Dr. Jennifer Lee
Assistant Professor, Administrative Sciences; Coordinator, Global Marketing Management
Assistant Professor, Administrative Sciences; Coordinator, Global Marketing Management
PhD, State University of New York at Binghamton; MA, Oregon State University; BS, Yonsei University
How does your multidisciplinary research expertise inform the curriculum for BU MET’s graduate programs in global marketing management?
As a marketing scholar with a focus on marketing strategy, my primary research interests include relationship management, agency problems, information economics, and leadership. My multidisciplinary research philosophy values building a holistic understanding of various market phenomena, with the ultimate goal of applying theory to practice.
As a marketing scholar with a focus on marketing strategy, my primary research interests include relationship management, agency problems, information economics, and leadership. My multidisciplinary research philosophy values building a holistic understanding of various market phenomena, with the ultimate goal of applying theory to practice.
Marketing has immediacy to BU MET’s global marketing management students, who are exposed to advertisements and promotions during their daily routines. As an educator, I aim to develop our students’ general interest into professional skills. My classroom serves as a platform for holistic market analysis, interactive learning experience, and practical knowledge.
Teaching allows me to accomplish what I believe to be the essential responsibility of all marketers: to create, communicate, deliver, and exchange knowledge and information. I strongly believe I can create value for the society at large through education. Our goal is to foster young professionals who are not only knowledgeable but also self-confident, proactive, and comfortable working in team-based environments.
What course(s) do you teach at MET?
I teach graduate-level courses, including Ecommerce (MET AD 648), Marketing Analytics (MET AD 654), and Innovative Marketing Techniques (MET AD 737).
I teach graduate-level courses, including Ecommerce (MET AD 648), Marketing Analytics (MET AD 654), and Innovative Marketing Techniques (MET AD 737).
Is there a particular project within the course(s) you teach that most interests your students? What is it and why?
Our program’s Innovative Marketing Techniques course includes a web-based simulation project where students employ various digital marketing techniques for a fictitious e-retailer. Students work within the given budget to optimize digital ad campaigns and maximize performance. The project encourages “learning by doing,” and students are highly engaged as they work in teams during the rounds of simulation. Since the project closely resembles activity in an actual business setting, students learn skills that are directly applicable to practice.
Our program’s Innovative Marketing Techniques course includes a web-based simulation project where students employ various digital marketing techniques for a fictitious e-retailer. Students work within the given budget to optimize digital ad campaigns and maximize performance. The project encourages “learning by doing,” and students are highly engaged as they work in teams during the rounds of simulation. Since the project closely resembles activity in an actual business setting, students learn skills that are directly applicable to practice.
What initially drew you to Boston University? How did you connect with BU MET?
My goal was to join a forward-looking institution that is open to adopting innovative technologies and theories for delivering a high-quality graduate education in marketing. I was drawn to BU MET’s approach to providing online and blended learning opportunities, the quality of their facilities, and the support they offer to their students. Also, BU MET’s Administrative Sciences programs are accredited by AACSB International—The Association to Advance Collegiate Schools of Business. To earn AACSB accreditation, a school must align with 15 very high standards of practice. Such an accreditation is highly meaningful because it underscores the quality of business education at MET.
My goal was to join a forward-looking institution that is open to adopting innovative technologies and theories for delivering a high-quality graduate education in marketing. I was drawn to BU MET’s approach to providing online and blended learning opportunities, the quality of their facilities, and the support they offer to their students. Also, BU MET’s Administrative Sciences programs are accredited by AACSB International—The Association to Advance Collegiate Schools of Business. To earn AACSB accreditation, a school must align with 15 very high standards of practice. Such an accreditation is highly meaningful because it underscores the quality of business education at MET.
In your opinion, what are the distinguishing characteristics of BU MET’s graduate programs in global marketing management? What sets MET apart from the competition?
One of the main goals of our global marketing management graduate programs is to nurture our students to become both globally competitive and digitally compatible. To achieve this goal, our curriculum incorporates the use of relevant international business cases and takes a hands-on approach to digital technologies. More importantly, education is delivered based on a combination of traditional and applied marketing theories.
One of the main goals of our global marketing management graduate programs is to nurture our students to become both globally competitive and digitally compatible. To achieve this goal, our curriculum incorporates the use of relevant international business cases and takes a hands-on approach to digital technologies. More importantly, education is delivered based on a combination of traditional and applied marketing theories.
What are you currently researching? What is the essence of the topic you are exploring?
Customers often face difficulty evaluating the true quality of services and products. In response to this challenge, new platforms have been created to reduce customers’ uncertainty and to assist them with their purchases. Yelp is one example of the many web-based, customer-to-customer review sharing platforms that have become popular over the past decade. Thanks to the development of customer review platforms, which now exist for nearly all service categories, customers have access to objective evaluations of firms’ products and services. I am interested in how we respond to this emerging market environment, and have been conducting an academic examination of how customers look for peer-provided signals when facing difficulty evaluating product quality.
Customers often face difficulty evaluating the true quality of services and products. In response to this challenge, new platforms have been created to reduce customers’ uncertainty and to assist them with their purchases. Yelp is one example of the many web-based, customer-to-customer review sharing platforms that have become popular over the past decade. Thanks to the development of customer review platforms, which now exist for nearly all service categories, customers have access to objective evaluations of firms’ products and services. I am interested in how we respond to this emerging market environment, and have been conducting an academic examination of how customers look for peer-provided signals when facing difficulty evaluating product quality.
As Coordinator for BU MET’s global marketing management graduate programs, how do you see the curriculum evolving to stay current with industry trends?
With the growth of digital transactions and the ubiquitous sharing of information, it is no longer meaningful to segment the market based on the geographic location. Global marketing concepts, therefore, are now nearly universally applicable. We develop our curriculum to stay current with such trends, while nurturing in our students the skills to communicate efficiently in digital languages, the ability to set goals that will allow them to succeed in the global market environment, and the passion to stay up-to-date with rapidly-changing market trends.
With the growth of digital transactions and the ubiquitous sharing of information, it is no longer meaningful to segment the market based on the geographic location. Global marketing concepts, therefore, are now nearly universally applicable. We develop our curriculum to stay current with such trends, while nurturing in our students the skills to communicate efficiently in digital languages, the ability to set goals that will allow them to succeed in the global market environment, and the passion to stay up-to-date with rapidly-changing market trends.