Bae Sung-Won Reporter

Professor Bang Hye-Jin of Kookmin University (KMU)’s Business Administration Postgraduate School received the Special Award at the 2024 Korea Brand Awards, which was hosted by the Korea Marketing Association (KMA).

The 12th Korea Brand Awards, held in Lotte Hotel World’s sapphire ball room on Jul.19, recognized people who have made achievements related to marketing activities centered on customer value. The Korea Brand Awards are presented by the KMA for the purpose of strengthening marketing in Korea. Awardees are companies, organizations, and individuals who make innovative market achievements through the application of consumer values. Aiming to encourage greater competitive-ness, the awards are granted in three categories: individual, association, and product.

Professor Bang was highly evaluated for her career in brand strategy and education and strength in marketing. Her most important work is in the marketing impact of eye-tracking technolo-gy, which is done using sensor-equipped contact lenses. She also did work on consumer’s reactions to mobile applications based on augmented reality, which applies global positioning system to smartphone applications.

These research results have been published in domestic and foreign academic journals such as the European Journal of Marketing, International Journal of Advertising.

In particular, Professor Bang has made efforts on Samsung Financial Plaza’s digital strategy process and artificial intelligence business expert training process. As a professor in charge of the digital marketing module, she has conducted diverse training programs to improve industry employee’s skills with the latest digital technology.
She also recently joined the partners professors in Asan Entrepreneurship Review (AER), which conducts observations about domestic entrepreneurship education and business development.

Her achievements at KMU are also numerous. She has served as head of the Business Administration Postgraduate School’s MBA program at KMU since 2022 and has also developed a curriculum based on the digital marketing industry, gaining her recognition for her expertise. In her acceptance speech, Professor Bang said, “I am very happy that my work has been honored through this award. Going forward, I would like to do more innovative work in brand strategy and marketing and also contribute to increasing Korean companies’ global competitiveness on the global
stage.”

sbae7071@kookmin.ac.kr