Courses Taught

MKTG 474 – MKTG ANALYTICS (3)
In rapidly changing markets characterized by ever more demanding customers served by global competitors, intuitive decision making, even when honed by years of experience, is unlikely to generate superior results. Instead, successful marketers increasingly rely on Marketing Analytics, a systematic approach to applying analytical models to properly organized empirical data, with the goal of extracting true insights about the marketing environment.This course will introduce students to commonly used analytical tools in such areas as segmentation, targeting and positioning, satisfaction management, customer lifetime analysis, customer choice, product and price decisions using conjoint analysis, and text analysis and search analytics. This is a hands-on course based on the Marketing Engineering approach and Excel software, in which students will apply the tools studied to actual business situations and conduct a group project involving primary data collection and analysis.At the conclusion of this course, students will be familiar with some of the more common marketing analytics tools and be able to extract insights from marketing data using model-supported decision making.

MKTG 540 – Marketing Analytics (3)
The course objectives are to demonstrate to students the benefits of using systematic and analytical approaches to marketing decision-making, and to build their skills and confidence in undertaking such analyses and decision-making in a modern enterprise. The analytical approaches covered in the course will enable students to identify alternative marketing options and actions that enhance business performance, predict the expected market and consumer reactions associated with potential marketing actions undertaken by a business, calibrate the opportunity costs associated with each action, and choose one or more actions that have the highest likelihood of achieving established business goals. The course will help students to develop skills that will enable them to propose and justify marketing expenditures using a Return on Investment (ROI) logic that businesses are increasingly asking of their executives.This course builds on the basic business analytics concepts and methods that business students are expected to have. The topics covered include a range of analytical concepts and tools associated with various aspects of marketing, including segmentation, targeting, positioning, product design, short-term and long-term forecasting, marketing resource allocation, search engine advertising planning, social influence measurement, A/B testing, and attribution analysis.

MKTG 555 – Mktg Models (3)
Topics in the model building approach to marketing decision making, focusing on current research issues.

MKTG 597 – Special Topics (Variable)

MKTG 543 – E-Mktg (2)
Using the Internet and related technologies to enhance and transform marketing functions and processes.

BAN 540 – Predictive Analytics for Bus (3)
BAN 840 explores the use of predictive analytics tools and techniques throughout a wide range of business scenarios and problems. Initially focusing on the application of traditional predictive analytics techniques to answer the question, "What will happen in the future?", the course provides opportunities for students to apply regression and forecasting techniques to data from various business contexts to inform business leaders¿ decision. Later, students explore various software applications and techniques for acquiring, preparing, and analyzing "big data", recognizing and taking advantage of the exponential growth in the amount of structured and unstructured data generated by and available to businesses. The course next examines cutting-edge techniques gaining increased attention among analytics experts, including data mining, text analytics, and social media analytics. Finally, students will be given an overview of the future of predictive analytics, developing an awareness of artificial intelligence and machine learning concepts, such as neural networks, to help them advance their organizations¿ business analytics capabilities. Software packages, concepts, and business applications will vary and evolve to keep pace with technology, theory, and instructor interests.

EBIZ 543 – E-Mktg (2)
Using the Internet and related technologies to enhance and transform marketing functions and processes.

MKTG 521 – Sci Mktg Anlys (2)
An introduction to the tools used, rationale for, and the practice and implementation of a variety of current marketing techniques. MKTG (MS&IS) 521 Marketing Engineering (3) This course deals with concepts, methods, and applications of decision modeling to address such marketing issues as segmentation, targeting and positioning, new product design and development, advertising, sales force and promotion planning, and sales forecasting. The course is designed for MBAs as well as for students in engineering and related disciplines who have some background in or understanding of marketing principles, and exposure to spreadsheet programs such as EXCEL.Unlike conventional capstone marketing courses that focus on conceptual material, this course will attempt to provide skills to translate conceptual understanding into specific operational plans--a skill in increasing demand in organizations today. Using market simulations and related exercises tied to PC-based computer software, students will develop marketing plans in various decision contexts.Specifically, the course objectives are to: Provide students with an understanding of the role that analytical techniques and computer models can play in enhancing marketing decision making in modern enterprises. Improve students' skill in viewing marketing processes and relationships systematically and analytically. Expose students to numerous examples demonstrating the value of the analytic approach to marketing decision making. Provide students with the software tools that will enable them to apply the models and methods taught in the course to real marketing problems. The course will be of particularly valuable to students planning careers in marketing and management consulting. The course is designed for students with some background in quantitative methods as well as some exposure to basic marketing concepts.Class sessions will be devoted to probing, extending and applying the material in the readings and the cases. We will use the "Tell-Show-Do" sequence to give you hands-one experience in using the course materials for making marketing decisions. It is your responsibility to be prepared for each session as detailed in the course outline. Each one of you will benefit from belonging to a "study group" that meets and prepares for each session before coming to class.

MKTG 596 – Individual Studies (Variable)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.

MKTG 597C – Marketing 2.0 (2)
This course deals with concepts, methods, and applications of decision modeling to address such marketing issues as segmentation, new product design and development, advertising, sales force and promotion planning, and sales forecasting.

MKTG 496 – Independent Studies (variable)
Creative projects, including research and design, which are supervised on an individual basis and which fall outside the scope of formal courses.

MKTG 498H – Marketing Engineering: Analysis for Strategic Consulting (3)
Formal courses given infrequently to explore, in depth, a comparatively narrow subject which may be topical or of special interest.

MS&IS 555 – Marketing Models (3)
Topics in the model building approach to marketing decision making, focusing on current research issues.

Selected Publications

Editorships