The K.P. Chao Professor
Professor of Marketing, Statistics, and Education
Vice Dean and Director, Wharton Doctoral Programs
Co-Director - Wharton Customer Analytics Initiative
Chairperson, Wharton Marketing Department
Research Interests: bayesian computation, latent variable models, marketing research methods, missing data problems, psychometrics
MKTG611 - Marketing Management
This course addresses how to design and implement the best combination of marketing efforts to carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the student's (1) understanding of how the firm can benefit by creating and delivering value to its customers, and stakeholders, and (2) skills in applying the analytical concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution, and promotion. The course uses lectures and case discussions, case write-ups, student presentations, and a comprehensive final examination to achieve these objectives.
MKTG611009 ( Syllabus )
MKTG611011 ( Syllabus )
MKTG611013 ( Syllabus )
MKTG611015 ( Syllabus )
MKTG899 - Independent Study
A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.
MKTG995 - Dissertation