Hyunsun Yoon

Dr Hyunsun Yoon BA (Hons), MA, PhD, PGCHE, SFHEA, CMBE

Senior Lecturer in Advertising and Marketing Communications Programme Leader BA Advertising and Digital Marketing Communications

Key details

Dr Hyunsun Yoon

Senior Lecturer in Advertising and Marketing Communications Programme Leader BA Advertising and Digital Marketing Communications


Hyunsun obtained her PhD in Advertising and MA in Journalism from Cardiff University. Hyunsun is Senior Fellow of the Higher Education Academy (SFHEA), Programme Leader for BA Advertising and Digital Marketing Communications, Deputy Director of the Marketing Research Group, and the Department Lead for Scholarship Excellence in Business Education.

Over two decades, Hyunsun has continued to focus on bridging the gap between academia and industry in the field of advertising and marketing communication. In doing so, she has successfully completed several research and consultancy projects and worked with the History of Advertising Trust (HAT) and the United Nations Economic and Social Commission for Asia and the Pacific (ESCAP). Hyunsun specialises in the areas of Advertising and marketing communication, with particular interests in issues surrounding representation, relationship between older consumers and digital communications, and pioneering forms of commercial communications. She is also passionate about enhancing student engagement and employability, with current interests centring around the challenges and innovations of advertising education.

Responsibilities within the university

  • Programme Leader for BA Advertising and Digital Marketing Communications
  • Deputy Director of the Marketing Research Group
  • Departmental Lead of the Scholarship Excellence in Business Education
  • Committee member on Teaching and Learning Festival
  • Departmental BAME Attainment Gap Champion

Awards

  • Greenwich Business School Student Experience Mini-Project Fund (2022)
  • Research project (U1403, Principal Investigator) British Academy/Leverhulme Small Research Grant: Minority Ethnic Older Adults’ Perception of COVID-19 Public Health Campaigns (2021-2023)
  • Research project (U1314, Principal Investigator) DM Trust Consumer Fund: Exploring Digital Vulnerability and Empowerment among Senior Travellers (2019-2021)
  • Consultancy project (G8281, Principal Investigator) Impact study of the Korean Cultural Centre UK's KOREA/UK 2017/18 Season (2018)
  • Research project (SG-36752, Co-Investigator) Is Advertising an Academic Subject? Teaching Advertising within the Higher Education in the UK (2003-2005)
  • Scholarship Excellence in Business Education Fund for the Student Agency Pilot (2022)

Recognition

*Certified Management & Business Educator (CMBE), Chartered Association of Business Schools (CABS)
*Judge for Ad Venture, European Association of Communications Agencies (EACA)
*Advisory Board member of the Branded Content Research Hub, University of Arts London, London College of Communications
*Diversity and Inclusion Essentials Certificate, IPA, UK
*Senior Fellow of the Higher Education Academy
*Fellow of the Higher Education Academy
*Postgraduate Certificate in Learning and Teaching in Higher Education
*External Examiner of BA Creative Advertising with Marketing, London South Bank University
*External Academic Advisor of BA Advertising, University of Arts London, London College of Communication
*Member of the History of Advertising Trust (HAT) Education Summit
*Student-Led Teaching Awards and Nomination (2013, 2015, 2016 at UEL, 2018 at University of Greenwich)
*Reviewer of Ageing & Society, Television & New Media, Mobile Media & Communication, and SHIFT Conference
*Member of Editorial Board New Vistas

Research / Scholarly interests

Hyunsun’s main research interests are in three key areas: advertising, marketing communications, and pedagogy. In advertising and marketing communications, she is particularly interested in issues surrounding representation, the relationship between older consumers and digital communications, and pioneering forms of commercial communication. In the area of pedagogy, she has a strong interest in student experience and employability, innovative assessment, and curriculum design.

Recent publications

Article
Wright, D., Yoon, H.*, Morrison, A., and Segota, T. (2022) (in press) Drinking in Style? Literature review of luxury wine consumption. British Food Journal. (accepted; *Corresponding author)

Mogaji, E. and Yoon, H. (2019) Thematic analysis of marketing messages in UK universities’ prospectuses. International Journal of Educational Management, 33(7), 1561-1581. https://doi.org/10.1108/IJEM-05-2018-0149

Lee, J. S. and Yoon, H. (2017) Narratives of the Nation in the Opening Ceremonies: Comparative Analysis of Beijing 2008 and London 2012. Nations and Nationalism, 23(4), 952-969. https://doi.org/10.1111/nana.12318

Park, H. S. and Yoon, H. (2017) Facilitating Public Access to the Arts: Applying the Motivation, Opportunity, and Ability Framework to the Case of the UK Royal Opera House. Journal of Arts and Humanities. 6(7): 1-12. https://doi.org/10.18533/journal.v6i7.1218

Yoon, H., Yu, S. K. and Yoo, S. H. (2017) Framing Gangnam Style. Journal of Arts and Humanities. 6(8): 1-11. https://doi.org/10.18533/journal.v6i8.1243

Yoon, H. (2014) Lessons from Digital Switchover in South Korea. Television and New Media. 15(6). 538-550. https://doi.org/10.1177/1527476413487817

Yoon, H. and Powell, H. (2012) Older Consumers and Celebrity Advertising. Ageing and Society. 32(8). 1319-1336. https://doi.org/10.1017/S0144686X1100095X

Yoon, H. (2011) Sports Programmes in Public Service Broadcasting: Comparative Analysis of BBC and KBS , Media, Gender & Culture, 19: 71-100. G704-002077.2011..19.004

Book
Yoon, H. (2021) Branded Entertainment in Korea, Routledge. https://www.routledge.com/Branded-Entertainment-in-Korea/Yoon/p/book/9780367205317#

Yoo, S., Hong, S., Jung, S., Yoon, H., Jung, J. and Jang, D. (2012) The Korean Wave in Media. 해외 언론의 한류 보도 분석 연구. Korea Press Foundation, Seoul. [in Korean]

Book SectionYoon, H. and Segota, T. (2022) Using live briefs in marketing education: How to increase student employability by blending sustainability and internationalization, Bhattacharyya et al. (eds) Socially Responsible Consumption in Marketing in Practice, Springer, Singapore. https://www.springerprofessional.de/en/socially-responsible-consumption-and-marketing-in-practice/20085994

Yoon, H. (2013) Cultural Representation of Older Women in Television Commercials. In Yu et al. (eds) Now, Here, Women's Lives and Culture, Ewha Press, Seoul. ISBN: 9788973009923 [in Korean]

Yoon, H. (2010) Third time lucky? Bid legacy of PyeongChang for Winter Olympic Games. The International Journal of Sport and Society, 1 (2). pp. 145-156. ISSN 2152-7857 (Print), 2152-7865 (Online) https://doi.org/10.18848/2152-7857/CGP/v01i02/54008

Dane, J. and Yoon, H. (2009) Lynx: the challenges of lad culture. In Powell, H., MacRury, I., and Hardy, J. (eds) The Advertising Handbook, Routledge, London. pp. 91-98. ISBN 978-0415423113

Yoon, H. (2009) The Legacy of the 1988 Seoul Olympic Games. In Poynter, G. and MacRury, I. (eds) Olympic Cities – 2012 and the Remaking of London. Routledge, London. ISBN 978-1138275492

Conference item
Yoon, H., Lee, G., and Lee, S. (2019) Digital Divide: A Case of South Korean Older Adults. Asia-Pacific Information Superhighway Steering Committee and WSIS Regional Review, United Nations Economic and Social Commission of Asia and the Pacific (ESCAP), 27 August. Bangkok.

Yoon, H. and Segota, T. (2019) Working towards sustainable consumption. Learning, Chartered Association of Business Schools (CABS) Learning, Teaching & Student Experience (LTSE) 8th Annual Conference, 14-15 May. Manchester.

Yoon, H. (2019) Advertising curriculum in a multicultural UK Higher Education System, CreAD: UK-China Partnership on Creative Advertising, AHRC. 5-7 August. Leicester.

Yoon, H. (2019) Employability and advertising education. Teaching & Learning Festival, 19 June. University of Greenwich, London.

Yoon, H. (2018) Motivation, engagement, and interactivity: Use of the Student Response System in the classroom. In: The 16th Academic Practice and Technology Conference, 3 July 2018, University of Greenwich, London.

Yoon, H. (2011) Mapping out the K-pop fandom in the UK. Asian Pop Culture Forum Conference - New Korean Wave: Asia and Beyond, 1-2 September, Seoul.

Other

Yoon, H., Olsen, D. and Mogaji, E. (2022) In pursuit of an effective clearing campaign. Chartered Association of Business Schools (CABS) Blog. https://charteredabs.org/the-pursuit-of-an-effective-clearing-campaign/

Yoon, H. (2020) Looking forward by looking back: Reflections on the Senior Fellowship resubmission process. Blog. GOLD Scheme, University of Greenwich. https://docs.gre.ac.uk/rep/information-and-library-services/looking-forward-by-looking-back-reflections-on-the-senior-fellowship-resubmission-process-

Yoon, H. (2015) Keynote: Korean Wave Fandom - Past, Present and Future. The Korean Wave Forum, Korean Embassy and the Korean Cultural Centre, Stockholm. December.

Yoon, H. (2013) Korean wave in the British context. Korean Culture Forum: A Bridge to the Future. Korean Cultural Centre UK, 30 January, London.

Presentations

  • Yoon, H. (2019) Digital Divide: A Case of South Korean Older Adults. Asia-Pacific Information Superhighway Steering Committee and WSIS Regional Review, United Nations Economic and Social Commission of Asia and the Pacific (ESCAP), Bangkok, Thailand. 27 August.
  • Yoon, H. (2019) Advertising curriculum in a multicultural UK Higher Education System, CreAD: UK-China Partnership on Creative Advertising, AHRC, Leicester and London, UK. 5-7 August.
  • Yoon, H. and Segota, T. (2019) Working towards sustainable consumption. Learning, Teaching & Student Experience 8th Annual Conference, Chartered Association of Business Schools (CABS), Manchester, UK. 14-15 May.
  • Yoon, H. (2019) Employability and advertising education. Teaching & Learning Festival, Greenwich Business School. 19 June.
  • Yoon, H. (2018) Motivation, engagement and interactivity: Use of the Student Response System in the classroom. APT Conference, Greenwich Business School. 3 July.