Yiyuan (Ava) Liu, Associate Professor, Business, Accounting, & Economics

Ava Liu

Phone
614-823-1447

Email
yliu1@otterbein.edu

Office
Roush 411

At Otterbein University, Dr. Yiyuan (Ava) Liu teaches courses of principles of marketing, marketing research, digital marketing, and strategy capstone. Her current research focuses on behavioral pricing, online pricing, and online information search. She is also interested in quantitative modeling and methodologies such as Meta-Analysis and Conjoint Analysis. Dr. Liu has published in journals such as Marketing Education Review and New England Journal of Entrepreneurship, and she has presented at several marketing conferences such as INFORMS Marketing Science conference and American Marketing Association (AMA) Marketing Educators’ Conference.

She earned her B.Sc. in Engineering and B.Ec. in Economics from University of Electronic Science and Technology of China in 2003 (where she was awarded “Excellent Graduate”). She received a Ph.D. in Marketing from University of Wisconsin – Milwaukee in 2013. From 2003 to 2008, she worked in telecommunication industry and in a leading consulting company as a market analyst.

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

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