Dr Loretta Shum

Dr Loretta Shum holds a Doctor of Business Administration (DBA) and her research focuses on digital marketing, consumer behaviour, and omni-channel retailing. Her scholarly work includes publication examining consumer behaviour within omni-channel retailing, with a particular emphasis on service-based industries. She brings expertise in understanding technology-enabled consumer experiences and contributes to advancing research and practice in dynamic marketing environments. Before pursuing her doctoral studies, she earned Master of Business Administration and Master of Applied Business Research. 

Dr Shum has a strong commitment to excellence in teaching. She has been taking several teaching roles in tertiary institution in Hong Kong. She teaches in the areas of Media Communication, Marketing and Marketing Research Methodology, supporting students in developing strong analytical and industry-relevant capabilities. 

Moreover, Dr Shum is an experienced entrepreneurial person with sophisticated knowledge of the start-up business operations. She is the founder of an event services company offering end-to-end event planning and execution services. Besides, she holds solid start-up experience in the wedding services business specialized in business development, branding and marketing. This entrepreneurial journey has strengthened her capabilities in business operations, people management, communication, and financial control. 

In addition, Dr Shum has over 15 years of professional working experience in leading multinational companies in pharmaceutical industry and wine & spirit industry, gaining comprehensive exposure across business development, public relations and communications, sales and marketing, and information technology. Together, these experiences provide her with a strong foundation in both strategic and operational business practice. 

Dr Shum is committed to integrating her academic knowledge and industrial experience to equip the next generation with a broad and forward-looking perspective.