Newsletter No. 533

毕业四年便获得中大最高教学荣誉之一博文教学奖,有何 感受? 获奖无论对我还是一众研究型年轻教授而言都是极大鼓 舞。我们难免会怀疑自己能否做到教学与研究两不误。我的 亲身体会是,教书充满乐趣,值得为之付出。 学生对你的教学评分极高,秘诀何在? 当个有趣的人。每逢看电影、阅读或逛街,我都时刻留意有 哪些奇闻趣事,可以从市场学角度跟学生分享。当我在课堂 提出从不会出现在教科书的话题,例如毒贩如何将可卡因从 哥伦比亚运往美国,或是亚马逊总裁的离婚将怎样影响公 司,学生便格外精神,讨论得兴高采烈。 你认为学生最欣赏你什么? 对他们真心诚意的尊重。我总是鼓励他们畅所欲言,也很 重视他们的意见。上我的课发言没有对错之分。只要逻辑合 理,任何回答都是好回答。 范亭亭教授 数码营销是你的研究专长。数码世界瞬息万变,如何确保 所授知识与时并进? 我教的理论也许维持不变,但用以阐释的例子却一直紧贴 时事。我爱读《华尔街日报》、《时代》杂志、《经济学人》, 许多在课堂分析的案例都取材自这些报刊对时政热话和新 兴趋势的深入报道。 迄今为止觉得自己哪项研究最有意思? 曾经研究众筹平台,得出的结论相当出人意表:如果众筹活 动早期的集资多为小额款项,例如一美元,会更容易吸纳后 续投资。倘若初期集资主要由较大款额构成,例如一百美 元,潜在投资人往往会猜想,这些资金是来自众筹发起人的 亲戚朋友,因而降低出资意欲。我称之为「以小博大效应」, 有利于创业家设计有效的筹款策略。 你有哪位教学上的楷模吗? 我十分敬仰我的博士导师兼挚友 Peter N. Golder 教授。我 还在北京大学念本科就认识他,至今十二年。他见证了我在 纽约市政厅的婚礼,带着我走到博士毕业典礼的台前,又携 家人拜访我远在福建的老家。他以身作则的教我要做个有 爱心、擅启发的老师,要在逆境中保持乐观,以及要常怀感 恩之心。 以前的你是哪一类学生? 中学的我是个典型书呆子,一心只想考第一。后来在北大认 识了我最要好的朋友 董韫韬 ,她现在已是康涅狄格大学的 教授。是她启迪了我:只要灵魂有趣,尽管成绩不是最好, 生活同样精彩。要是早些明白这道理该多好啊! 你看起来总是神清气爽,有什么保持身心舒泰的窍门? 还是那句,当个有趣的人。我自知既不聪明,也不漂亮,但我 可以很有趣。世上有太多乐事等待发掘,我必须保持健康开 朗,才能带上家人朋友同享这趟旅程。 How do you feel about winning the University Education Award—one of the highest accolades for teaching excellence in CUHK—only four years after graduation? The award is a great encouragement not just to me but to all the research-oriented young academics who might not believe they could balance teaching and research well. It proves that teaching can be fun and enjoyable and is worth the effort. You received exceptionally high ratings from your students. What’s your secret? Being an interesting person. Whenever I watch a movie, read a book or go shopping, I am constantly on the lookout for interesting things to share with my students from the standpoint of marketing. They would be excited and respond more actively if I bring forth topics not found in any marketing textbook, such as how drug dealers ship cocaine from Columbia to the US and how the divorce of Amazon’s CEO might affect the company. What do you think your students appreciate the most about you? My genuine respect for them. I always ask for their thoughts and put a high premium on their opinions. In my class there is no right or wrong answer. Any answer is deemed good as long as the underlying logic is sound. Digital marketing is one of your strong suits. With the digital world changing rapidly, how do you ensure the relevancy of what you teach? The theories I teach may remain the same, but the examples I give are in sync with what is happening out there. I am an avid reader of The Wall Street Journal , Time and The Economist . Many of the cases studied in my class are based on their in-depth reports on current events and emerging trends. Which research you’ve done so far has taken you by surprise? My research into crowdfunding platforms has a counter- intuitive finding: a potential funder is more likely to contribute to a crowdfunding campaign when the majority of early contributions are relatively small amounts, e.g., US$1. If the majority of early funders contribute larger amounts, e.g., US$100, potential funders are likely to infer that they came from family and friends and so are less likely to chip in. I called it ‘The Small-Predicts-Large Effect’. Entrepreneurs can do well to remember this when devising fundraising strategies. As far as teaching is concerned, who is your role model? I look up to my PhD adviser and very good friend Prof. Peter N. Golder . I’ve known him for 12 years since I was studying at Peking University. He witnessed my wedding at the New York City Hall, walked me to the PhD graduation ceremony, and visited my small hometown in Fujian Province with his family. It is he who showed me how to be a caring and inspiring teacher, how to stay positive during tough times, and how to be grateful for everything. What kind of a student were you? I was a typical nerd in high school. Coming first in exams was all I ever wanted. My best friend Dong Yuntao , whom I met at Peking University and who is now a professor at the University of Connecticut, inspired me to see that life can still be wonderful without top scores, if we have an interesting soul. I wish I had learned that much earlier. You always look joyful and energetic. Any tips for staying physically and mentally fit? Again, be an interesting person. I am neither smart nor pretty, but I can be interesting. There is so much fun to be had in the world. I must stay happy and healthy to bring along my friends and family on this wonderful trip. Christine N. Prof. Fan Tingting 2018年度博文教学奖得主畅谈教学之乐、最感激的良师益友,以及将人生变得饶有 趣味的心得。 The winner of the University Education Award 2018 talked to CUHK Newsletter about the joy of teaching, her role models, and how she transformed her life from a bore to a blast. 市场学系 Department of Marketing 10 # 5 3 3 | 0 4 . 0 3 . 2 0 1 9 口 谈 实 录 / V iva V oce Photo by ISO Staff

RkJQdWJsaXNoZXIy NDE2NjYz