Hyung Sup Bhan

I am an Assistant Professor of Marketing at Radford University’s Davis College of Business and Economics. Before joining Radford, I served as an Assistant Professor of Marketing at Tulane University and also worked in the development banking sector in South Korea. My career path reflects a mix of academic and industry experiences that continue to shape how I view research and teaching.

My research examines customer value, multichannel retailing, and digital platforms, with an emphasis on understanding the drivers of customer behavior. I use methods from causal inference and machine learning, and my work has been published in Marketing Science and the Journal of Advertising Research.

At Radford, I teach Marketing Analytics (MKTG 450) and Predictive Modeling and Data Mining (MKTG 630). My teaching philosophy is to provide students with both the technical tools and the critical thinking skills needed to connect data to managerial decisions. I value an applied approach to learning, where students can see how methods directly inform business problems and prepare them for careers in marketing and analytics.

I enjoy being part of Radford because of its strong sense of community and student-centered environment. The opportunity to work in a collaborative setting is one of the best parts of my job. Outside of work, I appreciate exploring the natural surroundings of the New River Valley and the balance that living in this area provides.