Dr. Peggy M. Choong

Biography

Dr. Peggy M. Choong has been a faculty at Niagara University since 1998. She is an expert in the areas of strategic marketing and healthcare and has served as a consultant in these areas. She was on the Board of Directors for the Catholic Health Systems from 2012-2019 and served as the Vice-Chair from 2016-2019. She was also the Chair of the Catholic Health Strategic Planning Committee from 2014-2019.

Peggy Choong has a Ph.D. in marketing from SUNY Buffalo. She served as the MBA Director in 2008. In 2012, she was named the Associate Dean in the Holzschuh College of Business. She stepped down in 2016 to focus on her research and students. The mentoring of women in higher education has always been important to her. In 2013-2019, she served on the steering committee of the WNY Consortium of Higher Education Women’s Leadership Institute, an organization whose focus is to nurture talent and empower women working in higher education to aspire to leadership positions.

Dr. Choong is the Editor-in-Chief of the BRC Journals and was the Co-Editor of the Global Journal of Management and Marketing. She has published in many refereed publications such as the Journal of Services Marketing, Managerial and Decisions Economics, Health Marketing Quarterly and Advances in Consumer Research to name a few.

Her first love is teaching and encouraging her students to engage in the discovery and creation of knowledge. She has also been instrumental in creating programs that respond to the needs of industry thereby giving Niagara University students leverage in the job market. While she was the Director of the MBA, Dr. Choong discerned a need in industry of healthcare administrators with a knowledge of business. Working with top executives in the healthcare systems in the area, she created the Healthcare Administration Concentration in the MBA which attracted students in Canada and the U.S. Dr. Choong also created,the Marketing Engineering, Global Marketing and Product and Integrated Communication courses in the MBA Program.

Dr. Choong is a strong advocate for study abroad education for all students. She has organized and led student study abroad programs to London, China, Hong Kong, Vietnam and Singapore. She created and led the Global Trade Mission program which enabled graduate students to travel to different countries, meet with top executives in key organizations and learn how to do business in different countries of the world. Leaving the comfort of their homes and country, Dr. Choong has seen her students flourish into successful and confident executives.

Focus of Teaching

Classes taught are Strategic Marketing (MBA), Global Marketing (MBA), Analysis of Quantitative Data (MBA), Principles of Marketing, Marketing Research, Consumer Behavior, Integrated Marketing Communication Strategy, NUB.

Current Research

Dr. Choong research focuses on branding, social media and strategy. Her recent research on Branding Apps has significant applications for companies as they develop digital applications for their brands.

Current Involvement

Currently a member of the Study Abroad Advisory Board, Institutional Review Board, the Committee for College Teaching and Learning and the Mission, Research and Development Committee.

Educational Background

Ph.D. Marketing