Ron Berman

Ron Berman
  • Assistant Professor of Marketing

Contact Information

  • office Address:

    746 Jon M. Huntsman Hall
    730 Walnut Street
    University of Pennsylvania
    Philadelphia, PA 19104

Research Interests: online marketing, marketing analytics, advertising effectiveness, startups and entrepreneurship, game theory, industrial organization

Links: Personal Website, CV, Twitter: @marketsensei

Overview

Ron Berman is an assistant professor of marketing at the Wharton School. He focuses his research on online marketing, marketing analytics and the marketing actions of startup firms. His recent research looks at how firms measure and assess marketing effectiveness through experiments and how curation algorithms may create filter-bubbles on social media.
Ron’s previous experience includes working on Internet and Media investments as a venture capitalist at Carmel Ventures, and developing software for the IDF.
Ron holds a PhD and MSc in Business Administration (Marketing) from the University of California, Berkeley, an MBA and MSc in Computer Science from Tel-Aviv University, and a BSc in Computer Science, Physics and Mathematics from the Hebrew University in Jerusalem.
More information is available at Ron’s personal page: www.ron-berman.com
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Research

Links to my research and publications can be found on my personal website www.ron-berman.com.

Teaching

Past Courses

  • MKTG227 - MKTG AND ELECTRONIC COMM

    The effect of the Internet and related technologies on business and social institutions is more profound than that of any prior invention, including the printing press and the internal combustion engine. Furthermore, marketing is critical to the success of firms that will shape the consumption-led economies that are fueled by these technologies. MKTG 227 provides a research-based and framework-driven approach to succeeding in this environment, through a rigorous approach to understanding digital marketing and electronic commerce. The course is organized into two sections and utilizes relevant theory, empirical analysis, and practical examples, to develop the key learning points.Guest speakers will participate as well, as appropriate.

  • MKTG270 - DGTL SOCIAL & E-COM MKTG

    MKTG 270 explores the digital marketing environment from both a consumer and business perspective. The course provides an overview of various online business models and delves into digital advertising and social media marketing techniques and technologies. A mixture of case studies, guest speakers and assignments, including one that uses real advertising data, translates theory into practice. It is recommended that students enrolling in the course be comfortable using Excel and are knowledgeable in applying regression analysis techniques. Students who would prefer a less technical course may wish to take MKTG 227, Digital Marketing and Electronic Commerce, a half cu course offered by the department.

  • MKTG727 - MKTG AND ELECTRONIC COMM

    The effect of the Internet and related technologies on business and social institutions is more profound than that of any prior invention, including the printing press and the internal combustion engine. Furthermore, marketing plays a key role in shaping the modern consumption-led economies fueled by these technologies. MKTG 727 provides a research-based and framework-driven approach to understanding digital marketing and electronic commerce. The course is organized into two sections and utilizes relevant theory, empirical analysis, and practical examples, to develop the key learning points.Guest speakers will participate as well, as appropriate.

  • MKTG770 - DGTL SOCIAL & E-COM MKTG

    MKTG 770 explores the digital marketing environment from both a consumer and business perspective. The course provides an overview of various online business models and delves into digital advertising and social media marketing techniques and technologies. A mixture of case studies, guest speakers and assignments, including one that uses real advertising data, translates theory into practice. It is recommended that students enrolling in the course be comfortable using Excel and are knowledgeable in applying regression analysis techniques. Students who would prefer a less technical course may wish to take MKTG 727, Digital Marketing and Electronic Commerce, a half cu course offered by the department.

  • MKTG955 - ECON/OR MODELS IN MKTG B

    This is a continuation of MKTG 954. This doctoral seminar reviews analytical models relevant to improving various aspects of marketing decisions such as new product launch, product line design, pricing strategy, advertising decisions, sales force organization and compensation, distribution channel design and promotion decisions. The primary focus will be on analytical models. The seminar will introduce the students to various types of analytical models used in research in marketing, including game theory models for competitive analysis, agency theory models for improving organization design and incentives within organizations, and optimization methods to improve decision making and resource allocation. The course will enable students to become familiar with applications of these techniques in the marketing literature and prepare the students to apply these and other analytical approaches to research problems that are of interest to the students.

  • MKTG972 - ADV TOPICS MKTG PART B

    Taught collectively by the faculty members from the Marketing Department, this course investigates advanced topics in marketing. It is organized in a way that allows students to 1) gain depth in important areas of research identified by faculty; 2) gain exposure to various faculty in marketing and their research values and styles; and 3) develop and advance their own research interests.

  • MKTG973 - RESEARCH SEM MKTG PART A

    This course is taught collectively by the faculty members from the Marketing Department. It is designed to expose Doctoral students to the cutting-edge research in marketing models in order to help them to define and advance their research interests. 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.

Awards and Honors

  • Frank M. Bass Dissertation Paper Award, 2014
  • ISMS Doctoral Dissertation Proposal Competition, 2014

In the News

Activity

In the News

How Can Social Media Firms Tackle Hate Speech?

Social media companies want to create a “safe” environment for users, and yet they would like to be seen as upholding the American value of free speech. When it comes to hate speech, what should they do?

Knowledge @ Wharton - 2018/09/22
All News

Awards and Honors

Frank M. Bass Dissertation Paper Award 2014
All Awards