Chelsea C. Hammond

Color portrait of Chelsea C. Hammond

Assistant Clinical Professor

Department Marketing
Office Address 479 Business Building
Phone Number 814-865-1869
Email Address cch23@psu.edu

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Education

Ph D, 2009

Courses Taught

MBADM 821 – MKTG IN GLOBAL ENV (3)
Examining strategic issues in global marketing, including opportunity analysis, planning, and implementation. This is a comprehensive marketing management course examining strategic issues in marketing. The areas of analysis, planning, implementation, and control of marketing activities and processes are examined. Marketing is presented as more than a business function; but rather, a philosophy of doing business. The main emphases of the course are on market assessment and measurement; analysis of consumer and business markets and buyer behavior; competitive marketing strategies; market segmentation, target marketing, and positioning strategy; product development and commercialization; pricing; channels of distribution; and communication and promotion strategies. The course uses a combination of readings, online discussions, presentations, group projects and a comprehensive simulation to help students not only gain a broad understanding of marketing strategies but also acquire hands-on experience in taking control of an enterprise operation involving marketing, production, and financial decision making at both strategic and tactic levels.

MKTG 811 – MKTG ANALYTICS (3)
Data-driven marketing is essential for today's business success. MKTG 811 prepares students with the fundamental skills to successfully leverage marketing data in business decision making and strategy. Students will learn how to map data to marketing challenges, apply basic statistics to marketing analyses, report results in meaningful ways, and support organizations in effectively leveraging marketing data. Special emphasis is given to translating data into meaningful and actionable business insights. This course does not assume any prior knowledge in statistics.

MKTG 814 – STRAT MKTG ANALY (3)
MKTG 814 prepares students to apply marketing data analytics in support of brand and product success. The course familiarizes students with analytics for brand and product positioning, brand equity and loyalty, price optimization, and enhancing the customer experience. Special emphasis is placed on data visualization and communicating data insights in ways meaningful for strategic business application.

Selected Publication

Stokes T., Strohmenger R., "Measure Brand Resonance With The TRUE Brand Compass." 2014

Research Impact and Media Mentions

"Penn State Adds Online Course in Marketing Analytics", Business Journal, Web, businessjournaldaily.com/penn-state-offers-new-online-course-marketing-analytics/
"Penn State expands data analytics program with option in marketing analytics", Penn State, Web, news.psu.edu/story/503249/2018/01/31/academics/penn-state-expands-data-analytics-program-option-marketing
"Hammond uses unique skills to lead PSU Smeal marketing analytics certificate", Penn State, Web, news.psu.edu/story/474825/2017/07/17/academics/hammond-uses-unique-skills-lead-psu-smeal-marketing-analytics
"Calculating Brand Resonance: Introducing Forrester’s TRUE Brand Compass Framework", Forrester Research Blog, Web, go.forrester.com/blogs/13-07-15-calculating_brand_resonance_introducing_forresters_true_brand_compass_framework/