Dr Thuy (Rosie) Pham

Thuy (Rosie) Pham is a Lecturer in Marketing (Academic Level B) at the UQ Business School. She was awarded a PhD in Marketing from the Queensland University of Technology (QUT) in July 2022. Her thesis has been awarded the Faculty of Business and Law Executive Dean's Commendation for Outstanding Doctoral Thesis for 2022. Her work has been published in the Journal of Consumer Psychology (ABDC: A*, Scimago: Q1, listed among the 50 most influential business journals by Financial Times – FT50), Psychology & Marketing (ABDC: A, Scimago: Q1), and others.

Her research focuses on sustainable purchase and consumption in retail, service, and finance. She utilises big data analytics (e.g., natural language processing, artificial neural networks for text/image/video analyses) and statistical methods for consumer research (e.g., mediation analysis, choice modelling) to generate managerial insights across different contexts.

Thuy teaches the new course BSAB3212 - Deep Learning for Business (Semester 2, undergraduate) and ADVT7506 - Strategic Advertising Management (Semester 1, postgraduate) at UQ Business School. She was awarded the Associate Fellow of the Higher Education Academy (AFHEA). She is strong in her ability to teach technology-related skills in addition to standard marketing and business classes. She previously facilitated R and Python workshops at Queensland Cyber Infrastructure Foundation (QCIF).

Thuy also brings over 10 years of experience in marketing and branding into her teaching and research. She worked in strategic branding at multinational corporations including RACQ, Perfetti Van Melle (Mentos), Samsung Electronics, and Wilmar International. Prior to joining UQ, she worked as a Postdoctoral Research Fellow at CSIRO, Australia’s National Science Agency. She examined consumer adoption of sustainable and energy-efficient building practices. Her focus was on the use of social media and mass media (e.g., TV shows) to influence consumer decision-making processes when renovating, rebuilding, and buying a house. For instance, she investigated how energy-efficient and sustainable property features impact consumer outcomes (e.g., engagement, brand attitude, purchase), and how to convey messages effectively to different stakeholders (home buyers, volume builders, real estate agents, etc.).

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