Do you really know Thi Thanh Huong (Jenny) Tran, Assistant Professor of Marketing at SKEMA Business School? Let’s check it out!

Your top 2025 goal: Stay refreshed and motivated every day.

The part of teaching marketing you enjoy the most: Helping students learn how to apply marketing concepts to analyse and understand real-world scenarios.

Your favourite newspaper or other source to keep up to date with marketing trends: I keep an eye on major international news outlets like BBC, CNN, and Forbes, while also staying tuned to social media to discover fresh ideas for my future research questions.

What you like best about academia: Learning new things, sharing knowledge, and meeting great people.

The other job you would have liked to do: Wedding planner – I am always passionate about creating perfect, dream weddings that turn visions and wishes into unforgettable realities.

The research that excites you most right now: Together with my coauthors, we are working on a TikTok database to explore what drives sustainability-related messages to go viral on social media. Our goal is to contribute to spreading positive and impactful messages, fostering greater awareness and engagement around sustainability topics among younger generations.

Your favourite type of Kings Cake between a traditional (with frangipane) or a Provençale (brioche style cake) one: I am a big fan of traditional king cakes, but I would love to try a Provençale once.

Your favourite Skema campus: Lille, my home campus. I really enjoy being there. I love working on campus, hanging out with my colleagues, and doing some shopping after work—it’s a great way to unwind!

The academic achievement you are most proud of: My first FT50 Paper on Fashionable Ethics published in the Journal of Business Ethics. As a long-time enthusiast of both fashion and ethical consumption, this milestone is especially meaningful for me as both a researcher and a consumer.

The hobby you are passionate about outside of work: Yoga, cooking, and painting.

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