Courses Taught

I have taught various marketing topics at undergraduate, MBA/EMBA/MS, and doctoral levels, at different institutions: C. T. Bauer College at the University of Houston (current), Krannert School of Management at Purdue University, and the Wharton School of the University of Pennsylvania.

Empirical Models (Ph.D.)
Digital Marketing
Marketing Management
Marketing Research
New Product Development
Pricing
Quantitative Analysis (EMBA, DBA)
International Marketing
Introduction to Marketing

Content of Introduction to Marketing (MARK 3336)

This course introduces students to the dynamic world of marketing, emphasizing customer-centric value creation through effective marketing strategies. Students should expect to gain an understanding of key areas, including market research, buyer behavior, strategic pricing, marketing channels, and various promotional and social media activities.

Week 1: Orientation and Introduction – The Marketing Process

Week 2: Marketing strategy / Marketing environment / Global Marketplace

Week 3: Understanding customers / Market metrics

Week 4: Exam 1

Week 5: Consumer markets / Business markets

Week 6: Segmentation, targeting, and positioning

Week 7: Creating customer value: Products, services, brands / Developing new products

Week 8: Exam 2

Week 9: Extracting customer value: Pricing

Week 10: Delivering customer value: Channel / Retailing and wholesaling

Week 11: Exam 3

Week 12: Communicating customer value: Advertising

Week 13: Personal selling and sales promotion / Competition

Week 14: Legal and ethnic issues in marketing

Week 15: Exam 4

Content of Marketing Analytics

This is a very hands-on course with many Excel examples. It requires a lot of work and demands weekly attention and studies. If you are looking for an easy course in marketing, this is not the course for you.

The designated analytics tool is Microsoft Excel 365, perhaps the most commonly used data processing software in the business world. The structure of the course is as follows:

Part 1: Marketing Metrics and Excel