Seong Keun Yi is the 13th President of Sungshin Women's University. He earned a B.A. in English Language and Literature and doctoral degrees in Business Administration and Statistics from Korea University. His academic background combines the humanities, management, and quantitative analysis.

Before joining Sungshin Women's University, President Yi worked in market research, business journalism, and telecommunications marketing, and later taught computer science and business administration at Dongyang Technical College. He joined Sungshin Women's University as a professor of business administration in 2004 and subsequently served as Dean of Planning and Information and Vice President for International and External Affairs. He became the University's 12th President in 2022 and began serving as its 13th President in 2026.

His research has focused on statistical quantification methods using Partial Least Squares, marketing, service quality, distribution channel design, and cultural and performing arts management. He has also participated in research and consulting projects for companies and public institutions in telecommunications, electronics, transportation, tourism, sports, publishing and culture.

• Ph.D. in Statistics, Korea University, 2007   
• Ph.D. in Business Administration, Korea University, 1993   
• MA. in Business Administration, Korea University, 1989   
• B.A. in English Language and Literature, Korea University, 1985   

• 2026-Present   13th President, Sungshin Women's University
• 2022-2026   12th President, Sungshin Women's University
• 2019-2022   Vice President for International and External Affairs, Sungshin Women's University
• 2017-2018   Dean, Planning and Information, Sungshin Women's University
• 2004-2022   Professor, Department of Business Administration, Sungshin Women's University
• 1995-1997   Professor, School of Information Science and Business, Dongyang Technical College
• 1997-2004   Team manager, Marketing Research and Planning Team, SK Telecom
• 1988-1989   Researcher, Consumer Research Business Unit, Nielsen Korea

• Statistical Analysis Using R, 2022(Co-authored)
• Services Marketing, Translated book, 2011(1st editions), 2014(2nd edition)(Co-authored)
• Statistics for Business Using Excel 2001(Co-authored)
• Essentials of Promotion, 2000(Co-authored)
• Distribution Channel Management, 1995(Co-authored)
• Multidimensional Scaling and Conjoint Analysis, 1993(Co-authored)
• Statistical Analysis Using SPSSPC+, 1992(Co-authored)
• etc.

• Quantification Method for Partial Least Squares and Its Generalization, Ph.D. dissertation for Statistics, 2007
• Distribution Analysis by Transaction Cost Theory, Ph.D. dissertation for Business Administration, 1993
• VRIO Analysis of Creative Musical Companies, Journal of Product Research, 2021
• Application of Dynamic Pricing in the Performing Arts, Services Marketing Journal, 2019
• A Study on the Characteristics Dimensions of Performing Arts - Focusing on Comparison with Service Characteristics -, Journal of Arts and Cultural Management, 2019
• A Study on the Role of Korean language for the Virtuous Diffusion of Hallyu, Journal of Consumption Culture, 2016
• Exploratory Study of Underlying Dimensions of Use Motive in Social Media and Marketing Implications, Korean Journal of Marketing, 2013
• Visualizing X and Y Data by PLS, The Korean Journal of Applied Statistics, 2012
• Building Positioning Map by PLS Regression, Korean Journal of Marketing, 2011
• Higher Order Quantification Method for PLS Correlation, Journal of Product Research, 2011
• Generalization of Quantification for PLS Correlation, The Korean Journal of Applied Statistics, 2007
• The Effect of Option Attachment on Satisfaction, International Review of Business Research Papers, 2007
• etc.

• Long-term Business Strategy for Dacom
• Distribution Strategy for Shinsegi Telecom
• Distribution Channel Strategy for LG Electronics
• Distribution Revitalization Strategy for KT
• Hi-Pass Device Demand Forecast for Korea Expressway Corporation
• Plan for the 2010-2012 Visit Korea Year, Visit Korea Committee
• Overseas Market Expansion Strategy for Korean Kooks, Publication Industry Promotion Agency of Korea
• Hallyu Flagship Model Development and Case Study, Korea Foundation for International Cultural Exchange
• AI and IoT based Electrical Fire Prevention System, Ministry of Land, Infrastructure and Transport
• etc.