Dr. Jeanica C.  Joson is the Research Director at the University of Luzon, where she leads the University Research Center and serves as a faculty member in the College of Business Administration and the College of Hospitality and Tourism Management. She was appointed Research Director in January 2023 and has been a professor at the university since November 2011.

Her work focuses on translating academic research into community‑level development. She designs and manages multi‑year field studies and applied projects—most notably leading the CPS‑funded project “Revitalizing the Blacksmithing Industry in Pozorrubio, Pangasinan,” which applied a PESTLE approach to preserve the traditional industry. She also contributed to the provincial project “Localization of Sustainable Development Goals (SDGs) in Pangasinan.”

Dr. Joson holds a Doctor of Business Administration and a Master of Business Administration from the University of Luzon and is currently pursuing a PhD in Development Education at the University of Luzon Graduate School. Her publications include studies on local industry analysis, marketing strategies for traditional sectors, and community resilience.

Beyond academia, she serves as a resource person and expert panelist for government enterprise development programs—such as the Department of Trade and Industry’s Kapatid Mentor ME (KMME)—where she evaluates Business Improvement Plans and advises micro, small, and medium enterprises (MSMEs) and cooperatives on marketing, strategic planning, and operations. Her professional affiliations include membership in the Center for Pangasinan Studies (CPS) and the Philippine Association for Graduate Education (Region 1).

Dr. Joson is committed to research‑driven, measurable, and sustainable community impact, bridging higher‑education governance, grassroots economic development, and international sustainability benchmarks through applied research, policy engagement, and enterprise mentoring.