Teaching Experience:
Marketing in a Digital World (AKA Internet Marketing, AKA Digital Marketing):
Description:
An introduction to the changing world of connected consumers. In this course we will be examining consumer online, social media and mobile behaviors, as well as focusing on the customer journey using quantitative marketing analytics and strategic tools. The Internet as a medium has changed dramatically in recent years, and the course’s objective is to introduce the students to the changing world of digital marketing, and introduce the challenges that marketing managers encounter in this changed medium.
In 2018, this course won the Marshall Golden Apple Award for Teaching Excellence, presented every year to the professors who have had the greatest impact on their students, as determined by the members of the graduating class.
Digital Marketing Analytics:
Description:
In this course we will examine current methods of applied data and analytics in the digital marketing space, with hands on experience working with companies and understanding the problems in current digital markets. Deeper analysis of customer data sets and apply a range of techniques to extract insights from data primarily used in digital marketing world.
Customer Centric Marketing:
Description:
One of the most significant development in the marketing thinking of recent years is the move from the product to the individual customer as the unit of analysis. Firms aim to structurally maximize the long terms profitability of different customers by managing both the value customers provide the firm and the value the firm gives to its customer. In this course we discuss the main questions and tools associated with the customer relationship marketing approach. Among the issues we examine are the measurement of customer long range profitability, the business implications that stem from the difference among customers, the use of customer long range profitability for valuation, the management of customer acquisition and retention, the analysis of value to customers, and the relationship between customer satisfaction and firm profitability.
Social Media (Workshop):
This course was co-developed by Prof. Barak Libai, Prof. Jacob Goldenberg and myself. I am also teaching the section on social network analysis (SNA) tools.
Description:
The widespread attention to social networking sites such as FACEBOOK or TWITTER reflects the growing awareness in the business community to the fact that people relate much in their decision making on information they get from others, for example via word of mouth. Social network analysis helps us how social effects are created and the relevant business implications. The aim of this workshop is to expose students to the state of the art of the thinking on social effects (especially among customers) and the business implications (particularly from a marketing perspective). Towards that end we will examine different types of social networks, the spread of information and of new products in social networks, and new business models that aim to identify and influence the social effects among customers.
Executive Education - A Guided Tour in a Dynamic New World
Description:
This is a short workshop (1-8 hours, changing by specific class requirements) on free web based tools for marketing analytics (starting with Google Trends and advancing in complexity), also given as several guest lectures for Global MBA and MBA classes.
Marketing in a Digital World (AKA Internet Marketing, AKA Digital Marketing):
Description:
An introduction to the changing world of connected consumers. In this course we will be examining consumer online, social media and mobile behaviors, as well as focusing on the customer journey using quantitative marketing analytics and strategic tools. The Internet as a medium has changed dramatically in recent years, and the course’s objective is to introduce the students to the changing world of digital marketing, and introduce the challenges that marketing managers encounter in this changed medium.
In 2018, this course won the Marshall Golden Apple Award for Teaching Excellence, presented every year to the professors who have had the greatest impact on their students, as determined by the members of the graduating class.
Digital Marketing Analytics:
Description:
In this course we will examine current methods of applied data and analytics in the digital marketing space, with hands on experience working with companies and understanding the problems in current digital markets. Deeper analysis of customer data sets and apply a range of techniques to extract insights from data primarily used in digital marketing world.
Customer Centric Marketing:
Description:
One of the most significant development in the marketing thinking of recent years is the move from the product to the individual customer as the unit of analysis. Firms aim to structurally maximize the long terms profitability of different customers by managing both the value customers provide the firm and the value the firm gives to its customer. In this course we discuss the main questions and tools associated with the customer relationship marketing approach. Among the issues we examine are the measurement of customer long range profitability, the business implications that stem from the difference among customers, the use of customer long range profitability for valuation, the management of customer acquisition and retention, the analysis of value to customers, and the relationship between customer satisfaction and firm profitability.
Social Media (Workshop):
This course was co-developed by Prof. Barak Libai, Prof. Jacob Goldenberg and myself. I am also teaching the section on social network analysis (SNA) tools.
Description:
The widespread attention to social networking sites such as FACEBOOK or TWITTER reflects the growing awareness in the business community to the fact that people relate much in their decision making on information they get from others, for example via word of mouth. Social network analysis helps us how social effects are created and the relevant business implications. The aim of this workshop is to expose students to the state of the art of the thinking on social effects (especially among customers) and the business implications (particularly from a marketing perspective). Towards that end we will examine different types of social networks, the spread of information and of new products in social networks, and new business models that aim to identify and influence the social effects among customers.
Executive Education - A Guided Tour in a Dynamic New World
Description:
This is a short workshop (1-8 hours, changing by specific class requirements) on free web based tools for marketing analytics (starting with Google Trends and advancing in complexity), also given as several guest lectures for Global MBA and MBA classes.