Yiyuan (Ava) Liu

Ava Liu

Phone
614-823-1447

Email
yliu1@otterbein.edu

Office
Roush 412

Associate Professor
Department of Business, Accounting, & Economics

At Otterbein University, Dr. Yiyuan (Ava) Liu teaches a diverse array of business courses including Principles of Marketing, Marketing Research, Digital Marketing, Integrated Marketing Communication, and Strategy Capstone. She also offers courses in Retail Management, Marketing Analytics, and Business Practicum as needed. Dr. Liu’s research interests include Natural Language Processing (NLP) in marketing, online pricing, and online information search. Her work encompasses both quantitative modeling and research methodologies, such as Meta-Analysis, Conjoint Analysis, and Text Analytics. Her research has been published in the Journal of Marketing Theory and Practice, Marketing Education Review, and the New England Journal of Entrepreneurship. She has also presented her work at key academic conferences such as the INFORMS Marketing Science Conference, the American Marketing Association (AMA) Marketing Educators’ Conference, and the European Marketing Academy Conference (EMAC).

Additionally, Dr. Liu serves as a peer reviewer for several academic journals, including Marketing Education Review, Journal of Marketing Theory and Practice, and Journal of Marketing Analytics. Dr. Liu holds bachelor’s degrees in Engineering and Economics from the University of Electronic Science and Technology of China (2003), where she was recognized as an “Excellent Graduate.” She earned her Ph.D. in Marketing, with a minor in Supply Chain Management, from the University of Wisconsin-Milwaukee in 2013. Prior to her academic career, Dr. Liu gained valuable industry experience as a market analyst in the telecommunications sector and a leading consulting company from 2003 to 2008. She is bilingual in English and Mandarin.

In addition to Dr. Liu’s teaching, research, and work on committees, she is in her third (and final) year serving as a Coordinator Liaison for the BAE and Communications departments.

Visit the Department of Business, Accounting, & Economics >

Education

  • Ph.D., Marketing, University of Wisconsin - Milwaukee, 2013
  • B.Econ., University of Electronic Science and Technology of China, 2003
  • B.Eng., University of Electronic Science and Technology of China, 2003

Research, Creative, & Professional Work

  • Online behavioral pricing
  • Search engine marketing
  • Empirical quantitative modeling
  • Data mining
  • Meta-Analysis, Conjoint Analysis

Publications

  • Journal of Marketing Theory and Practice
  • Marketing Education Review
  • New England Journal of Entrepreneurship
  • Entrepreneurship, Organizational Change and Employment Management

Affiliations & Awards

  • Best Paper Award. 9th International Symposium on Multinational Business Management, 2017
  • AMA-Sheth Foundation Doctoral Consortium Fellowship, 2011
  • Sheldon B. Lubar Doctoral Scholarship, University of Wisconsin - Milwaukee, 2011
  • Business Advisory Council Doctoral Scholarship, University of Wisconsin - Milwaukee, 2010