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 and the Department Lead for Scholarship Excellence in Business Education.

Over two decades, Hyunsun has focussed on bridging the gap between academia and industry in the field of marketing communications. Her international profile has a foundation in using education to empower under-represented communities and to improve the public experience of digital communications. While working with the European Institute for Commercial Communications Education (EdCom) and the History of Advertising Trust (HAT), she uses her work to develop innovative and authentic teaching and learning practice, with students as co-creators. Having successfully completed multiple discipline- and pedagogy-related projects, Hyunsun has taken the approach of research-informed teaching to enhance student engagement and employability. Her work has been shared both nationally and internationally through continued collaborations and public engagement via invited presentations at United Nations organisations. Hyunsun’s interests centre around marketing communications education and pedagogy, older consumers and digital communications, and pioneering forms of commercial communications.

Responsibilities within the university

  • Programme Leader for BA Advertising and Digital Marketing Communications
  • 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)
  • 2022: Nominated and shortlisted Innovative Learning and Teaching Award (GBS Staff Awards)
  • 2022 - 2024: Elected Board Member for the European Institute for Commercial Communications Education (EdCom), European Association of Communications Agencies (EACA)

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

Thompson, Z., Yoon, H. and Booth, P. (2023) Dispersed assessment: A novel approach to enhancing student engagement during and beyond Covid-19, The International Journal of Management Education, 21 (2), 100811. https://doi.org/10.1016/j.ijme.2023.100811

Yoon, H. and Vlachos, P. (2023/accepted) Cultural institutes abroad in the 21st century: The case of the Korean Cultural Centre UK, International Journal of Arts Management, 25(2) (Winter).

Wright, D.K., Yoon, H., Morrison, A.M. and Šegota, T. (2023) Drinking in style? Literature review of luxury wine consumption, British Food Journal, 125(2), 679-695. https://doi.org/10.1108/BFJ-06-2021-0661

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. (2023/accepted) The hidden persuaders in your entertainment? A case of branded entertainment in South Korea, MacRury, I., Manika, D. and Reid, D. (eds) The Handbook of Digital Advertising, Routledge (forthcoming).

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. (2022) Communicating with internal and external stakeholders. IMO Staff Lecture. United Nations, International Maritime Organization (IMO), London, 24th October 2022
  • Yoon, H., Ylänne, V., and Olsen, D. (2022) Minority ethnic older adults’ narratives about COVID-19 public health campaigns. European Network in Aging Studies (ENAS) & North American Network in Aging Studies (NANAS) Joint Conference, Bucharest, Romania, 29th September – 1st October.
  • Thompson, Z., Yoon, H., and Booth, P. (2022) Dispersed assessment in remote learning to increase student engagement in times of crisis. EDULEARN 2022. Palma, Spain. 4th – 6th July.
  • Yoon, H. (2022) Innovative assessment, student experience, and employability in advertising education. Learning & Teaching Festival, University of Greenwich, 23 June. London.
  • 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.