Seminar-Marketing PhD (MKT 972), Spring 2019.
This course is for PhD students in marketing and related quantitative fields. It surveys quantitative research in the field of marketing. The primary goal is enhance student awareness of different ways in which statistical modeling has become relevant to marketing, the different types of models that are popular in the field, trace the evolution of the statistical models over the years and our current challenges. The students will get an opportunity to read published papers, critique them, learn how to identify a research question, and begin to answer it using empirical methods.
Marketing Analytics (MKT 815), Spring 2019.
We will study the impact of analytics on successful marketing decisions. The course covers a spectrum of topics that include marketing metrics, digital analytics, marketing response models, segmentation, product design, experimentation and big data. It is designed for students with some background in quantitative methods and an exposure to basic marketing research concepts. The course will use a combination of lectures, cases and hands-on model building focused on marketing analytics.
Marketing Research (MKT 710), Fall 2011.
The purpose of marketing research is to provide information to make better business decisions. In this course you will be introduced to different stages of the marketing research process. The course will provide you with the necessary knowledge base and tools to (a) conduct basic marketing research and (b) become a thoughtful consumer of marketing research. My goal is to assist you in developing a mindset that continually relies on information based decisions. We will focus on qualitative and quantitative aspects of marketing research as it relates to business problems such as market segmentation, assessing demand and new product design.