I teach digital marketing at the George Washington University School of Business at the undergraduate, MBA, and executive levels. The courses connect marketing strategy to hands-on analytics, and they change as the technology does.
Digital Marketing (MKTG 4154, undergraduate; MKTG 6252, MBA)
An introduction to the world of connected consumers. The course examines online, social media, and mobile behavior, follows the customer journey with quantitative analytics and strategy tools, and works through the problems marketing managers actually face in digital channels. I received the 2018 Golden Apple Award for Teaching Excellence at USC Marshall for an earlier version of this course; the award is presented each year to the professors who have had the greatest impact on their students, as determined by the graduating class.
Digital Marketing Analytics (MKTG 4162)
Applied data and analytics in digital marketing, with hands-on work on real company problems. Students analyze customer datasets and apply a range of techniques for extracting marketing insight from the data digital markets produce.
Executive education and guest lectures
A short workshop, one to eight hours depending on the audience, on web-based tools for marketing analytics, starting with Google Trends and building up in complexity. I also give versions of it as guest lectures in MBA and Global MBA classes. The current edition covers generative AI tools.
Earlier teaching
Customer Centric Marketing Taught at Reichman University. One of the most significant developments in marketing thinking in recent years is the move from the product to the individual customer as the unit of analysis. The course covers the measurement of customer lifetime value, the business implications of differences among customers, the management of acquisition and retention, and the relationship between customer satisfaction and firm profitability.
Recognition
Digital Marketing (MKTG 4154, undergraduate; MKTG 6252, MBA)
An introduction to the world of connected consumers. The course examines online, social media, and mobile behavior, follows the customer journey with quantitative analytics and strategy tools, and works through the problems marketing managers actually face in digital channels. I received the 2018 Golden Apple Award for Teaching Excellence at USC Marshall for an earlier version of this course; the award is presented each year to the professors who have had the greatest impact on their students, as determined by the graduating class.
Digital Marketing Analytics (MKTG 4162)
Applied data and analytics in digital marketing, with hands-on work on real company problems. Students analyze customer datasets and apply a range of techniques for extracting marketing insight from the data digital markets produce.
Executive education and guest lectures
A short workshop, one to eight hours depending on the audience, on web-based tools for marketing analytics, starting with Google Trends and building up in complexity. I also give versions of it as guest lectures in MBA and Global MBA classes. The current edition covers generative AI tools.
Earlier teaching
Customer Centric Marketing Taught at Reichman University. One of the most significant developments in marketing thinking in recent years is the move from the product to the individual customer as the unit of analysis. The course covers the measurement of customer lifetime value, the business implications of differences among customers, the management of acquisition and retention, and the relationship between customer satisfaction and firm profitability.
Recognition
- 2026 Honey W. Nashman Spark A Life Faculty Award, recognizing exceptional faculty mentorship that inspires and drives the holistic development of a student or student organization.
- 2018 Marshall Golden Apple Award for Teaching Excellence, USC Marshall School of Business.