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Marketing
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general
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3ef40eb9b0494b71b792f5ed50aaacf8
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https://business.rice.edu/faculty-research/research/marketing
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https://business.rice.edu/
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Marketing

Source: https://business.rice.edu/faculty-research/research/marketing Parent: https://business.rice.edu/

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About Our Marketing Faculty and Research

In every industry, whether the end-consumer is an individual or a business, the successful company is one which does its marketing well.

Faculty

Recent Publications

In recent years, Rice Business has gained international prominence through its innovative programs taught by world-class faculty that bring their groundbreaking research and unique experience to the classroom. This vibrancy is highlighted by the work of the marketing faculty group.

Marketing is the well-spring of all business activities that support happy and fulfilled consumers. It is the business discipline that shapes successful strategy, by taking an empathetic perspective of customers, and distinguishing a company’s products and services from others.

Here at Rice Business, our marketing faculty group embraces the multi-disciplinary, quick changing, “part-quantitative analysis, part-creative art” nature of marketing.

We conduct impactful award-winning research that is published in the most prestigious marketing journals such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science and Management Science. Our research is also extensively covered by many major media outlets.

In the classroom, we deliver rigorous, state-of-the-art courses that combine the latest developments in marketing practice with the theoretical grounding that is necessary to make considered and successful decisions.

Together, we are truly dedicated to advancing marketing thought and practice, and training a new generation of marketing leaders.

On this website, you will find information about each of our faculty members including their biographies and current research projects, descriptions of courses, information about events such as our annual Marketing Symposium and Research Camp, and details regarding the various programs offered here at Rice.

I invite you to read on and learn about marketing at Rice.

Ajay Kalra\ Herbert S. Autrey Professor of Marketing

From Arun Gopalakrishnan, Assistant Professor of Marketing

Linear loyalty programs (e.g., buy 10, get one free) are popular in practice despite limited empirical evidence demonstrating their efficacy. The main challenge in studying these programs is that customers opt-in to them, making it hard to figure out if outcomes are driven by the kind of customers who join the program or by the program itself.

Using a unique data set and advanced econometric methods, we find that a linear loyalty program reduced the likelihood of customers leaving the firm, while having little to no impact on frequency of visits or monetary spend.

Overall, we found that customer value increased by 30% over a five year horizon due to the loyalty program.

Sample Marketing Electives

Below are some of the marketing courses.

This course will introduce students to AI and machine learning tools to draw managerial insights from data. Through this course, students will learn about methods such as classification trees and neural networks, and apply these methods across business applications settings such as marketing, finance, healthcare and other business areas. - MGMT 680 - Customer Lifetime Value

Customer Lifetime Value (CLV) is a metric of burgeoning interest for firms, venture capitalists, financial analysts, and marketers. In this course, students learn how to build powerful and predictive data-driven CLV models. Topics covered include valuing firm equity using customer data, using RFM segmentation for direct marketing, customer acquisition and retention, and measuring the impact of a loyalty program. - MGMT 681 - Managing Customer Perceptions

This course is designed to offer you an overview of the major principles of persuasion. The emphasis will be on developing a marketing communications approach that will fit into a firms’ marketing program. The course will cover how to set effective communication objectives, decide what to communicate and how to develop a message execution approach. - MGMT 682 - Pricing Strategies

Study of the paradigm that success of a product lies not only in its acceptance by the end consumer but also in how it is priced and how it reaches the intended consumer, with emphasis on understanding and analyzing the issues, problems, and opportunities characteristic of the channel relationship and of the various faces of pricing. - MGMT 683 - Introduction to Brand Strategy

Introduction to Brand Strategy is designed to introduce students to core branding concepts through case analysis (done out of class) and branding exercises completed in class within brand teams including: brand audit, brand positioning, brand platform. Brand strategy elements to be introduced include: choice between branded house vs house of brands; sponsored and endorsed brands; brand architecture and brand portfolio; brand equity. - MGMT 686 - Introduction to Marketing Research

Students will learn the most common methods managers use to gain insight about customers and markets as well as the objectives/advantages/disadvantages associated with different research designs such as qualitative methods, surveys and experiments. Students will not learn specific analytic methods but rather how to design studies to yield valid results. - MGMT 687 - Marketing Analytics

Marketing is evolving from an art to a science as data is now the key source of decision making. This course will teach you how to use analytics and data to address decisions by marketing managers, with emphasis on pricing and promotion decisions.

A key part of the class is understanding how different types of data can—or can’t—be used to answer managerial questions, as well as how better planning can both simplify the analytics and increase your confidence in the findings.

The course is organized around a hierarchy of topics. We begin with understanding pricing and promoting to an individual customer. This analysis provides the foundation as we move to more aggregate decisions, such as setting regular and promoted prices at the product level, managing category pricing, and store analytics

This class is designed to be very practical and hands-on. Most of the data we analyze is from real-world managerial problems, through collaborations with leading retailers and consulting firms who have brought problem-driven challenges to the classroom. Working knowledge of statistics (e.g., t-test and regression analysis) is required.

You will learn and use R for data analysis, and no prior experience with R is necessary. The goal is not to train students to become experts in statistics or computer science; rather, students will learn to become a bridge between data scientists and managers. - MGMT 688 - Buyer Behavior

Drawing on established theoretical frameworks of cognitive and social psychology, this course examines three aspects of consumer behavior: (1) individual, social and cultural influences on consumers, (2) psychological mechanisms of pre- and post-consumption processes such as decision-making and attitude formation and change, and (3) methodological issues in consumer analysis. Implications for strategy as well as marketing program design, measurement and execution are discussed.

These topics will be studied through discussion of academic articles, cases and projects. - MGMT 692 - Customer-Focused Strategy for Healthcare

The course is designed to teach the concepts of customer-focused strategy in a healthcare context. The course should be useful to middle/upper-level administrators, physicians, and other professionals in the healthcare sector and includes: (1) Marketing strategy and implementation in healthcare and (2) Understanding client needs and monitoring metrics. - MGMT 693 - New Product Development and Management

Introduction of new products to the market is a task of marketing executives whether in a startup or a large company, selling products or services, and for both B2C and B2B. Notably, 90% of new products fail. With this in mind, students learn the process, methodologies, and techniques of successful new product management.

We focus on the product management process: (1) opportunity identification, (2) idea generation, (3) design, (4) test, (5) launch and analyze. The approach to each step is based on state-of-the-art frameworks, concepts, and tools that have been validated by innovative companies.

Through lectures, case analysis, class discussions, in-class exercises, and a project, we address the challenge of bringing to market elegant and efficient solutions to meet strong customer needs. - MGMT 694 - Intercultural Marketing

The course teaches the building blocks of intercultural marketing, introducing frameworks for understanding the impact of cultural conditioning on international marketing strategy. It aims to help the students deepen their understanding of cultural influence, improve their intercultural marketing competencies, and increase their ability to deal with unpredictable and often ambiguous marketing contexts resulting from globalization. - MGMT 707 - Advanced Marketing Research

Students focus on conjoint analysis, a state-of-the-art method for discovering consumer preferences. This framework enables a quantitative approach to new product design that encompasses analysis of market share, segmentation, targeting, and positioning. In this project-based course, student teams design a set of new product concepts using conjoint analysis, analyze related survey data, and present a data-driven strategic marketing plan for their chosen concept. - MGMT 709 - Data-Driven Marketing

Introduction to key data-driven marketing concepts and both qualitative and quantitative tools that underly marketing strategy and tactics - including product, price, promotions, and place (4P's). - MGMT 769 - AI for Customer Analytics

This course will introduce students to AI and machine learning tools to draw managerial insights from data. Through this course, students will learn about methods such as classification trees and neural networks, and apply these methods across business applications settings such as marketing, finance, healthcare and other business areas. - MGMT 771 - Digital Marketing

Course provides an introduction to digital marketing and examines ways it should be implemented. In addition to learning fundamental constructs and principles, students will focus on tools and skills needed for setting goals, implementing campaigns, and measuring success. Guest speakers and in-class exercises are used to provide insights and relevancy to this swiftly expanding area of marketing. - MGMT 778 - Customer Experience Management

This course examines the key issues in managing customer experience in customer-focused service organizations. Its learning objectives are to understand the customer decision journey framework, diagnose and solve problems with journey mapping, design a transformative customer experience, measure experience, and manage unforeseen mishaps and setbacks. - MGMT 792 - Principles of Survey Design

This course will teach students principles of survey design to prepare them to conduct surveys during and after business school. The course will cover articulating clear research objectives, defining the appropriate audiences to survey, determining the best methodology, and writing an actionable survey.

Recent Publications

20222021

2022 Publications

2021 Publications

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Faculty research applied in the classroom.

Credit & Lending | Marketing

How Shopping Data Could Reshape the Credit Score System

Everyday retail purchases can help banks identify trustworthy borrowers who lack traditional credit histories, expanding access to credit for millions of unbanked people worldwide.

Customer Satisfaction | Marketing

Your Politics Could Be the Reason You Love (or Hate) Your Latest Purchase

Research shows that conservatives are generally more satisfied with their purchases than liberals. But why?

Education | Marketing

HISD’s Bond Failure

Organizations cannot succeed by rebuking their customers.

See All

Full-Time Faculty

Piyush Anand

Assistant Professor of Marketing

Sharad Borle

Associate Professor of Marketing

Jaeyeon (Jae) Chung

William S. Mackey Jr. Distinguished Assistant Professor

Utpal Dholakia

George R. Brown Professor of Marketing

Arun Gopalakrishnan

Assistant Professor of Marketing

Ajay Kalra

Herbert S. Autrey Professor of Marketing\ Marketing Area Coordinator

Jung Youn Lee

Assistant Professor of Marketing

Vikas Mittal

Faculty Director, Center for Customer Based Execution & Strategy\ J. Hugh Liedtke Professor of Marketing

Constance Elise Porter

Senior Associate Dean for Belonging and Engagement\ Associate Clinical Professor of Marketing

Emily Prinsloo

Assistant Professor of Marketing

Eleanor Putnam-Farr

Assistant Professor of Marketing

Weiqing Zhang

Assistant Professor of Marketing

Part-Time Faculty

Mary Bourne-Marth

Lecturer in Operations Management

Kathleen Harrington Clark

Chief Marketing Officer and Assistant Dean of Marketing and Communications\ Lecturer in Marketing

Lindsay Cosimano

Lecturer in Marketing

Chris Ferris

Lecturer in Marketing

John Franklin

Lecturer in Marketing

Jonathan Hall

Lecturer in Marketing

Laura Roehl

Lecturer in Marketing

Emma Zohner

Lecturer in Management

Emeriti Faculty

Richard R. Batsell

Associate Professor Emeritus of Marketing

Robert A. Westbrook

William Alexander Kirkland Professor Emeritus of Marketing

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