Sungha Jang headshot

Sungha Jang, Ph.D.

Associate Professor; Faculty Director of MS in Business Analytics
Spring 2024 Office Hours: Mondays, 3:00~5:00 pm at DTC Wednesday, 2:00~4:00 pm in CA 261
Phone: (415) 338-1325
Location: CA 261
Graduate Programs


The primary goal of Professor Jang's research is to examine the fundamental mechanisms of marketing phenomena and develop quantitative models applicable to general situations. Specifically, he is interested in consumers’ search behavior, choice decisions, and firms’ targeting strategies in various industries. His methodology includes Bayesian estimation to quantify complicated decision processes and text mining to understand market situations from unstructured data. His recent research topic is keyword search advertisement.


Ph.D., Marketing, University of Texas at Dallas, 2011

M.S., Marketing, Korea University, Korea, 2001

B.S., Statistics, Korea University, Korea, 1998