[From Learning to Teaching: Interview with Professor Sohyeon Park, Newly Appointed to Ajou University] —
Carrying the Lessons from Her Alma Mater, Shining in a New Role 

Sohyeon Park, a Korea University alumna, recently took the next step in her academic journey with her appointment as an Assistant Professor in the Department of Business Administration at Ajou University Business School in March 2025. Drawing on her learning and research experience at her alma mater, Professor Park has been dedicated to nurturing future scholars in this new role. She graciously took the time to share her story with fellow alumni. Her appointment carries special meaning, as it highlights the academic excellence of a Korea University graduate now making her mark in a new academic environment. Here, Professor Park shares her thoughts as she flourishes in her new academic home. 

Q1. First of all, congratulations on your appointment as an Assistant Professor at Ajou University Business School. Could you share your thoughts on this new position? 

Hello, I’m Sohyeon Park, and I was appointed Assistant Professor in the Department of Business Administration at Ajou University Business School in March 2025. It’s an honor to have this opportunity to greet the students and professors of my alma mater, Korea University. As for how I felt about my appointment, you might relate to this: when I entered Korea University Business School in 2004 after years of preparation, it felt surreal—as if I were floating between a dream and reality. When I received the news of my appointment last year, I experienced a similar feeling, and my first semester went by in somewhat of a daze. Now, after one semester, I’ve quickly adjusted and have been keeping busy preparing for classes and conducting research. 

Q2. Could you tell us about your academic journey and the path you have taken so far? 

I graduated from Korea University Business School in 2009 and earned a Master’s degree in Advertising from the University of Texas at Austin in 2011. Following that, I worked as an advertising planner and digital marketer at Cheil Worldwide, an affiliate of Samsung, and at Double A Korea, a multinational paper company. Through these professional experiences, I came to recognize the importance of deeper academic inquiry. In 2018, I began my Ph.D. in Marketing at Korea University under the supervision of Professor Song Oh Yoon and earned my doctoral degree in February 2024. 

Q3. Having graduated from Korea University and recently appointed as a faculty member, how did your experience at Korea University influence your academic journey? 

My experiences at Korea University have profoundly shaped my entire journey. I was among the first cohorts to experience full English lectures, and studying alongside exchange students from various countries inspired me to dream of pursuing education abroad. In my sophomore year, I went to the U.S. for a language program and broadened my horizons through an internship arranged through the program. After returning to Korea, I decided to pursue graduate studies overseas and fully prepared before beginning my master’s program. At that time, I had little knowledge of doctoral studies and didn’t see it as my path, so I completed only my master’s degree before returning to Korea. Nevertheless, these accumulated experiences laid the foundation for my current academic path. Above all, Korea University has always been a strong stepping stone for me, giving me the confidence to take new steps forward with ease. 

Q4. What research areas or topics do you plan to focus on going forward? 

My research in marketing draws on theories from psychology and behavioral economics to examine consumer decision-making and behavioral change. My work covers topics such as advertising messages and pricing strategies, with interests that extend beyond commercial settings to non-commercial contexts as well. As the boundary between online and offline environments continues to blur, I primarily focus on online consumer purchasing behavior. Broadly speaking, I am interested in the wide range of factors that influence consumer decisions across different contexts, each of which can serve as a potential research topic. While my research scope may appear broad, it reflects the diversity of my academic interests. 

Q5. As you step into the classroom, what educational philosophy do you consider most important? 

In today’s world, simply delivering theories is no longer enough. Since COVID-19 and the rapid transition to the AI era, we have all realized that knowledge is accessible anywhere. For this reason, I place the greatest importance on helping students find their own motivation to learn and develop a sense of ownership in the classroom. Otherwise, I would be no different from generative AI that merely transmits information—and, in terms of the amount of knowledge, AI would likely surpass me. 

To that end, I strive to balance theory and practice to inspire curiosity, encourage questioning, and help students take ownership of their learning. Above all, I prioritize interactive feedback and open communication with my students. 

Q6. Finally, as a fellow Korea University alumna, what advice or encouragement would you like to share with your juniors? 

Dear juniors at Korea University, it’s hard to believe that 20 years have already passed since I graduated. Twenty years ago, I could never have imagined the person I am today. During my school days, I once dreamed of becoming a TV producer, and at other times, I pictured myself as a successful advertising planner or a creative executive at an agency. Twenty years from now, you too may find yourselves in places you never expected—far from the dreams you hold today. 

What I can say for sure is this: by making the best choices you can each day, surrounding yourself with good people, and sharing positive influence with others, your path will naturally unfold before you. Whatever path unfolds, remember that it is the result of your own choices—embrace it and make the most of it. 

As for me, I don’t try to picture the next 20 years ahead. Instead, I do my best each day, following opportunities as they come and expanding my horizons. Perhaps when I’m 60, I’ll be doing something I can’t even imagine right now—but I know I’ll be proud of that future and find meaning in it. Even when the road ahead feels uncertain or dark, believe that you can be a small source of light for someone else, and always stand tall with confidence. That, I believe, is where true self-esteem begins.