Interview with Park Sung-joon (GBA, Class of 2008) on the appointment of a professor at National Chen
- bizskk
- Hit458
- 2023-01-18
Park Sung-joon, an alumnus of our university's Department of Global Management, is currently serving as an assistant professor of business administration at the National University of Politics in Taipei for the fourth year. Alumnus Park Sung-joon entered the Department of Global Business Administration in the first class and participated in various activities both inside and outside the school, and participated in Professor Lee Eun-joo's Neuromarketing Research Project for the first time to feel interest in marketing research. Let's listen to the story of alumnus Park Sung-joon, who is full of memories about the campus, enough to bring a smile to his face when he thinks of his alma mater.
1. Hello, nice to meet you. Please introduce yourself and the field you are currently researching.
Hello, I am Park Sung-joon, a graduate of the class of 2008 in the 1st class of global business administration. Immediately after graduating from the undergraduate department, I went to the graduate course of the Korea Advanced Institute of Science and Technology(KAIST) and got a Ph.D. in business engineering. Since then, I gained practical experience in the marketing strategy team of Samsung Electronics' memory division and is currently working as an assistant professor of business administration at National Political University in Taipei, Taiwan. As lecture subjects, Marketing Management and Market Research subjects are taught to undergraduate and MBA students, and Quant Research Method and Marketing Seminar classes are taught as doctoral courses.
2. I heard that you are a professor of marketing at National Chengchi University. I'm curious about the process of getting hired. Please explain the reason and process for applying.
When I was in graduate school, I had the opportunity to pass the PhD qualification exam and give lectures at the university. I felt the significance of meeting with students and delivering knowledge, but I felt the limitation of teaching business administration without practical experience. Therefore, I joined Samsung Electronics to gains practical experience after completing my Ph.D. Although I was interested in experiencing living knowledge through practical experience, I challenged the appointment of a professor at a foreign university to realize my dream of becoming an educator.
I am currently an assistant professor of business administration at the National University of Politics in Taipei for the fourth year, and I have spent every class preparing for lectures precious and meaningful because I can meet the best students in Taiwan.
3. Until recently, there must have been a lot of disruptions in lectures due to COVID-19. How did you overcome it tin the class?
My teaching method is experiential learning through experience and discussion-oriented class to find answers to questions. Online lectures due to COVID-19 were not easy at first, but I sought opportunities to communicate with students by doing offline classes in parallel. In addition, we created a virtual online market and applied marketing techniques that students learned in class to promote their products directly to consumers and create sales. We conducted a project-type class focusing on developing problem-solving skills by learners themselves. Through regular offline meetings, we experienced the process of creating new knowledge by colliding with flashes of knowledge through time to think about students's concerns and questions together.
4. What are some of the most memorable activities you participated in during your undergraduate days?
I entered the first class of GBA in the class of 2008, so most of the department activities were unprecedented early attempts. The most memorable school activity was the GBA Prayer Meeting that I created with my Christian colleagues. We met regularly, talked about the Bible, and prayed for the campus together. It was a special meeting because I was able to learn how to illuminate the direction of life and explore the truth through the Bible during my college life. I still keep in touch with the friends I met at the time, and it is an important part of my undergraduate life.
It is a also a meaningful in-school activity called Undergraduate Research Program. At that time, I participated in Professor Lee Eun-joo's Neuro Marketing Research Project for the first time and felt interest in marketing research, and now it is an activity that become the first stepping stone for me to grow into a marketing researcher. I am always grateful to my teacher for letting me know my favorite field by experiencing various activities. The research activities I participated in during my undergraduate years played a major role in my career decision, so I am currently selecting a number of undergraduate research assistants to provide student with an opportunity to experience research.
One of the most memorable suburban activities is the Cheil Worldwide Marketing Contest I participated in when I was an undergraduate. At that time, I worked with three colleagues in the seminar room of the International Pavilion until late at night for a few weeks to build a Samsung Electronics mobile campaign strategy and win a silver award. It was a valuable opportunity to experience how the knowledge I learned in my undergraduate years was used in practice, along with sharp evaluations by working-level officials at the time.
It is also an impressive suburban activity that I have worked with MIT Media Lab graduate students in the United States. We explored the needs from the perspective of consumers using digital technology and explored how to derive service design. Since then, we have created a controller model for IoT services that can control multiple digital products at once, and we have an opportunity to display our products in Daehak-ro. Through conversations with Ph.D. students at that time, I became more confident in my career path to graduate school.
5. If you have any research results published by the conference or papers published in famous journals, please introduce them together.
I'm interested in the marketing phenomenon that occurs at the point where consumers and digital technologies meet. For example, when a mobile advertisement is presented, the consumer encounters the advertisement through a mobile app or website. A study comparing the effectiveness of mobile's two advertising paths is published in the Journal of Advertising Research(SSCI) in 2020. In addition, a study was published in the journal Psychology & Marketing(SSCI) in 2021 that looked at how different technology acceptance process occurred in hospitals and restaurants when consumers received services through artificial intelligence(AI) humanoid robots.
A recent study using text-mining technique to analyze reviews left by consumers on websites and comparing online service evaluation according to language use between a group that uses English as a native language and a group that uses English as a second language was recently published in the Journal of Services Marketing(SSCI) jorunal.
6. Please tell me about your future research plan.
I am interested in future marketing research using digital technology. Recently, we are conducting a meta study to analyze big data literature on AI chatbot services. In addition, I would like to conduct research on human creativity and emotions based on the use of AI technology in the mid to long term. I would like to theoretically study how consumers react cognitively and experience emotionally when dealing with new technologies. Through this, I would like to scientifically explore consumer needs and present practical implications linked to corporate sales.
7. If you have a chance to visit your alma mater, where do you want to go the most?
When I think of my alma mater, I naturally draw a smile. I think it's because we made a lot of memories together when we were young on campus. If I visit my alma mater, I would like to visit the seminar room of the International Hall. When I was in the first grade, the International Hall was not yet completed, and all classes were held in the International Hall from the second grade. I think I spent a long time living in the seminar room of the International Hall. Especially when I was in the third grade, I remember my teammates staying up all night preparing for the I-core project. Also, I want to go to a snack bar located at the side door of the library. I put a note on the wall with my colleagues on the post-it, but I'm not sure if it still exists.^^
8. Lastly, please tell me what you want to say or give advice to your juniors at Sungkyunkwan University's business school.
If you stop trying and give up, you won't be able to reap the fruits of your harvest. I'm sure you're afraid and worried because your career after graduation is your first time, but I think you can take on challenges in the future because your expectations and hopes coexist. Rather than worrying too much about the uncertain future, I encourage you to become juniors who are trying and moving forward little by little.