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Chaewon Seol presented prestigious marketing honor

WEST LAFAYETTE, Ind. – Chaewon Seol, a second-year Marketing PhD student in Purdue’s School of Management, received the second annual Frank M. Bass Scholar Award, an honor created to celebrate one of the most influential scholars in the field of marketing.

Seol earned a bachelor’s degree with dual majors in consumer science and statistics from Seoul National University. After completing her undergraduate studies, she joined Samsung Electronics in the New Product Planning, Consumer & Market Insight Department. During her three years at Samsung, she worked on projects applying digital marketing and analytics methods to the digital transformation of smart homes, identified new business development opportunities for a post Covid-19 environment, and helped develop sales strategies for emerging markets.

“Chaewon is easily one of the best students we have had in our marketing PhD program,” says Guofang Huang, assistant professor and faculty advisor for marketing PhD students at Purdue. “She joined the program with a strong grounding in analytics and has assembled an outstanding academic record. She displays a sound understanding of materials covered in our doctoral marketing seminars and is creative in identifying opportunities for extending existing research.”

Seol has received several other school awards for her research projects at Purdue.

Her most recent award is named after Frank Bass, who served on the Purdue faculty from 1961-81, earning designation in 1974 as the Loeb Distinguished Professor of Management. He served as editor of the Journal of Marketing Research, a preeminent journal in marketing, and served as president of the Institute of Management Sciences. He later co-founded Marketing Science, arguably the most prestigious quantitative marketing journal in the field today.

A true pioneer in marketing science research, he developed the Bass Model, a marketing model tracking the sale of durable goods that was pivotal in establishing marketing as a quantitative science.

The annual Bass Scholar award, which can be given to an outstanding incoming student or can provide support for a distinguished student in the doctoral marketing programs, is for $5,000.