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Ph.D.,
University of Texas, Austin
Joined CSUH Faculty: 1987
Chong S.K. Lee is the Professor and Chair of the Department of Marketing and Entrepreneurship at the College of Business and Economics, California State University, Hayward. Prior to her appointment as the Department chair in 1998, she was appointed the Director of Articulation and Public Relations of the College of Business and Economics in 1996.
Her research interests are customer segmentation, relationship marketing, promotional effectiveness, direct and interactive marketing, and e-commerce marketing strategies and their effectiveness. She has published in the areas of market segmentation and profiling, measurement of promotional effectiveness, international advertising, retailing, service quality measurement, channel control and customer satisfaction, and direct marketing. She focuses on applied research with practical implications. She has published on these topics in Journal of International Business Research, National Applied Business Research, Frontiers in Direct Marketing Research, Airline Quality Issue, and Journal of Current Issues in Research in Advertising, and in numerous refereed professional proceedings. Her published research addresses managerial issues in a variety of industries such as consumer goods, agricultural products, automobiles, airline services, financial services, sporting events, magazines, department stores, high tech and telecommunication businesses.
From 1995 to present, she has taught marketing in the CSUH Executive MBA Program in Vienna for senior executives. She has worked with numerous senior executives in Europe in the capacity of their EMBA thesis supervisor on various marketing topics. She has also taught marketing strategy in the CSUH MBA Program in Hong Kong since 1998. She participates the School's International Executive Training Program. She has given workshops to executives from Russia, Finland, and Korea. She lectures and consults on issues of marketing strategy and evaluation to a wide variety of clients.
Courses Taught
(Click on link to view course syllabus)
MKTG 3401 : Marketing Principles
MKTG 3410 : Advertising Management
MKTG 4412 : Media Planning
MKTG 6420 : Seminar in Marketing Strategy
MKTG 6705E : Strategic International Marketing
Research