Courses
Ph.D. Courses
Professor Li offers advanced PhD courses, doctoral seminars, and research-development workshops. Her programs help students and young scholars build foundational research skills, develop publication-ready ideas, and engage with frontier methods in marketing science.
Executive Education
Professor Li helps executives unlock growth by integrating data, behavioral economics, AI, and social media influencer strategy into decision-making. She works with organizations to redesign customer journeys, build effective digital and influencer ecosystems, optimize pricing and targeting, and deliver measurable business results.
Ph.D. Courses
Research Methods I
Research Methods I provides doctoral students with a rigorous, end-to-end foundation for designing, executing, and publishing high-quality academic research. The course introduces the full research process—from generating impactful ideas to producing publication-ready manuscripts—and equips students with the conceptual and methodological tools required for scholarly success.
Students learn how to develop strong research ideas, conduct theory-driven literature reviews, and identify appropriate primary or secondary data sources. The course guides students in building clear conceptual frameworks, theorizing causal mechanisms, and applying moderation and mediation logic to strengthen their hypotheses. Finally, students learn how to position their work for top journals, craft compelling manuscripts, and navigate the writing and publication process with confidence.
By the end of the course, students will be able to transform broad interests into well-structured research questions, articulate contributions, design studies that match their theoretical goals, and communicate their findings effectively to academic audiences.
Research Methods II
Research Methods II builds on foundational research training by introducing doctoral students to advanced analytical, theoretical, and empirical approaches used in modern marketing science. The course equips students with the tools to design rigorous studies, model strategic interactions, and analyze complex data using state-of-the-art methods.
Students learn how to identify causal relationships using observational and experimental data, apply quasi-experimental techniques, and develop formal models grounded in economic theory. The course covers game-theoretic frameworks, structural modeling, behavioral economics insights, and emerging applications of AI and machine learning in research.
By the end of the course, students will be able to choose appropriate methodological approaches for their research questions, integrate theory with empirical analysis, and produce high-quality work that meets the standards of top-tier academic journals.
Analytical Research
Analytical Research in Marketing trains doctoral students to develop theory-driven models that explain how consumers, firms, and platforms behave in strategic environments. The course focuses on using formal analytical tools to clarify mechanisms, generate testable predictions, and derive managerial implications in modern markets.
Students learn how to build and analyze models using game theory, information economics, dynamic decision-making, and market design. The course emphasizes clear economic intuition, equilibrium analysis, and the link between analytical results and empirical or experimental validation, with applications to pricing, digital platforms, and influencer and social media markets.
By the end of the course, students will be able to formulate rigorous analytical models, conduct comparative statics, derive sharp theoretical predictions, and position their work to contribute to the analytical literature in top-tier journals.
Career Development Workshop
This workshop provides doctoral students and junior professors with practical guidance on how to thrive in academia and build a sustainable, productive research career. The session focuses on developing the habits, strategies, and mindsets that support long-term success as a scholar.
Students learn effective approaches to time management, work–life balance, and organizing a healthy research pipeline. The workshop also covers how to cultivate strong academic networks, identify and collaborate with co-authors, and prepare strategically for the job market. In addition, participants gain insights into navigating the review process, managing revisions, and communicating effectively with editors and reviewers.
By the end of the workshop, students will have a clearer roadmap for building a successful academic career, maintaining productivity, and developing the professional skills needed to excel as early-career researchers.
Executive Education
Drawing on her expertise in digital transformation, customer analytics, pricing, targeting, and social media influence, Professor Li equips business leaders make smarter, data-driven marketing decisions in a rapidly changing digital landscape. Each program is practical, research-based, and designed to translate cutting-edge academic insights into actionable strategies that drive growth.
01.
AI Marketing Strategy
A practical, manager-focused guide to using AI to enhance segmentation, targeting, content creation, and customer experience. Learn how to integrate AI copilots, predictive models, and generative tools responsibly—while boosting ROI and maintaining brand trust.
02.
Influencer Marketing & Livestream Commerce
Unlock cutting-edge insights from your research on livestream selling and creator ecosystems. Executives learn the science behind credibility, parasocial relationships, tipping behavior, and conversion design—plus how to choose the right influencers for impact.
03.
Digital Transformation for CMOs
Equip leaders with the tools to modernize marketing operations, redesign customer journeys, and unify cross-channel data. This session helps executives build agile teams, upgrade martech stacks, and create a roadmap for sustainable digital maturity.
04.
Pricing Strategy & Revenue Optimization
From dynamic pricing to subscription models to value-based pricing, leaders learn how to optimize revenue using behavioral insights and predictive analytics. Includes hands-on exercises and real cases of firms monetizing digital offerings more effectively.
Marketing Consulting
Professor Li has over 15 years of consulting experience for clients in the CPG, retail, pharmaceutical, and automobile industries.
