Teaching

These are all the courses I have taught in the past at various levels including MBA, MS Business Analytics, PhD, and Undergraduate.

Customer Relationship Management (CRM)

Levels taught: MSBA/MBA/Undergraduate

This course focuses on marketing strategy as it relates to customer management, where the philosophy is to view customers as assets of the firm and the goal is to use customer information to build customer loyalty and relationships. This involves, in part, applying differential attention to more valuable customers with the goal of improving customer satisfaction while optimizing the current and future value of the customer base. The course will focus primarily on firms in 'data-rich' environments – that is, firms with detailed data on individual customers and firms with many customers. However, we will also spend time discussing more traditional customer relationship strategies and tactics.

The course is built around a single customer framework: the customer lifecycle. This general framework emphasizes strategic initiatives in customer relationship management including identifying good prospects and customer acquisition; customer development through up-selling, cross-selling and personalization; customer attrition and retention; and win-back. Topics covered include customer loyalty and loyalty programs, customer economics including customer profitability, lifetime value, and customer equity.

The course will also provide an introduction – including the advantages, limitations, common uses, and some best practice examples – of commonly used analytical tools and techniques. These include RFM (recency/frequency/monetary) analysis, CLV analyses, among others.

Marketing Issues & Problems

Levels taught: MBA

The purpose of this course is to give students a broad perspective on current and emerging issues and problems in marketing that managers face. This course is designed to be an extension of the first core marketing course by exposing students to marketing concepts that they will likely face in most marketing functions. We will cover topics ranging from marketing metrics, to the role of marketing in finance, the C-Suite, Analytics, New Product Development, the Salesforce and Society. In addition to critically analyzing and understanding strategy to handle emergent issues in marketing, students will also work on building their analytical skillset (such as regressions and discrete choice models) through hands-on exercises with real data. Lastly, this course will raise and address current marketing issues through discussions of articles in the general business press and AMA award winning books.

Marketing Management/Principles of Marketing

Levels taught: Undergraduate

As the marketplace continues to adopt more electronic tools to facilitate business processes and expand to the international arena, the discipline of marketing is emerging as more important than ever in helping organizations better assure their on-going viability. This course provides an overview of marketing as a management process. Upon its successful completion, students will gain the ability to make better business decisions by understanding how to assess the marketing environment, design and conduct marketing research, and determine what elements are most important to customers as they make purchasing decisions. Topics covered include the use of marketing tools to develop and manage actual products and services, how to maximize prices on those products and services, how to distribute products and services, and how to promote them. Finally, discussions will take place on how to compile the marketing information and decisions in a strategic plan that helps guide organizations’ offerings to commercial success. This course will involve the use of some quantitative skills and analysis. Familiarity with Excel, some level of data visualization and comfort/understanding of basic statistics & economics concepts is highly recommended.

New Product Innovation & Branding

Levels taught: Undergraduate

The objective of this course is to help you to develop a clear understanding of basic concepts concerning management of product innovation and branding. I plan on teaching this course in two modules, (a) New product innovation and (b) Branding.

In the first module, we will discuss how changes in competition, customer demand, and technology impact the new product development process. We will also discuss various research methods that are commonly used in idea generation, prototype building and new product forecasting. Case studies of actual firms will be analyzed in order to examine successes and failures in the context of real product development scenarios.

In the second module, we will dive into the world of branding. Building and effectively maintaining brand equity is among the top priorities of most companies. Effective brand-building and brand management drives superior financial results, consumer loyalty and competitive advantage. Some of a firm's most valuable assets are the brands that it has invested in and developed over time. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers' minds cannot. We will address these key questions:

1. What makes a strong brand?

2. What are the key elements in crafting and driving brand strategy?

3. How do you build brand equity?

4. How do you capitalize on brand equity to expand your business?

In addressing these objectives, the course will provide you with an understanding of a) the important issues in planning and evaluating brand strategies and b) the appropriate concepts and techniques to improve the long-term profitability of brand strategies. I will be adopting an analytical approach (depending heavily on data) in this class. You will be learning several analytical tools such as perceptual mapping, conjoint analysis, and diffusion modeling in this course. These tools, though labor intensive, are extremely useful in the business world.