Dr Zhaokun Li

Dr Zhaokun Li

Lecturer Business Analytics

Newcastle Business School

Career Summary

Biography

Zachary (Zhaokun) Li is a Lecturer in Business Analytics at the University of Newcastle. He completed his PhD in Marketing at the University of New South Wales under the supervision of Dr. Junbum Kwon and Professor Jack Cadeaux. Zachary holds a Bachelor of Actuarial Studies and Advanced Mathematics (First-Class Honours in Statistics) from the University of New South Wales. He has published in high-quality journals, including the European Journal of Marketing (ABDC-A*), and was awarded the UNSW Dean’s Award for Outstanding PhD Theses. His research interests include machine learning, generative AI, social media, and music streaming. Zachary has tutored for both the Marketing and Mathematics departments at the University of Sydney and the University of New South Wales. His classes emphasize engagement, and he teaches analytical courses such as Marketing Analytics Tools and Advertisement Analytics at UNSW, as well as Marketing Research at USYD.

Qualifications

  • Doctor of Philosophy, University of New South Wales
  • Bachelor of Science (Honours), University of New South Wales
  • Bachelor of Artuarial Studies, University of New South Wales
  • Master of Pre-Doctoral Studies, University of New South Wales

Keywords

  • Cultural Product
  • Empirical Modelling
  • Generative AI
  • Machine Learning
  • Marketing Analytics

Languages

  • Chinese, nec (Mother)
  • English (Fluent)

Fields of Research

Code Description Percentage
350301 Business analytics 80
461103 Deep learning 10
490503 Computational statistics 10

Professional Experience

UON Appointment

Title Organisation / Department
Lecturer Business Analytics University of Newcastle
Newcastle Business School
Australia

Teaching

Code Course Role Duration
BUSA3002 Business Intelligence and Data Management
NEWCASTLE UNIVERSITY
Business Intelligence (BI) aims to deliver straightforward snapshots of the current state of affairs to business managers. It uses a combination of software tools, databases and models to support business professionals in their understanding of business operations and performance. One of the goals of BI is that it should be easy for relatively non-technical end users to understand, and even to explore the data and create new reports. 		Lecturer in Charge 31/1/2025 - 23/4/2025
ECON2003 Predictive Modelling in Business
NEWCASTLE UNIVERSITY
This course builds upon the first year course (ECON1003) through: (i) the development and application of quantitative methods and techniques; and (ii) the introduction of key concepts, models and issues in the classical linear regression model, as well as the introduction of recent developments of time-series econometrics and their applications to economics and finance. Accordingly, the course first provides a brief review of linear models; matrix algebra; rules of differentiation; constrained optimisation; integration and differential equations; and other related topics. This is followed by the introduction of the classical linear regression model; hypothesis testing; forecasting; issues in the violations of classical linear regression model. Other topics include: dynamic econometric models; simultaneous equation models; time-series econometrics; variance modelling; vector autoregressive models; and panel data models. For estimation and testing of econometric models, Eviews 9.0 or a higher version is used. 		Lecturer in Charge 4/5/2025 - 8/4/2025
BUSA3001 Artificial Intelligence in Business
NEWCASTLE UNIVERSITY
Businesses and governments have massive data available to them with which to make systematic strategic decisions. Artificial Intelligence (AI) and machine learning can process and provide fast turnover of these very large amounts of information. This course is designed to provide students with knowledge related to established and emerging developments of AI in organisations using real-world examples. Applications of AI in various areas including finance, fraud detection, customer relationship management, and human resources management will be discussed. 		Lecturer in Charge 31/1/2025 - 23/4/2025
BUSA2002 Data Visualisation for Decision Makers in Business
Newcastle Business School the University of Newcastle
In order to develop solutions for real-world business problems, managers and senior decision makers require a range of visual graphs, tables, and meaningful descriptive information presented, utilising underlying statistical analyses of big data. This course focuses on the tools, techniques and approaches to effectively analyse and communicate business data to decision makers. The key deliverables are related to different forms of communication through data visualisation for managerial reporting in business, data dashboarding and the benefits and limitations of such forms in business operation. Both statistical software and data visualisation software will be used to demonstrate the process of transforming raw data into useful information that could provide actionable decision-making insights. Students will be taught effective communication skills for presenting complex data-based information to support decision-making. 		Lecturer in Charge 4/5/2025 - 5/8/2025
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Publications

For publications that are currently unpublished or in-press, details are shown in italics.

Journal article (1 outputs)

Year Citation Altmetrics Link
2022 Al-Qershi OM, Kwon J, Zhao S, Li Z, 'Predicting crowdfunding success with visuals and speech in video ads and text ads', European Journal of Marketing, 56, 1610-1649 (2022)
DOI 10.1108/ejm-01-2020-0029
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Dr Zhaokun Li

Position

Lecturer Business Analytics
Newcastle Business School
College of Human and Social Futures

Contact Details

Email zhaokun.li@newcastle.edu.au
Phone 0435008073
Mobile 0435008073
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