World Class Faculty

Digital Marketing for Executives

Implementing digital marketing strategies and tactics for growth

Professor Tat Koon Koh

PhD, Carnegie Mellon University
Associate Professor, Department of Information Systems, Business Statistics and Operations Management
Program Director, Global Business Program
HKUST Business School

Professor Tat Koon Koh is an Associate Professor in Information Systems and Program Director of Global Business Program at HKUST. He received his Ph.D. and MSc. from Carnegie Mellon University, and B.Bus from Nanyang Technological University.

Professor Koh accumulated a rich set of e-business experiences that is motivating his academic and professional interests. One of the fun/crazy things he has done (to date) was to co-found an online Business-to-Business exchange during his freshman year (in late 1990s). The startup was an ideal platform for him to experiment and implement various e-business strategies such as growth hacking and freemium revenue model, long before these concepts have taken root in the tech world.

Professor Koh has advised various tech startups (including those by HKUST undergraduate, MBA, and EMBA students) on their business ideas and strategies. He has also consulted and/or conducted workshops for executives from organizations such as CITIC Pacific, GIC Special Investments, Hong Kong News Executives' Association, Journalism Education Foundation (Hong Kong), Hong Kong SAR Government, Manulife, Microsoft Operations, Ministry of Defence (Singapore), Nokia, Saudi Arabia Institute of Public Administration, Singapore Institute of Management, Singapore Tourism Board, SmarTone, Sri Lanka Securities and Exchange Commission, Star Cruises, Tan Tock Seng Hospital, and United Overseas Bank. He has supervised corporate projects for organizations such as GSK, Klook, Nike, SmarTone, Sony, Starbucks, and Tencent. He has received HK$2.3M+ in competitive research grants and awards for research and teaching.

Professor Koh’s current research covers digital economy, digital marketing, digital transformation and innovation, and digital platform design and strategy. His research has published in scholarly journals including Information Systems Research, MIS Quarterly, Small Group Research, Journal of the Association for Information Systems, and International Journal of Information Management.