Hans Baumgartner
Smeal Chair Professor of Marketing
Department Marketing
Office Address 482 Business Building
Phone Number
814-863-3559
Email Address
jxb14@psu.edu
Hans Baumgartner
Smeal Chair Professor of Marketing
Department Marketing
Office Address 482 Business Building
Phone Number
814-863-3559
Email Address
jxb14@psu.edu
Professor Baumgartner's research interests are in consumer psychology and research methodology, particularly structural equation modeling and (cross-cultural) measurement analysis. He has published articles on these topics in the Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Journal of Marketing, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Organizational Behavior and Human Decision Processes, Psychological Methods, Sociological Methods and Research, Organizational Research Methods, and Journal of Economic Literature, among others. He is the author (together with Bert Weijters) of the monograph Measurement in Marketing.
Education
Ph D, Marketing, Stanford University, 1988
MS, Statistics, Stanford University, 1988
MBA, The University of Texas at Arlington, 1984
Mag. rer.soc.oec., The University of Innsbruck, 1982
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 554 – Res Meth in Mktg (3)
Philosophical, methodological, and measurement issues involved in designing, conducting, analyzing, and interpreting research in marketing.
MKTG 494H – Research Project (Variable)
Supervised student activities on research projects identified on an individual or small-group basis.
MKTG 497 – Special Topics (3)
Formal courses given infrequently to explore, in depth, a comparatively narrow subject which may be topical or of special interest.
MKTG 590 – Colloquium (1)
Continuing seminars that consist of a series of individual lectures by faculty, students, or outside speakers.
MKTG 330 – Consumer Behavior (3)
Application of behavioral science concepts to the understanding of buyer behavior as a basis for marketing management decision making.
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 494 – Research Project (variable)
Supervised student activities on research projects identified on an individual or small-group basis.
MKTG 551 – Theoretical Perspectives on Buyer Behavior (3)
Review of marketing and social sciences research related to understanding consumer and market behavior.
MKTG 597A – Marketing in Challenging Times (1)
Special topics course.