About Mark

Mark Yi-Cheon Yim is an Associate Professor of Marketing at the Robert J. Manning School of Business, University of Massachusetts Lowell.

Education

Ph.D. in Advertising

University of Texas at Austin · August 2011

M.S. in Advertising

University of Illinois Urbana-Champaign · May 2005

B.A. in German Language and Literature

Korea University, Seoul, Korea · February 2002

Academic employment

Associate Professor of Marketing

Robert J. Manning School of Business, University of Massachusetts Lowell · September 2021–present

Visiting Scholar

Brunel University, London · January–June 2023

Assistant Professor of Marketing

Robert J. Manning School of Business, University of Massachusetts Lowell · September 2016–present

Affiliated Professor of Digital Media

Fine Arts, Humanities & Social Sciences, University of Massachusetts Lowell · January 2018–present

Assistant Professor of Marketing

Richard J. Wehle School of Business, Canisius College · August 2011–July 2016

Research interests

Digital marketingAI and roboticsAdvertisingConsumer behaviorShopper behaviorImmersive mediaLuxury branding

Selected honors

Teaching Excellence Awards (2022, 2025); Best Paper Awards from the American Marketing Association (2017, 2022); UMass Lowell Award for Excellence in Innovative Teaching (2019); and the Emerald Literati Network Highly Commended Paper Award (2015).