Mingyu (Max)  Joo

Mingyu (Max) Joo

Assistant Professor of Marketing

Marketing & Logistics


Mingyu (Max) Joo received his Ph.D. in Marketing from Syracuse University in May 2012 and M.S. in Statistics from Stanford University in June 2007. He joined the faculty at the Ohio State University in July 2012. His research interests include advertising effectiveness, pricing, and product design using quantitative modeling methods. His recent works have appeared or forthcoming at Management Science and International Journal of Research in Marketing

In 2015, Joo is the recipient of the John D.C. Little Award for the best marketing paper published in Marketing Science or Management Science, and the finalist for the Frank M. Bass Award for the best marketing paper derived from a Ph.D. thesis published in INFORMS journals. He has presented his research at several marketing and pricing conferences, including UTD-FORMS Conference, INFORMS Marketing Science Conference, INFORMS Revenue Management and Pricing Conference, and Annual Pricing Conference.

Areas of Expertise


  • Product Development
  • Advertising
  • Pricing
  • Quantitative Marketing


  • Ph.D. in Marketing, Syracuse University, 2012
  • M.S. in Statistics, Stanford University, 2007
  • B.S. in Industrial Management, KAIST, 2001



Joo, M., M.L. Thompson, G.M. Allenby. 2018. Optimal Product Design by Sequential Experiments in High Dimensions. Management Science, forthcoming.

Joo, M., K. C. Wilbur, Y. Zhu. 2016. Effects of TV Advertising on Keyword Search. International Journal of Research in Marketing, 33(3), 508-523.

Joo, M., K. C. Wilbur, B. Cowgill, Y. Zhu. 2014. Television Advertising and Online Search. Management Science, 60(1), 56-73.
⋅ Winner, John D.C. Little Best Paper Award
⋅ Finalist, Frank M. Bass Outstanding Dissertation Award
⋅ Findings cited in Empirical Generalizations about Marketing Impact, 2nd Edition, ed. by Mike Hanssens, 2015, Marketing Science Institute. 

Joo, M., T. Mazumdar, S. P. Raj. 2012. Bidding Strategies and Consumer Savings in NYOP
Auctions. Journal of Retailing, 88(1), 180-188.


  • BUSML 4202 - Marketing Research

    Course examines the role of marketing research in the formulation and solution of marketing problems. Emphasis is placed on problem formulation, research design, data collection methods (instruments, sampling, operations) and analysis techniques. Prereq: 3250 (650), and AcctMIS 2200 (211) , 2300 (212), and BusMGT 2320 (330), 2321 (331); and BusMHR 2291 or 2292 (BusADM 499.01). Not open to students with credit for 758.

  • BUSML 7204.02 - Customer Management, Pricing, and Analytics II

    Tools for predicting the effects of product reformulation. A choice simulator is constructed to investigate the source of volume and effect of targeted marketing actions. A comparison to, and the integration of, marketplace data is examined. Prereq: MBA 6250, 6252, or 6253. Concur: BusML 7219.02. Not open to students with credit for 7204.01.

  • BUSML 8252 - Marketing Models

    A study of recent model-based research in the marketing literature; emphasis on the strengths and weaknesses of various modeling approaches in specific problem areas and evaluation of model-based research. Prereq: Doct standing in BusAdm, or permission of instructor. Not open to students with credit for 951. Repeatable to a maximum of 8 cr hrs or 4 completions. This course is progress graded.

  • BUSML 4212 - Customer Relationship Management

    Examines the theories of methods used to identify profitable customers, understand their needs and wants, and how to build a bond with them by developing customer-centric products and services directed toward providing customer value. Prereq: 4201 (750), 4202 (758), and BusMHR 2292 (BusAdm 499.01), or equiv.