Barbara E. Kahn
Patty and Jay H. Baker Professor
Director, Jay H. Baker Retailing Center
Professor of Marketing
Research Interests: consumer choice, variety seeking, product assortments., brand management, retailing, brand loyalty, customization, decisions under uncertainty/ambiguity, customer relationship management, medical and financial services, price promotions
MKTG778 - Strategic Brand Management
Which brands make you happy? Apple? Starbucks? The Daily Show? Google? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a brand that makes consumers happy? well-loved brand? This course explores such questions with the goal of identifying the ingredients for building an inspired brand, where brand is defined as "a reputation" - departing from traditional perspectives of brand. The course is created for students interested in building their own brands and/or immersing themselves in the enhancement of an existing brand, and it is comprised of lectures, cases, guest speakers, discussions, in and out of class exercises, all of which culminate in a brand audit group project that students will present in the final class session. Broadly, the course will be divided into four parts: 1) Understanding Brand, 2) Crafting Brand, 3) Measuring Brand, and 4) Managing Brand. The course will provide students with an appreciation of the role of branding and (taking a consumer-centric approach) will augment students' ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands.
MKTG778751 ( Syllabus )
MKTG897 - Advanced Study: Luxury Branding and Retailing in Italy and Beyond
New retail brands and opportunities for growth are emerging at an unprecedented rate, for online retailers and offline retailers alike. In this course we will: (1) articulate key principles for successful branding and for understanding consumer shopping behavior in retail environments, (2) demonstrate unique challenges and opportunities that luxury brands face, and (3) discuss concepts and empirical methods for analyzing consumer shopping behavior.
MKTG897401 ( Syllabus )
MKTG968 - Advanced Topics in Marketing Research
This course is taught collectively by the faculty members from the Marketing Department. It is designed to expose advanced Ph.D. students (2nd year and up) to the cutting-edge research in marketing models in order to help them to define and advance their research interests (an equivalent course is also offered on behavior research). This course will offer: in-depth discussions on some important topics in marketing by experts in respective areas; tools, and methodologies required for conducting research in those areas; broad exposure to our faculty members and their proven research styles.
MKTG969 - Advanced Topics in Consumer Behavior
The purpose of this course is to investigate advanced topics in consumer behavior. This class will be organized in a way that allows you to 1) gain depth in important areas of consumer behavior research identified by faculty; 2) gain exposure to various faculty in marketing and their research values and styles; and 3) develop and advance your own research interests.
MKTG999 - Supervised Independent Study
Requires written permission of instructor and the department graduate adviser.