Ms Ada Choi

Ms Ada Choi

Casual Academic
Business School
Career Accelerator

Ada is a PhD Candidate in the School of Marketing, under the supervision of S.H.A.R.P. Research Professor Harald van Heerde. Ada holds MComm (High Distinction) from the University of Sydney. She has published in high-quality journals such as Journal of Retailing (ABDC-A*), and her research focuses on consumer financial behaviour.

Ada previously worked for more than 9 years in the higher education industry. Her responsibilities included university governance, student recruitment and marketing, event planning and management, and peer and academic tutoring and lecturing. At the University of Sydney, she served as a member of the University Academy Quality Committee, Graduate Advisory Student Committee and Sydney Postgraduate Student Representative Association. At the University of New South Wales, she served as Vice President (Research) at the Postgraduate Council and a PhD student representative of the School of Marketing. She is also an accredited teacher in New South Wales and Queensland, and previously held management roles in the entertainment and e-commerce industries.

Ada has received various nominations, awards and scholarships during both her undergraduate and postgraduate studies. She presented her research at the ISMS Marketing Science Conference and her PhD is fully funded by UNSW Full Tuition Scholarship and Business School Supplementary Scholarship. She also received funding, awards and scholarships from the Australian Government, the Macao SAR Government, the University of Sydney, the University of Queensland, INFORMS Society for Marketing Science, Zhejiang University, Korea University, Deakin University and the Queensland University of Technology. She served as an official International Student Ambassador of the City of Sydney and has been awarded the Australia-China Alumni Awards 2022 and UNSW Research Awards 2023. Ada was also being nominated for the International Student of the Year Awards by UNSW, NSW Volunteer of the Year Awards and many more.

+61 2 9348 1192
School of Marketing, Room 3045, Level 3, Quadrangle Building (E15), UNSW Sydney 2052


  • ISMS Marketing Science Doctoral Dissertation Early-Stage Research Grants
  • UNSW Graduate Research School Development and Research Training Grant (DRTG)



  • The University of New South Wales Business School PhD Student International Exchange Scholarship 


  • The University of New South Wales Business School Research Student Awards
  • ISMS Marketing Science Doctoral Consortium Fellow


  • The University of New South Wales Business School Scholarship
  • The University of New South Wales Full Tuition PhD Scholarship 
  • The University of New South Wales Peer Mentor Connect of the Year
  • Australia China Alumni Association's Australia China Alumni Awards 
  • Macao SAR Government Postgraduate Excellence Awards
  • Nomination for StudyNSW International Student of the Year Awards
  • Nomination for Wayne Lonergan Award for Teaching Excellence Award
  • Nomination for UNSW Students' Choice Teaching Award
  • Nomination for NSW Volunteer of the Year Awards


  • The University of Sydney Vice-Chancellor Global Mobility Scholarship
  • Macao SAR Government Academic Excellence Scholarship
  • Zhejiang University Academic Excellence Scholarship
  • The University of Sydney International Student Co-Curricular Grant
  • The University of Sydney Facultative Fund


  • The University of Sydney Business School International Scholarship
  • Macao SAR Government Academic Excellence Scholarship
  • The University of Sydney Job Smart & Job Smart Edge Top Performer and Winner


  • Education of Department, Queensland Government Full Scholarship
  • Korea University Full Exchange Tuition Scholarship
  • Queensland University of Technology Dean's List


  • Vice President (Research), UNSW Postgraduate Council
  • Vice President, UNSW Chinese Student Association
  • Member, UNSW Health and Safety Committee


  • Chief Marketing Officer, UNSW Postgraduate Council


  • Official International Student Ambassador, City of Sydney
  • Event Coordinator, Marketing Analytics Symposium Sydney, University of New South Wales
  • Event Coordinator, Marketing Leadership Forum, University of New South Wales


  • Member, The University of Sydney Academic Quality Committee
  • Member, The University of Sydney Graduate Advisory Student Committee
  • Councillor, The University of Sydney Postgraduate Student Representative Council


My Teaching

The University of New South Wales

  • COMM2244 Future of Work Project
  • MARK2052 Marketing Research
  • MARK3081 Distribution Strategy & Retail Channels (Nominated for Students' Choice Teaching Award)
  • MARK5830 Marketing Analytics Project


The University of Sydney

  • MKTG1001 Marketing Foundations
  • IBUS2101 International Business Strategy
  • QBUS5001 Quantitative Methods in Business
  • BUSS5221 Creative and Analytic Mindset
  • BWIL6300 Business Consulting Practicum
  • BWIL6573 Job Smart Edge
  • MIBS6003 International Strategy
  • MKTG6001 Marketing Research
  • MKTG6998 Social Media Analysis (Nominated for Sydney University Wayne Lonergan Award for Teaching Excellence)
  • Maths in Business Program