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Whencheng Chang

faculty

Wencheng Joseph Chang, PhD

Associate Professor

Management & Marketing

Contact

508-999-8745

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Charlton College of Business 329

Education

University of ManchesterPhD
University of MissouriMBA

Teaching

  • MKT 311 Principles of Marketing
  • MKT 431 Consumer Behavior
  • MKT 690 Advnaced Consumer Behavior

Teaching

Online and Continuing Education Courses

A basic understanding of the role and scope of responsibilities facing contemporary marketing management. Emphasis is placed on the integration of marketing principles into an organized approach for decision making.

A capstone course that integrates marketing and business principles learned in prior courses. Being decision-oriented and analytical it sets forth a definite way of surveying current developments in marketing practice, with the advantage of allowing the student freedom, via the case approach, in his or her choice of executive action. Students are required to complete a marketing plan.
Register for this course.

An examination of the market research process as used in approaching contemporary marketing problems. Emphasis is placed on the current status of research techniques and their application.
Register for this course.

Research

Research interests

  • Major: feedback extension effects on family brand evaluations
  • Supporting: advertising message research
  • Supporting: cross-cultural comparisons

Dr. Chang is an assistant professor of marketing at the Charlton College of Business, University of Massachusetts Dartmouth. He had taught internationally across continents, including the immediate past decade in Canada, on both undergraduate and graduate levels. He also had several years of industry experience with multinational companies during his earlier career. His research specializes in consumer behavior about branding, consisting of one major and two supporting research streams. The first and major stream examines factors moderating the feedback effect of brand extensions on entitative brands. The second and third streams explore advertising message effectiveness and compare cross-cultural differences in perception, respectively.