Doreen Kum

Assoc Prof Doreen Kum is an Associate Professor (Educator Track) at the Department of Marketing, NUS Business School, National University of Singapore. She holds a BBA (1994) and PhD in Marketing (2003) from NUS. Her research focuses on consumer behavior, service guarantees, brand management, and marketing strategy. She has authored/co-authored 21 publications including influential case studies in healthcare, entrepreneurship, hospitality, and retail sectors.

Teaching philosophy emphasizes hands-on learning: integrates industry guest speakers, encourages student ownership of projects, and links theory to real-world marketing challenges. Uses case studies to simulate workplace scenarios, aiming to develop graduate attributes like initiative-taking and soft skills.

Key contributions include studies on service guarantee design, consumer cheating behaviors, and brand personality inferences. Active in case development for global business education platforms like Ivey Publishing and the Global Network for Advanced Management.