Dr. Hongli Joosten-Ma received her PhD through a German-Chinese joint research program in cognitive psychology between George Augustus University Gƶttingen and East China Normal University in Shanghai. After continuing academic research as a post-doc in universities in both Germany and the Netherlands, she furthered her career in the international business world across Asia, North America and Europe.
With more than 20 years working in different industries, she has held various leadership positions in business strategy as well as applied research in the marketing domain for both multinationals, such as Philips and Shell; and small enterprises, such as consultancy firms. From within businesses, she has experienced purposeful marketing in both challenging and rewarding ways. She switched her focus to education in 2018 to align with a personal shift towards purposefulness.
Prior to taking this professorship, she worked in the International Business Program, Faculty Business, Finance and Marketing in The Hague University Of Applied Sciences. As a principal lecturer there, she was instrumental in establishing a new marketing curriculum integrating the latest marketing practices, including digital and purposeful elements.