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University of New Haven: Kyoung Nam Ha Lim
Kyoung
(Catherine) Nam
Ha Lim
Ph.D.
Assistant Professor
Business
Marketing & Quantitative Analysis
203.479.4181
MAXY120D
Maxcy Hall
About Me

    I earned a Ph.D. in Marketing, University of Washington. I am an Assistant Professor of Marketing at the University of New Haven and teach undergraduate, graduate, and executive MBA programs. My research focuses on two primary areas (1) marketing-finance interface and (2) customer relationship management (CRM) using big data. As regards the first research area, the main focus is on the role of market based intangible assets, i.e., brand equity, in influencing firm value and the role of strategic activities in brand and firm value creation. Regarding the CRM topic, I introduced a data mining approach to improve the predictability of future customer responses to marketing activities such as mailings and other forms of direct marketing promotions. My paper is published in the Journal of Interactive Marketing. I am an ad-hoc reviewer of Journal of Interactive Marketing. 

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    Education

    PhD, University of Washington, 2012.
    Major: Marketing

    ME, Texas A&M University, 2006.
    Major: Industrial and Systems Engineering

    MS, Seoul National University, 2004.
    Major: Industrial Engineering
    Supporting Areas of Emphasis: Data Mining
    Dissertation Title: Response model based on Neural Network and SVM

    BS, Seoul National University, 2002.
    Major: Industrial Engineering

    Published Intellectual Contributions

    Other

    Lim, K. N., Jacobson, R., Erickson, G. (2011). Customer Based Multidimensional Brand Equity and Asymmetric Risk. Marketing Science Conference. 

    Lim, K. N., Cho, S., McLachlan, D. (2003). Response Model with Bagging Neural Networks. Annual UW-UBC Marketing conference.

    Lim, K. N., Cho, S., McLachlan, D. (2003). Response Models based on Bagging Neural Network Ensembles. Marketing Science Conference.

     

    Refereed Journal Articles

    Cho, S., Shin, H., Yu, E., Lim, K. N. (2006). Data mining problems and solutions for response modeling in CRM. Entrue Journal of Information Technology, 5(1), 55-64. 

    Lim, K. N., Cho, S., McLachlan, D. (2005). Response Models based on Bagging Neural Networks. Journal of Interactive Marketing, 19, 17-30.

    Presentations Given

    Lim, K. N. (Author & Presenter), Jaconson, R. (Author), Erickson, G. (Author), Marketing Science, "Customer Based Multidimensional Brand Equity and Asymmetric Risk," Houston, TX. (June 2011). 

    Lim, K. N., "Workshop on Quantitative Marketing and Structural Econometrics," Columbia - Duke, Duke University, NC. (August 2010).

    Lim, K. N. (Author), Cho, S. (Author & Presenter), McLachlan, D. (Author), Annual UW-UBC Marketing Conference, "Response Model with Bagging Neural Networks," Vancouver, Canada. (June 2003). 

    Lim, K. N., Cho, S., McLachlan, D., Marketing Science, "Response Models based on Bagging Neural Network Ensembles," College Park, MD. (June 2003).

    Professional Positions

    Academic

    Assistant Professor, University of New Haven. (September 1, 2012 - Present).

     

    Professional

    (October 2002 - September 2003).
    Management International IMS Program Development - Intelligent Demand Forecaster Module, LG, CNS

    Marketing Lab and SK Telecom Co. (January 2002 - February 2002).
    Pattern Analysis of Mobile Internet Customer, Marketing Lab and SK Telecom Co.

    Consulting

    For Profit Organization

    LG CNS. Management International IMS Program Development – Intelligent Demand Forecaster Module (October 2002 - September 2003). 

    Marketing Lab. Pattern Analysis of Mobile Internet Customer (January 2002 - February 2002).

    Professional Service

    Member, Research Cluster, West Haven, CT. (September 2012 - Present).
    Perspective of Foreign-born Asian Women scholars on American higher education.
    Participate in the Interdisciplinary Research cluster 

    Reviewer, Ad Hoc Reviewer, Journal of Interactive Marketing. (2013).
    Ad hoc reviewer - Journal of Interactive Marketing - 2012,2013

    Doctoral Consortium, Marketing Science, Houston, TX. (June 2011).

    Media Contributions

    Other

    UNH Today. Diapers & Beer - What Big Data Tells Us
    (http://www.newhaven.edu/business/Big-Data/) (October 7, 2013).

    Teaching Experience

    University of New Haven

    MKTG 2200, Principles of Marketing, 6 courses.

    MKTG 3326, Overview of E-Commerce, 1 course.

    MKTG 4442, Marketing Research in Global Environment, 3 courses.

    MKTG 6639, Marketing Research & Info Syst, 3 courses.

    MKTG 6670, Database Marketing, 1 course.

Industry Experience
Curriculum Vitae