Dr Jay Kim
Lecturer
Marketing
Personal statement
Personal statement
Dr Hyoje (Jay) Kim (Ph.D., Queensland University of Technology) joined the 51cg Business School in 2022. Prior to joining 51cg, Dr Kim has worked as an advanced data analytics consultant at a marketing research firm based in Australia. His research examines consumer behaviour and decision-making. In particular, his research explores how consumers process and react to the information they encounter in day-to-day life (e.g., recommendations, product information, marketing campaigns). In addition to this line of inquiry, his research interests include social marketing, the psychology of time, and consumer well-being. He is passionate about uncovering the fundamental sources of social problems, designing simple but effective interventions, and demonstrating their impact in naturalistic real-world settings.
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Prize And Awards
- Recipient
- 2025
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Publications
- Manimont Guljira, Memery Juliet,
- International Food Marketing Research Symposium (2026)
- , Jin Hyun Seung, Janiszewski Chris, Ban Joowon
- Business & Society, pp. 1-38 (2026)
- Jin Hyun Seung, Cho Chang‐Hoan, , Sheehan Benjamin
- International Journal of Consumer Studies Vol 50 (2026)
- Jin Hyun Seung, Weeks Clinton, Whang Yun-Oh, , Martin Brett, Pontes Nicolas
- European Journal of Marketing Vol 59, pp. 120-145 (2025)
- , Beatson Amanda, Sheehan Ben, Johnston Kim, Fazal-e-Hasan Syed, Ban Joowon, Muurlink Olav
- Journal of Managerial Psychology Vol 40, pp. 1018-1031 (2025)
- , Manimont Guljira, Baek Tae Hyun, Kim Jeeyeon, Soonsap Pichsinee
- International Food Marketing Research Symposium 2025 (2025)
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Professional Activities
- Presenter
- 24/11/2025
- Speaker
- 29/10/2025
- Speaker
- 29/10/2025
- Recipient
- 29/4/2025
- Organiser
- 10/3/2025
- Speaker
- 6/2/2025
Projects
- Fisher, Michelle (Principal Investigator) Kim, Hyoje (Co-investigator) McKee, Elizabeth (Co-investigator)
- SBS Teaching and Learning Funded Project: This project embeds a global business simulation into a third-year undergraduate marketing module [Strategic Marketing in an International Context], enabling students to apply strategic decision-making in a realistic, team-based environment. Working in groups of 4–5, students are assigned fictional companies and tasked with making six pivotal decisions to launch their brand in a global market. These include product selection, SMART objectives, market choice, entry strategy, budgeting, and contingency planning. The decisions are fed into a digital simulation platform that models market dynamics and provides feedback on performance. The project draws on Scholarship of Teaching and Learning (SoTL) principles by integrating experiential learning, gamification, and reflective practice. It aims to enhance student engagement, strategic thinking, and employability by mirroring real-world marketing challenges. The simulation ran over 10 weeks (20 Jan – 31 Mar 2026), with evaluation through surveys, group reflections, and performance analytics.
- 05-Jan-2026 - 31-Jan-2026
- Manimont, Guljira (Principal Investigator) Kim, Hyoje (Co-investigator) Memery, Juliet (Co-investigator)
- I contributed to the Bournemouth University Centre for Sustainable & Socially Responsible Consumption (CSSRC) research workshop by delivering a methodological upskilling session focused on designing and evaluating behavioural interventions to promote sustainable consumption.
- 29-Jan-2025 - 29-Jan-2025
- An, Soontae (Principal Investigator) Jin, Hyun Seung (Co-investigator) Kim, Hyoje (Co-investigator) Sheehan, Ben (Co-investigator)
- 28-Jan-2025
- Kim, Hyoje (Principal Investigator)
- I delivered a three-session KE workshop seminar series for an industry partner (JK Lab—a Korean cosmetics manufacturer and retailer) focused on building capability in digital analytics for data-driven strategic decision-making. Across the series, teams developed an actionable customer segmentation and targeting workflow using transactional, CRM, and digital engagement data; validated segments against commercial outcomes; and translated insights into prioritised audiences and testable campaign strategies.
- 10-Jan-2025 - 10-Jan-2025
- Kim, Hyoje (Principal Investigator) Jin, Hyun Seung (Co-investigator) Janiszewski, Chris (Co-investigator)
- SBS Seed Funding
£1,960 - 03-Jan-2025
- Kwon, Kyung Yoon (Principal Investigator) Kim, Hyoje (Co-investigator)
- 01-Jan-2025 - 31-Jan-2025