Teaching Philosophy
Analogy | Innovation | Solutions
It often takes years for marketing personnel in the corporate world to practice the robust and rigorously tested theory in which marketing scholars dedicate their lives. As researchers, we have the unique opportunity to help facilitate the acceleration of marketing theory being put into practice by immersing our students in break-through marketing science. This in turn allows our students to be distinct; Rather than simply teaching students to be good at their field, as researchers, we give them tools to disrupt the marketing industry.
Through this lens, I attempt to teach my students theory derived from consumer behavior through example. To facilitate the learning of key concepts I challenge my students to exemplify these core ideas in case studies and peer to peer discussions. This dual approach of concept learning and application through analogy allows students to not only learn content that will set them apart from other students, but also how and when to apply this new found industry equity.
Courses
Experiential Learning
The Experiential Learning course is a cornerstone of Vanderbilt's Master of Marketing program, blending academic rigor with practical application. This course fosters a deep understanding of marketing principles through real-world experiences such as internships and entrepreneurial projects. Designed to enhance employability and industry insight, this course offers students a unique opportunity to apply classroom learning to dynamic business environments, preparing them for a successful career in marketing with a solid foundation of theoretical knowledge and practical skills.
** Highest rated Professor at the Owen Graduate School of Business-Vanderbilt University (Mod I, 2023).
Consumer Behavior
Consumer behavior is a course designed to help students explore the mind of the consumer. With a focus on how consumers process information and their emotions, this course seeks to push students to consider the mind of the consumer when engaging in marketing activities. The curriculum explores the psychological, social, and cultural influences on purchasing decisions, highlighting the complexity of consumer choice and behavior. Furthermore, students learn the importance of understanding consumer attitudes and behaviors, and how these can be influenced by effective marketing strategies. Through a blend of theory (lectures) and practice (case studies), students learn to analyze and predict consumer behavior, equipping them with the tools necessary to craft compelling marketing campaigns that resonate with target audiences. Ultimately, this course aims to cultivate a deep understanding of the consumer's decision-making process, an essential skill for any aspiring marketer.
** Highest rated Professor at the Carl H. Lindner College of Business-University of Cincinnati (Summer, 2021).
Market Research
Marketing Research is a course crafted to provide students with a deep understanding of market research's pivotal role in managerial decision-making. This course explores the methodology behind crafting research questions, setting clear objectives, and conducting extensive empirical, secondary, and qualitative research, along with the expertise in survey development. The course emphasizes the nuances of sampling techniques, survey distribution, and the critical task of data analysis. A significant focus is placed on the effective communication of research findings, a skill indispensable in the professional world. Integrating theoretical knowledge with practical exercises, this course prepares students to undertake and manage their own detailed market research projects. It enables them to critically assess and apply various research methodologies and to understand the complexity of deriving and communicating insights from data, which are indispensable skills in the contemporary, data-centric business world.
Introduction to Marketing
Introduction to Marketing is a comprehensive course designed to provide students with a foundational understanding of marketing principles. This course encompasses a wide range of essential topics, including strategic marketing planning, market and customer analysis, product development, pricing strategies, distribution, and promotion. The primary objective of this course is to equip students with the conceptual and practical skills necessary for further studies in business and marketing. The course thoroughly explores how marketing concepts apply in diverse business scenarios, scrutinizing the effects of social, political, legal, economic, and cultural elements on marketing practices. Key areas of focus include segmentation, targeting, positioning, and understanding the social and psychological forces that influence consumer behavior. The importance of ethics in marketing and business is also a significant aspect of the course. Through diverse instructional methods, including readings, lectures, and interactive discussions, students are encouraged to critically assess marketing's role in the economy and in their personal and professional lives.