Pinar Yildirim

Pinar Yildirim
  • Assistant Professor of Marketing

Contact Information

  • office Address:

    748 Jon M. Huntsman Hall
    3730 Walnut Street
    University of Pennsylvania
    Philadelphia, PA 19104-6304

Research Interests: advertising, industrial organization, media, news media, open innovation, political economy, privacy, social media, social networks, two-sided matching

Links: Personal Website, SSRN Page, Google Scholar

Overview

My Wharton page is updated very infrequently. For up to date information about my research please visit here.

 

Pinar Yildirim is Assistant Professor of Marketing at the Wharton School and Senior Fellow at the Leonard Davis Institute at the University of Pennsylvania.

Pinar’s research areas are technology, media and information economics. She focuses on applied theory and applied economics of online platforms, advertising, networks, media, and politics. Her research appeared in top management and marketing journals including Marketing Science, Journal of Marketing Research, Management Science, and Journal of Marketing. She has received numerous grants and honors from institutions like the NET Institute, Royal Economic Society, Marketing Science Institute Young Scholar Award, Seenu Srinivasan Young Scholar Award in Quantitative Methodology and the Erin Anderson Award for Emerging Mentor and Scholar. Her research has been covered by numerous media outlets such as NPR, Forbes, Politico, Vox, San Francisco Chronicle. She is on the Editorial Board of Marketing Science and Journal of Marketing Research, leading academic journals of marketing.

Pinar collaborates with a number of large and small firms for her research. She holds a PhD degree in Marketing and Business Economics and another PhD degree in Industrial Engineering, both from the University of Pittsburgh.

She is teaching within the Wharton Executive Education, MBA, and undergraduate programs and is a frequent contributor for Knowledge@Wharton and Wharton Business Radio.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 




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Research

For up to date information on my research please visit www.pinaryildirim.com

Teaching

Professor Yildirim teaches Marketing Research in the Wharton Undergraduate and Graduate Program.

Past Courses

  • MKTG212 - DATA & ANLZ FOR MKTG DEC

    This course introduces students to the fundamentals of data-driven marketing, including topics from marketing research and analytics. It examines the many different sources of data available to marketers, including data from customer transactions, surveys, pricing, advertising, and A/B testing, and how to use those data to guide decision-making. Through real-world applications from various industries, including hands-on analyses using modern data analysis tools, students will learn how to formulate marketing problems as testable hypotheses, systematically gather data, and apply statistical tools to yield actionable marketing insights.

  • MKTG247 - MKTG STRGY TECH PLATFORM

    This course focuses on the unique aspects of creating effective marketing and management strategies for technology-intensive on-line and off-line businesses. It addresses the effective competitive marketing strategies for winning in markets which are powered by technology: specifically, how firms create value for customers and how they can integrate technology in delivering a better consumer experience. While competitive marketing strategy is important for all managers, this course will be particularly useful to students who are planning to accept a position in leading technology companies, and marketing firms in which technology is likely to play an important role. In addition, the course will provide value to those who expect to work in consulting or investing in technology industries, and must analyze firm strategies. Must be Sophomore standing.

  • MKTG277 - MARKETING STRATEGY

    This course views marketing as both a general management responsibility and an orientation of an organization that helps one to create, capture and sustain customer value. The focus is on the business unit and its network of channels, customer relationships, and alliances. Specifically, the course attempts to help develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level.

  • MKTG712 - DATA & ANLZ FOR MKTG DEC

    This course introduces students to the fundamentals of data-driven marketing, including topics from marketing research and analytics. It examines the many different sources of data available to marketers, including data from customer transactions, surveys, pricing, advertising, and A/B testing, and how to use those data to guide decision-making. Through real-world applications from various industries, including hands-on analyses using modern data analysis tools, students will learn how to formulate marketing problems as testable hypotheses, systematically gather data, and apply statistical tools to yield actionable marketing insights.

  • MKTG747 - MKTG STRGY TECH PLATFORM

    This course focuses on the unique aspects of creating effective marketing and management strategies for technology-intensive on-line and off-line businesses. It addresses the effective competitive marketing strategies for winning in markets which are powered by technology: specifically, how firms create value for customers and how they can integrate technology in delivering a better consumer experience. While competitive marketing strategy is important for all managers, this course will be particularly useful to students who are planning to accept a position in leading technology companies, and marketing firms in which technology is likely to play an important role. In addition, the course will provide value to those who expect to work in consulting or investing in technology industries, and must analyze firm strategies.

  • MKTG777 - MARKETING STRATEGY

    This course views marketing as both a general management responsibility and an orientation of an organization that helps one to create, capture and sustain customer value. The focus is on the business unit and its network of channels, customer relationships, and alliances. Specifically, the course attempts to help develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level.

  • 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

  • MKTG999 - INDEPENDENT STUDY

    Requires written permission of instructor and the department graduate adviser.

Awards and Honors

  • Erin Anderson Award, 2020
  • MSI Young Scholar, 2016
  • Mack Institute Research Grant, 2014
  • Dean’s Research Grant, 2014
  • Zicklin Center Research Support, 2014
  • ISMS Doctoral Consortium – Faculty Fellow, 2013
  • Wharton- Dean’s Research Fund Recipient, 2013
  • Wharton Mack Center Research Funding Support, 2013
  • Wharton Public Policy Initiative Summer Research Program Grant, 2013
  • Beta Gamma Sigma Honor Society, 2012
  • Wharton Customer Analytics Initiative, American Red Cross Grant, 2012
  • INFORMS Future Academician Colloquium Fellow, 2008 Description

     

     
     
  • AMA-Sheth Foundation Doctoral Consortium Fellow, 2008 Description

     

     
     
  • University of Pittsburgh Honoree, 2008 Description

     

     
     

In the News

Knowledge @ Wharton

Activity

Latest Research

Pinar Yildirim (2020), Social Network Design for Inducing Effort, Quantitative Marketing and Economics.
All Research

In the News

How Social Media Is Shaping Political Campaigns

Political newcomers can leverage social media to raise money and gain recognition, which could help them compete against incumbents, according to new research co-authored by Wharton’s Pinar Yildirim.

Knowledge @ Wharton - 2020/08/17
All News

Awards and Honors

Erin Anderson Award 2020
All Awards