Jang

Dr Seongsoo (Simon) Jang

Senior Lecturer in Marketing

+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 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, British Journal of Management, Journal of Business Research, Annals of Tourism Research, Journal of Travel Research, Tourism Management, and International Journal of Hospitality Management.

Before he joined Cardiff Business School in 2018, 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.


Academic experiences

  • Doctorate in Business Administration: Grenoble Ecole de Management, France (2014)
  • Master of Business Administration, Peking University, China (2010)
  • Master of Science in Technology Management: State University of New York at Stony Brook, USA (2002)
  • Bachelor of Economics: Hankuk University of Foreign Studies, South Korea (1998)

Industry experiences

  • Marketing analytics manager: SK Planet, South Korea (2012-2014)
  • Marketing strategy manager: SK Telecom, South Korea (1998-2011)

Honours and awards

  • Best paper award, Tourism, Hospitality, Event, & Conference for Researchers, Educators, Practitioners, & Students, Philadelphia, USA (2022)
  • Outstanding service award at Antalya International University (2015)
  • National Research Foundation of Korea Grant funded by the Sogang University, South Korea (2012)

Professional memberships

  • Community Spatial Lab, University of Florida
  • 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

  • "Conducting empirics-based marketing research using real world data" Newcastle University Business School (2022)
  • “Big data and transformational entrepreneurship” MSc in Business Strategy and Entrepreneurship, Cardiff Business School (2022)
  • “Sustainable business model: A case study of mobile outdoor exercise application” Entrepreneurship in Tourism, Leisure and Sport course, University of Florida (2021)
  • “Conducting real-world data (RWD)-based empirical research: Backwards research method and one-(RWD)-source-multi-paper strategy" Community Spatial Lab seminar, University of Florida (2020)
  • “Opening and closing innovation processes at will: Leveraging four generic NPD strategies to maximize digital product market performance” JPIM paper development workshop, Milan (2019)
  • “Management culture in South Korea” Asian Management Systems course, Cardiff Business School (2019)
  • “Exploring marketing problems from exercise behavioral data” Korea Advanced Institute of Science and Technology (KAIST), South Korea (2019)
  • “Aiming at top-tier journal publications: Takeaway from Aston Research Camp” Cardiff Business School (2018)
  • “University management and performance: From a marketing analytics perspective” Continuing Professional Development (CPD), Cardiff University (2018)

Committees and reviewing

  • Journal reviewer
    • Journal of Business Research
    • Industrial Marketing Management
    • European Journal of Marketing
    • International Journal of Hospitality Management
    • Information Technology & People
    • Technovation
    • Australasian Marketing Journal
  • Conference track chair
    • Global Marketing Conference ("Big data and location intelligence in retail, tourism, and hospitality"): 2023; 2020
    • Global Fashion Management Conference ("Pricing and promotions"): 2019
    • Cardiff-Newcastle-Xiamen tri-university conference ("Marketing and Tourism"): 2022; 2021; 2019










Teaching commitments

  • Marketing Research (UG, MSc)
  • Marketing Metrics (MSc)
  • Marketing Analytics (MSc, EMBA)
  • PhD/MBA Dissertations

Research interests

“Real-world data-based, interdisciplinary, and quantitative research in marketing and tourism”

  • Digital Marketing: Digital innovation (AI, robot, blockchain)-driven marketing; branded/exercise apps; mobile app usage behavior; livestreaming marketing; gamification
  • Spatial Marketing: Socio-spatial approach and critical GIS in retail, tourism, and hospitality settings
  • Better Marketing for a Better World (BMBW): Charity marketing; marketing-led organizational resilience; CSR/ESG; food challenge-led innovation; community health


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

Current supervision


Luyang Gao

Research student

Past projects

  • Co-supervisior (50%) for Liqing La (visiting student) - The effectiveness and psychological mechanism of messsage appeals in the tourism and hospitality industry (expected 2023)