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Simon Jang

Dr Simon Jang

Senior Lecturer in Empirical Marketing

Cardiff Business School

+44 29208 74552
Aberconway Building, Room S46, Colum Road, Cathays, Cardiff, CF10 3EU
Available for postgraduate supervision


Dr Seongsoo (Simon) Jang is a Senior Lecturer in Empirical 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.











Book sections


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

Grant activities

  • Jang, S. (PI), Lai, Y., & Dineva, D. (2023-2025, 24 months). Data-driven strategic decision-making in charity marketing: A management KTP between Cerebra and Cardiff University, Knowledge Transfer Partnership, UK Research and Innovation. Project ID: 523842
  • Jang, S. (PI), Liu, H., & Mert-Cakal, T. (Feb-Apr 2023). Building co-production model in housing and regeneration in Newport (Phase 2), ESRC Local Acceleration Fund (LAF), UK. Project ID: ESRC IAA LAF- 514148.
  • Jang, S. (PI) & Liu, H. (Aug-Oct 2022). Building co-production model in housing and regeneration in Newport (Phase 1), ESRC ocal Acceleration Fund (LAF), UK. Project ID: ESRC IAA LAF-521813. 

Conference track chair

  • Cardiff-Newcastle-Xiamen Tri-University Conference (2019; 2022, 2021; 2023): Marketing & Tourism     
  • Global Marketing Conference (2020; 2023): Big data and local intelligence in retail, tourism, and hospitality
  • Global Fashion Management Conference (2019): Pricing and promotions   
  • Global Marketing Conference (2016): Public policy & marketing


Teaching commitments

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



  • 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, Seoul, South Korea, 2012–2014: (1) Lead a data-driven new product development project focusing on mobile commerce market and (2) consulted key performance indicators for e-commerce and mobile services.

  • Trainer (part-time) at SK Group, Seoul, South Korea, 2012–2014: Taught “marketing analytics” toward marketing and new product development managers in SK Planet and “data-driven marketing” in SK Group Marketing Academy.

  • Marketing Strategy Manager, SK Telecom, Seoul, South Korea, 1998–2011: (1) Managed 3G network-based new service development and marketing strategy, (2) managed international roaming product (alliance, contract, service, pricing, promotions), and (3) researched cellular and satellite communication service in Korea and global markets.

Honours and awards

  • 2022 Outstanding Contribution Award at Cardiff University
  • Best Paper Award for the 2022 Tourism, Hospitality, and Event for Researchers, Educators, Practitioners, and Students (THEREPS) conference, Philadelphia, USA (with Jinwon Kim)
  • Runner-up for the 2021 Travel and Tourism Research Association (TTRA) Best Research Paper Award, USA (with Jinwon Kim)
  • Outstanding Service Award at Antalya International University, Turkey (2015)

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

Committees and reviewing

  • Journal reviewer
    • Journal of Business Research
    • Industrial Marketing Management
    • European Journal of Marketing
    • International Journal of Hospitality Management
    • Information Technology & People
    • Australasian Marketing Journal
  • Editorial board   

    • Asia Marketing Journal (2023-Present) 


I am interested in supervising PhD students in the areas of real-world data-based quantitative and empirical research on:

  • Digital marketing (mobile application, mobile game, gamification)
  • Retail marketing
  • Charity marketing
  • CSR/ESG strategy and effectiveness
  • Spatial analytics in business and tourism

Current supervision

Luyang Gao

Luyang Gao

Research student