Earning a PhD at the College of Communication and Information proved to be a holistic experience for Minjeong Kim, who is graduating this spring. She chose the University of Tennessee, Knoxville, in part because it looked like there would be a lot of opportunities for her to get hands-on experience in teaching and research—and her instincts proved correct.
“I believe that UT can offer a variety of opportunities not only for my research but also for teaching and networking. With our ADPR PhD cohort comprising around seven members, there are ample opportunities for sharing experiences and insights, fostering a collaborative and supportive environment. I feel a strong sense of support and warm camaraderie among the people here, and the school is open to any research ideas with collaboration,” Kim said.
Kim said learning how to be a better teacher has been one of her favorite parts of CCI’s PhD program, and she has taught research methodology classes as well as a foundational advertising course. She is taking everything she’s learned about pedagogy with her to Millikin University in Decatur, Illinois, where she will be an assistant professor of marketing.
Moving halfway across the world from South Korea for her doctorate has been both a challenging and rewarding experience for Kim. She’s from the southern part of South Korea, which has a very similar climate to Knoxville, so it’s always felt like home here. She’s enjoyed swimming in the waterways, hiking trails the area offers, and has also made meaningful connections with people.
But, completing her PhD and getting a job means she will be reunited with her long-distance boyfriend, who has been in South Korea for the four years Kim has been in the United States. She is looking forward to their impending engagement this summer and is making preparations for the wedding next year.
While it has been difficult to leave loved ones behind, and the work of a PhD student has been challenging, Kim said she is glad she chose to tackle it all at UT. Besides having the chance to teach students, she’s also enjoyed the interdisciplinary nature of the program that allowed her to work with faculty across various disciplines.
“I really love the University of Tennessee and its community, particularly the uplifting influence of Dr. Pittman, who consistently radiates positivity, and Dr. Haley, who fosters our future development through comprehensive feedback. Also, there’s a lot of collaboration with PR, particularly with the invaluable contribution of Dr. Cho, which is greatly appreciated,” said Kim, who has a concentration in advertising.
Kim jokes that she kept changing her mind about which avenue of study to pursue, as she holds an undergraduate degree in computer engineering and a master’s in media communication. But somewhere in the process various parts of her studies coalesced and she zeroed in on advertising. She was excited to be offered the position at MiIlikin University as the marketing department was specifically looking for someone who had an advertising background.
Her dissertation research has focused on the ethical behaviors of consumers when companies deploy advertising campaigns containing a component that gives a portion of proceeds to a charity. She learned that materialistic consumers are not moved at all by the charity component but rather by possession of the item they want to purchase.
Other areas of scholarship she pursues include NFT marketing and other advanced technologies, such as the Metaverse and AI, and what kind of psychological mechanisms consumers have in those spheres. She currently has a paper under review by Journal of Advertising for publishing, which focuses on how people who feel socially excluded in real life are more engaged in virtual environments.
Kim describes her learning experience at CCI as “well-rounded.” Besides teaching and research, she’s enjoyed the relationship the Tombras School of Advertising and Public Relations has with its namesake, the agency Tombras.
“I’ve had numerous opportunities to collaborate with Tombras, and the students truly enjoy it. They engage in job consultations and one-on-one sessions where they can explore various positions and identify their interests,” Kim said, also noting that CCI provides many opportunities for students to learn and network, including domestic and international trips. “I’m truly thrilled that I can provide them with numerous job opportunities and contribute to their future development.”
Though she’s sad to leave Knoxville behind, Kim said she knows she can keep in touch with the people here who have supported her the past four years.
“I’m excited to go to Illinois to meet new people and my friends over there, but I’ll genuinely miss Knoxville; it holds a special place in my heart as my hometown and my first destination in the United States,” Kim said.