Prof. Wang Yajin, China Europe International Business School

Professor Wang is Professor of Marketing and Associate Dean (Research) at CEIBS. Prior to joining CEIBS, she served on the faculty of the Marketing Department at the Robert H. Smith School of Business, University of Maryland, USA. Professor Wang earned her Ph.D. in Marketing from the University of Minnesota. She also holds a Master’s degree in Mass Communication from the University of Minnesota and a Bachelor's degree in Journalism and Law & Sociology from Peking University.

Professor Wang’s research integrates customer insights and psychology, digital marketing, Environmental, Social, and Governance (ESG) and customer management to assist businesses in achieving effective and sustainable branding and marketing strategies, as well as build sustainable competitive advantages. Her research areas include brand strategy in the digital era, brand elevation, brand architecture management, consumer insights, ESG and sustainable consumption, as well as the application of technology and evolutionary psychology in marketing. She has been a prolific researcher and has won Maryland Research Excellence from the University of Maryland. Professor Wang’s research work has been published on top international academic journals such as Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, International Journal of Research in Marketing, Psychological Science, etc. She also has served as an Associate Editor for the Journal of Consumer Research and is on the editorial board of the Journal of Marketing, Journal of Consumer Psychology and the International Journal of Research in Marketing. Additionally, she has received Outstanding Reviewer award from the Journal of Consumer Research and Journal of Consumer Psychology. Her research has also been regularly featured in prominent media outlets like New York Times, Wall Street Journal, Harvard Business Review, CNN, NBC and ABCNews.

Professor Wang teaches courses on strategic brand management, marketing strategy, ESG strategy, digital marketing and customer insight. She has received the “Distinguished Teaching Award” from the Robert H. Smith School of Business at the University of Maryland, the Excellence in Teaching Award from the Carlson School of Management at the University of Minnesota, the CEIBS Research Excellence Award (2023), and the CEIBS Power of One Service Excellence Award for Faculty (2023). She teaches in various master's and doctoral programs at CEIBS, including MBA, FMBA, EMBA, HEMBA, and DBA. In addition, she teaches in multiple open-enrollment and company specific programs for executive education, providing brand strategy consulting for numerous renowned international and Chinese companies. She concurrently serves as the director of ESG research area at CEIBS, as well as the co-directors of CEIBS Branding Boot Camp and the CEIBS-Tencent Marketing Camp (Smart Marketing).