College Teaching Staff
Professor YU Julie

Professor Julie Hung Hsua YU (于宏碩) is an Associate Professor of Marketing at The Chinese University of Hong Kong.  She is a graduate of the University of Missouri — Columbia, where she earned a PhD in marketing with minors in statistics, computer applications, and economics.  Other degrees include an MBA (marketing), MSEE (biomedical engineering), and BA (biological sciences). Prior to joining the Business Administration Faculty in 1988, she had taught at several universities in the United States. 

Prior to the establishment of CW Chu College, Professor Yu was formerly affiliated with United College, and has taught General Education courses during the past two decades.  During her tenure at CUHK, she has served in several administrative positions — Founding Director of the OneMBA Global EMBA Programme, Associate Director of the Executive MBA Programme, and Director of Business Development for the Asia-Pacific Institute of Business.  In 1992 she established the Boston Consulting Group Prize in Business Strategy for CUHK, as well as the Comparative Business Programme in Hong Kong for undergraduate business students of Georgetown University.     

Professor Yu has contributed to the Hong Kong community by serving as both Convention Ambassador and Goodwill Ambassador for the Hong Kong Tourism Board since 2003.  She has also organized corporate stress management sessions for several corporate groups in conjunction with Dr. Madan Kataria, the founder of the laughter yoga movement in India. 

Her current research interests include marketing research methodology, family decision making, cross-cultural consumer behaviour, and the marketing of technology.  Professor Yu has consulted extensively for several consumer goods and service marketers in Europe, North America and Asia.  Her past clients include Rolls-Royce Motors, Brother International Corporation, Ringling Brothers Barnum & Bailey Combined Shows, Jardine Pacific Limited, Procter & Gamble, and A. S. Watson.

More information can be found on the departmental webpage.