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This course aims to equip students with practical AI and ML knowledge for solving real-world business problems. The main focus will be demystifying these technical concepts to help future product managers and entrepreneurs to better communicate with technical people on the team. We will start with introducing the vocabulary used in AI and ML, and then dive into some technical discussions on how to build these AI technologies to solve specific business problems. The topics covered range from recommender systems, multi-sided platforms, human-centered AI and generative AI, with technical discussions on multi-objective optimization, machine learning and reinforcement learning, and large language models (LLMs). There will also be guest lecturers from across the industry to provide additional insights and real-world examples. This course is recommended for MBA2 and MSx students who have already completed Data and Decisions, and MBA1s with a strong statistical background.

How large is the market for a product, what is important for the target segment? How does change in the product design affect profitability? This course aims to help students ask such business questions and find data-driven answers to them. The main objectives are to equip students with: 1) an understanding of the value of data - what intelligence it can and cannot provide, 2) exposure to state-of-the-art quantitative tools including conjoint analysis, and unsupervised machine learning techniques such as cluster analysis to analyze the data, and 3) sufficient hands-on experience with these tools for answering students' own business questions from the perspective of an entrepreneur, marketer or a consultant. The course is designed to address substantive product management and marketing problems such as: market segmentation, targeting, forecasting demand, pricing, and developing new products. We will use a mix of lectures, exercises, cases and a project to learn the material.

CxDesign offers an interactive course that immerses participants in the realm of Design Thinking, enabling them to better understand leading brands that create captivating and unforgettable customer experiences. Drawing insights from experimental social and cognitive psychology, we will explore the decision-making processes employed by industry frontrunners throughout the customer journey. Guided by real-world examples and discussions with industry experts, student teams will employ human-centered design methods to conceive and visualize their own innovative proposals, aimed at elevating brand interactions and fostering meaningful, lasting experiences. Together, we will unlock the secrets of crafting impactful customer experiences and elevate our approach to brand building.

Our focus is on the question, "When launching a product, what are the framing issues that will help determine success?" In particular, we will provide you with tools to analyze market situations and determine whether it makes sense to launch a product or engage in a marketing-related investment. The course is not designed to cover issues such as execution of a strategy (although we will touch on this a bit), but on whether to enter a market to begin with. Thus, the course is decision oriented; we want you to think about market entry decisions and how you would make them. The tools that you will be provided won't consist of equations; instead, we'll arm you with a set of questions to ask, whose answers will help you make better decisions.This course is an advanced applications marketing course. Unlike the base core course that is designed to cover every basic topic in marketing, here we focus on a number of basic questions and explore them in depth. Although we will have some lectures for background, the bulk of this endeavor will be accomplished through case discussions. In other words, we can't and won't cover everything, as this course is not designed to be comprehensive. We are going to rely on your academic background in marketing to cover the basics; here and there, it is possible that some material will be a review of what you've done before (there's nothing wrong with a little de ja vu). Unfortunately, due to the tight schedule we will not be able to cover any of the basics that are not already included in the course material.The course includes, cases, lectures, and guest lectures.

Marketing Theory and Practice aims to be an exciting marketing core class. This course is designed to immerse students in both the theoretical frameworks and practical applications of marketing, with the objectives of 1) introducing students to marketing strategy and the essential components of marketing analysis, 2) familiarizing students with the core functions of marketing: creating, delivering, capturing, and communicating value, and 3) providing a dynamic forum for students to practice and present their own marketing recommendations, while critically engaging with the ideas of others. This course will explore the evolution of marketing through classic and contemporary cases, both providing fundamental insights into the field, including the new role of Gen-AI, through a combination of lectures, class exercises, projects, and case discussions, all aimed at ensuring everyone's active participation in their marketing education. Throughout the class, student teams will develop their own business ideas, applying marketing concepts and tools discussed in class, and gathering feedback from their peers.

Contemporary approaches to marketing emphasize the importance of adopting a consumer focus, from determining consumers' wants and needs, understanding their motivation, to shaping their attitudes and ensuring their loyalty. This course provides insight into consumer psychology and the means by which consumer behavior can be influenced or altered. The course has both theoretical and practical objectives in that we will: (1) explore theory and research that is relevant to understanding consumer psychology, and (2) apply these theories and findings to generate novel ideas for effective marketing techniques. By shedding light on the psychological underpinnings of consumers' motivation, attitudes, preferences, and decision-making styles, this course will help students make more insightful and effective marketing decisions, as well as developing novel ideas for grabbing attention, shaping behavior, and changing people's minds.

This PhD seminar provides coverage of the major research carried out in consumer research both in marketing and psychology. A vast set of topics will be covered including attention, perception, emotion, attitude, motivation, and consumer decision processes. The course will help students hone their ability to conceptualize, operationalize, develop, and evaluate research ideas and will provide a grasp of what it takes to be a successful academic in the field of consumer behavior.

This course will introduce Ph.D. students to a variety of topics in Quantitative Marketing. Students will read and discuss papers every week as assigned by the instructors of the course. The aim of this course is to give students exposure to a diversity of topics, and the skills to critically examine papers in these areas.

This course is offered for students requiring specialized training in an area not covered by existing courses. To register, a student must obtain permission from the faculty member who is willing to supervise the reading.