Biography

Ms. Yum holds a Bachelor degree of Science in Statistics and MBA in the Chinese University of Hong Kong. She is an experienced sales and marketing executive and entrepreneur with a demonstrated history of managerial and teaching experience in higher education industry. She is keen on sales management, B2B marketing, key account management, consumer behavior and event marketing. Her research interests are bargaining power of buyers and sellers in key account management, event management in MICE and festive industry, and cross-cultural consumer behavior. Prior to joining HSUHK, Ms. Yum served many years in Vocational Training Council, leading and teaching marketing courses at the higher diploma and undergraduate levels. Apart from academic, Ms. Yum also holds certificates of wedding planner and apprentice sommelier.

Research and Teaching Interests

• Sales Management, B2B Marketing, Key Account Management, Consumer Behavior, Event Marketing, Marketing Research.

Intellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)

• Cases “Social Class in China” (pp.363) and “Should TV Advertisements for Personal Loans Be Banned?” (pp.536), Leon G. Schiffman, Leslie Lazar Kanuk, Consumer Behavior, Global Edition, 10e, Pearson 2010.
• “初章一. 甚麼是活動管理?”, 活動管理全攻略2.0, 香港遊樂場協會, 博學出版社, 2019.