Dr. Sangkil Moon

Dr. Sangkil Moon is Associate Professor & Cullen Endowed Scholar of Marketing.

What was your interest in joining UNC Charlotte and the Belk College of Business?
I decided to join UNC Charlotte because of its university-wide strong emphasis on analytics. Analytics has been booming in both academia and industries because of its relevance to the business world that needs to figure out Big Data such as social media information.  

Describe your major areas of expertise.
My major research and teaching interests include Big Data analytics, social media, text mining, culture and consumers, customer relationship management and movie marketing. Basically, I am interested in how to analyze marketing data to solve practical marketing problems.

What are some of the opportunities you envision to utilize your expertise at UNC Charlotte and the Charlotte community (and beyond)?  
I would like to promote the University’s emphasis in analytics using my experiences with the area. In particular, I am most interested in training capable and ready students and help them find a good career in analytics. More and more businesses are adopting and developing analytics to stay competitive. This is creating strong demand for well-trained analytics students at both the undergraduate and graduate levels.

What kind of classes do you teach?
I teach analytics courses. Specifically, I teach Consumer Analytics (in the fall) and Innovation Analytics (in the spring) for graduate students and Marketing Analytics (in the fall) for undergraduate students.

What has your (published) research uncovered thus far and where has it been published? What research is in progress?
Using my statistical training, I am very interested in applying statistical models to important practical marketing problems such as social media analytics, consumer segmentation, and pricing. I have publications in Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Retailing, International Journal of Research in Marketing, Journal of Interactive Marketing, European Journal of Marketing, and others. I was fortunate to win the 2002 Marketing Science Institute (MSI) Alden G. Clayton Dissertation Proposal Competition and the 2008 Davidson Award (the best paper award in Journal of Retailing). I have also presented my research in various academic conferences such as the Marketing Science Conference and the Association for Consumer Research Asia-Pacific Conference. I have also served as a reviewer for various prominent marketing journals such as Journal of Marketing Research, Journal of Marketing, Marketing Science, and Journal of Retailing. Currently, my research is focused on social media analytics.

How do you work with Charlotte groups/businesses/leaders?
I seek to work with business leaders in the Charlotte area, especially those who are interested in how to take advantage of Big Data to make their business better.