Teaching

Introduction to Marketing (2 sections) | MBAE 60500

Semester: Fall

Offered: 2024

The course is designed to introduce you to the fundamental aspects of marketing: How organizations discover and translate target audiences’ needs and wants into strategies for providing compelling value propositions that maximize organizational objectives. 

After completing this course, you should be able to:

1. Explain and define the discipline of marketing and its key concepts.

2. Explain and use conceptual frameworks for understanding marketing phenomena.

3. Analyze how trends and environmental factors influence marketing strategy.

4. Bring a consumer perspective to business situations.

The course will require you to analyze and synthesize a great deal of information. It will expose you to many different concepts, ideas, and terminologies. The class sessions will include lectures, case studies, and class exercises (including managing a company as part of a simulation game). The lectures will emphasize key concepts and provide guidance in applying these concepts to practical situations.

Marketing Research (2 sections) | MARK 30120 & MDMK 30120

Semester: Spring

Offered: 2025

Market information is critical for firms. Without it, organizations operate blindly and the likelihood of misinformed and erroneous decisions is greatly increased. Accordingly, the goal of the course is to inform you how to engage in market research. The role of "uncertainty" will be highlighted throughout the course and how marketing research can decrease or increase the amount of uncertainty facing the decision maker. 

I've focused the course around a set of core marketing research topics important in getting you ready to interpret, challenge, and use marketing research in managerial decision-making. The course will expose you to many different marketing research-related concepts, ideas, and terminology. For many topics, we will have a (more or less) technical lecture to introduce the topic and then use an example(s) or case study (often involving data) to reinforce the topic. We'll follow this up with application assignments in which you will do exercises and/or analyze data sets using methods of analysis that can be applied to increase understanding and make business decisions.

Topics covered include, but are not limited to, survey design, t-tests, ANOVA, OLS regression, cluster analysis, perceptual mapping, conjoint analysis, logistic regression, A/B testing, topic models, and exploratory and observational research method.

We will use RStudio for many of the assignments and exercises.