UMass Boston

Shan Yu, Assistant Professor, Marketing

Shan Yu

Department:
Marketing
Title:
Assistant Professor
Phone:
N/A
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Biography

Shan Yu is an Assistant Professor of Marketing at UMass Boston. She studies how marketing strategies improve decision making when markets face uncertainty and information asymmetry. Her work spans healthcare, entertainment, and high-technology markets, examining tools such as money-back guarantees, outsourcing, crowdfunding designs, and licensing contract. She combines rigorous empirical methods with field insight to produce actionable guidance for managers, consumers, and policymakers.

Area of Expertise

Healthcare Marketing, Social Media Marketing, Entertainment Marketing, and High-Technology B2B Marketing

Degrees

PhD in Marketing, University of Arizona

Master of Economics, Jinan University

Bachelor of Economics, Shandong University of Finance and Economics

Professional Publications & Contributions

Additional Information

Media

Courses Taught

  • MKT 310: Data Analysis for Marketing Management
  • MKT 301: Principles of Marketing