Harald Van Heerde

S.H.A.R.P Research Professor of Marketing
Professor

Harald van Heerde (Ph.D., University of Groningen, the Netherlands) is S.H.A.R.P. Research Professor of Marketing at the University of New South Wales, Sydney.  Harald specializes in econometric models to improve marketing decision making. His wide-ranging research interests include measuring the sales effects of the marketing mix, new media, loyalty programs, strategies to build brands and brand equity, electronic word of mouth, retailing, attribution modeling, customer acquisition, entertainment marketing and the role of PR and publicity.

 

Van Heerde is ranked in the top 10 of marketing scholars worldwide based on the volume of his publications in the leading marketing journals such as the Journal of Marketing (JM), the Journal of Marketing Research (JMR) and Marketing Science. Van Heerde is the recipient of eight paper awards: the MSI / H. Paul Root Award (JM), the William O'Dell Award for Long-term Impact (JMR), the Paul Green Best Paper Award (JMR), 2 x Informs Society of Marketing Science Long-term Impact Award, the Jan-Benedict Steenkamp Long-term Impact Award of IJRM and 2 x IJRM Best Paper Award. His papers were best paper award finalists at the premier journals on eighteen more occasions.

 

Van Heerde currently serves as an Editor of the Journal of Marketing. Van Heerde has served as an Associate Editor at the Journal of Marketing Research, at Marketing Science and IJRM.

Van Heerde has attracted over $2 million in research grants from the Australian Research Council, the Netherlands Organization for Scientific Research, the New Zealand Royal Society Marsden Fund, and the Marketing Science Institute. Van Heerde has consulted for leading corporations such as Unilever (the Netherlands), Edeka (Germany) and AZTEC (Australia). He is also an Extramural Fellow at Tilburg University, (the Netherlands).

 

Journal articles
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van Heerde HJ; Moorman C; Moreau CP; Palmatier RW, 2021, 'Reality Check: Infusing Ecological Value into Academic Marketing Research', Journal of Marketing, vol. 85, pp. 1 - 13, http://dx.doi.org/10.1177/0022242921992383
2021
Heitmann M; Landwehr JR; Schreiner TF; van Heerde HJ, 2020, 'Leveraging Brand Equity for Effective Visual Product Design', Journal of Marketing Research, vol. 57, pp. 257 - 277, http://dx.doi.org/10.1177/0022243720904004
2020
Moorman C; van Heerde HJ; Moreau CP; Palmatier RW, 2019, 'Challenging the Boundaries of Marketing', Journal of Marketing, vol. 83, pp. 1 - 4, http://dx.doi.org/10.1177/0022242919867086
2019
van Heerde HJ; Dinner IM; Neslin SA, 2019, 'Engaging the unengaged customer: The value of a retailer mobile app', International Journal of Research in Marketing, vol. 36, pp. 420 - 438, http://dx.doi.org/10.1016/j.ijresmar.2019.03.003
2019
Moorman C; van Heerde HJ; Moreau CP; Palmatier RW, 2019, 'JM as a Marketplace of Ideas', Journal of Marketing, vol. 83, pp. 1 - 7, http://dx.doi.org/10.1177/0022242918818404
2019
Danaher PJ; van Heerde HJ, 2018, 'Delusion in Attribution: Caveats in Using Attribution for Multimedia Budget Allocation', Journal of Marketing Research, http://dx.doi.org/10.1509/jmr.16.0112
2018
Danaher PJ; van Heerde HJ, 2018, 'Delusion in Attribution: Caveats in Using Attribution for Multimedia Budget Allocation', Journal of Marketing Research, vol. 55, pp. 667 - 685, http://dx.doi.org/10.1177/0022243718802845
2018
Wetzel HA; Hattula S; Hammerschmidt M; van Heerde HJ, 2018, 'Building and leveraging sports brands: evidence from 50 years of German professional soccer', Journal of the Academy of Marketing Science, vol. 46, pp. 591 - 611, http://dx.doi.org/10.1007/s11747-018-0580-y
2018
Cleeren K; Dekimpe MG; van Heerde HJ, 2017, 'Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research', Journal of the Academy of Marketing Science, vol. 45, pp. 593 - 615, http://dx.doi.org/10.1007/s11747-017-0558-1
2017
Papies D; Van Heerde HJ, 2017, 'The dynamic interplay between recorded music and live concerts: The role of piracy, unbundling, and artist characteristics', Journal of Marketing, vol. 81, pp. 67 - 87, http://dx.doi.org/10.1509/jm.14.0473
2017
Peers Y; van Heerde HJ; Dekimpe MG, 2017, 'Marketing budget allocation across countries: The role of international business cycles', Marketing Science, vol. 36, pp. 792 - 809, http://dx.doi.org/10.1287/mksc.2017.1046
2017
Datta H; Ailawadi KL; Van Heerde HJ, 2017, 'How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?', Journal of Marketing, vol. 81, pp. 1 - 20, http://dx.doi.org/10.1509/jm.15.0340
2017
Dekimpe MG; Peers Y; van Heerde HJ, 2016, 'The Impact of the Business Cycle on Service Providers: Insights From International Tourism', Journal of Service Research, vol. 19, pp. 22 - 38, http://dx.doi.org/10.1177/1094670515604846
2016
Hewett K; Rand W; Rust RT; Van Heerde HJ, 2016, 'Brand buzz in the echoverse', Journal of Marketing, vol. 80, pp. 1 - 24, http://dx.doi.org/10.1509/jm.15.0033
2016
Nishio T; Larke R; van Heerde H; Melnyk V, 2016, 'Analysing the motivations of Japanese international sports-fan tourists', European Sport Management Quarterly, vol. 16, pp. 487 - 501, http://dx.doi.org/10.1080/16184742.2016.1188838
2016
Rooderkerk RP; Van Heerde HJ, 2016, 'Robust optimization of the 0-1 knapsack problem: Balancing risk and return in assortment optimization', European Journal of Operational Research, vol. 250, pp. 842 - 854, http://dx.doi.org/10.1016/j.ejor.2015.10.014
2016
Burmester AB; Becker JU; van Heerde HJ; Clement M, 2015, 'The impact of pre- and post-launch publicity and advertising on new product sales', International Journal of Research in Marketing, vol. 32, pp. 408 - 417, http://dx.doi.org/10.1016/j.ijresmar.2015.05.005
2015
Van Heerde HJ; Gijsbrechts E; Pauwels K, 2015, 'Fanning the flames? How media coverage of a price war affects retailers, consumers, and investors', Journal of Marketing Research, vol. 52, pp. 674 - 693, http://dx.doi.org/10.1509/jmr.13.0260
2015
Datta H; Foubert B; Van Heerde HJ, 2015, 'The challenge of retaining customers acquired with free trials', Journal of Marketing Research, vol. 52, pp. 217 - 234, http://dx.doi.org/10.1509/jmr.12.0160
2015
Dinner IM; Van Heerde HJ; Neslin SA, 2014, 'Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising', Journal of Marketing Research, vol. 51, pp. 527 - 545, http://dx.doi.org/10.1509/jmr.11.0466
2014
Dinner IM; Van Heerde HJ; Neslin SA, 2013, 'Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising', Journal of Marketing Research, vol. 50, pp. 527 - 545, http://dx.doi.org/10.1177/002224371305000507
2013
Cleeren K; Van Heerde HJ; Dekimpe MG, 2013, 'Rising from the ashes: How brands and categories can overcome product-harm crises', Journal of Marketing, vol. 77, pp. 58 - 77, http://dx.doi.org/10.1509/jm.10.0414
2013
Van Heerde HJ; Gijsenberg MJ; Dekimpe MG; Steenkamp JBEM, 2013, 'Price and advertising effectiveness over the business cycle', Journal of Marketing Research, vol. 50, pp. 177 - 193, http://dx.doi.org/10.1509/jmr.10.0414
2013
Rooderkerk RP; van Heerde HJ; Bijmolt THA, 2013, 'Optimizing retail assortments', Marketing Science, vol. 32, pp. 699 - 715, http://dx.doi.org/10.1287/mksc.2013.0800
2013
van Heerde HJ; Srinivasan S; Dekimpe MG, 2012, 'Sibling Rivalry: Estimating Cannibalization Rates for Innovations', GfK Marketing Intelligence Review, vol. 4, pp. 32 - 41, http://dx.doi.org/10.2478/gfkmir-2014-0033
2012
Ebbes P; Papies D; van Heerde HJ, 2011, 'The sense and non-sense of holdout sample validation in the presence of endogeneity', Marketing Science, vol. 30, pp. 1115 - 1122, http://dx.doi.org/10.1287/mksc.1110.0666
2011
Rooderkerk RP; Van Heerde HJ; Bijmolt THA, 2011, 'Incorporating context effects into a choice model', Journal of Marketing Research, vol. 48, pp. 767 - 780, http://dx.doi.org/10.1509/jmkr.48.4.767
2011
van Oest RD; van Heerde HJ; Dekimpe MG, 2010, 'Return on roller coasters: A model to guide investments in theme park attractions', Marketing Science, vol. 29, pp. 721 - 737, http://dx.doi.org/10.1287/mksc.1090.0553
2010
van Heerde HJ; Srinivasan S; Dekimpe MG, 2010, 'Estimating cannibalization rates for pioneering innovations', Marketing Science, vol. 29, pp. 1024 - 1039, http://dx.doi.org/10.1287/mksc.1100.0575
2010
Ataman MB; Van Heerde HJ; Mela CF, 2010, 'The long-term effect of marketing strategy on brand sales', Journal of Marketing Research, vol. 47, pp. 866 - 882, http://dx.doi.org/10.1509/jmkr.47.5.866
2010
Steenkamp JBEM; Van Heerde HJ; Geyskens I, 2010, 'What makes consumers willing to pay a price premium for national brands over private labels?', Journal of Marketing Research, vol. 47, pp. 1011 - 1024, http://dx.doi.org/10.1509/jmkr.47.6.1011
2010
Leeflang PSH; Bijmolt THA; van Doorn J; Hanssens DM; van Heerde HJ; Verhoef PC; Wieringa JE, 2009, 'Creating lift versus building the base: Current trends in marketing dynamics', International Journal of Research in Marketing, vol. 26, pp. 13 - 20, http://dx.doi.org/10.1016/j.ijresmar.2008.06.006
2009
Neslin SA; Van Heerde HJ, 2009, 'Promotion dynamics', Foundations and Trends in Marketing, vol. 3, pp. 177 - 268, http://dx.doi.org/10.1561/1700000010
2009
Van Heerde HJ; Gijsbrechts E; Pauwels K, 2008, 'Winners and losers in a major price war', Journal of Marketing Research, vol. 45, pp. 499 - 518, http://dx.doi.org/10.1509/jmkr.45.5.499
2008
Ataman MB; Mela CF; Van Heerde HJ, 2008, 'Building brands', Marketing Science, vol. 27, pp. 1036 - 1054, http://dx.doi.org/10.1287/mksc.1080.0358
2008
Van Heerde H; Helsen K; Dekimpe MG, 2007, 'The impact of a product-harm crisis on marketing effectiveness', Marketing Science, vol. 26, pp. 230 - 245, http://dx.doi.org/10.1287/mksc.1060.0227
2007
Leenheer J; van Heerde HJ; Bijmolt THA; Smidts A, 2007, 'Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members', International Journal of Research in Marketing, vol. 24, pp. 31 - 47, http://dx.doi.org/10.1016/j.ijresmar.2006.10.005
2007
Ataman MB; Mela CF; Van Heerde HJ, 2007, 'Consumer packaged goods in France: National brands, regional chains, and local branding', Journal of Marketing Research, vol. 44, pp. 14 - 20, http://dx.doi.org/10.1509/jmkr.44.1.14
2007
Ataman MB; Mela CF; Van Heerde HJ, 2007, 'Consumer Packaged Goods in France: National Brands, Regional Chains, and Local Branding', Journal of Marketing Research, vol. 44, pp. 14 - 20, http://dx.doi.org/10.1509/jmkr.44.1.014
2007
Paap R; van Nierop E; van Heerde HJ; Wedel M; Franses PH; Alsem KJ, 2005, 'Consideration sets, intentions and the inclusion of "don't know" in a two-stage model for voter choice', International Journal of Forecasting, vol. 21, pp. 53 - 71, http://dx.doi.org/10.1016/j.ijforecast.2004.02.004
2005
Van Heerde HJ, 2005, 'The proper interpretation of sales promotion effects: Supplement elasticities with absolute sales effects', Applied Stochastic Models in Business and Industry, vol. 21, pp. 397 - 402, http://dx.doi.org/10.1002/asmb.577
2005
Bijmolt THA; Van Heerde HJ; Pieters RGM, 2005, 'New empirical generalizations on the determinants of price elasticity', Journal of Marketing Research, vol. 42, pp. 141 - 156, http://dx.doi.org/10.1509/jmkr.42.2.141.62296
2005
Van Heerde HJ, 2005, 'The proper interpretation of sales promotion effects: Supplement elasticities with absolute sales effects', Applied Stochastic Models in Business and Industry, vol. 21, pp. 407 - 408, http://dx.doi.org/10.1002/asmb.580
2005
Van Heerde HJ; Bijmolt THA, 2005, 'Decomposing the promotional revenue bump for loyalty program members versus nonmembers', Journal of Marketing Research, vol. 42, pp. 443 - 457, http://dx.doi.org/10.1509/jmkr.2005.42.4.443
2005
Van Heerde HJ; Dekimpe MG; Putsis WP, 2005, 'Marketing models and the lucas critique', Journal of Marketing Research, vol. 42, pp. 15 - 21, http://dx.doi.org/10.1509/jmkr.42.1.15.56888
2005
van Dijk A; van Heerde HJ; Leeflang PSH; Wittink DR, 2004, 'Similarity-Based Spatial Methods to Estimate Shelf Space Elasticities', QME-QUANTITATIVE MARKETING AND ECONOMICS, vol. 2, pp. 257 - 277, http://dx.doi.org/10.1023/B:QMEC.0000037079.73934.a2
2004
Van Heerde HJ; Leeflang PSH; Wittink DR, 2004, 'Decomposing the sales promotion bump with store data', Marketing Science, vol. 23, http://dx.doi.org/10.1287/mksc.1040.0061
2004
Van Heerde HJ; Mela CF; Manchanda P, 2004, 'The dynamic effect of innovation on market structure', Journal of Marketing Research, vol. 41, pp. 166 - 183, http://dx.doi.org/10.1509/jmkr.41.2.166.28669
2004
Van Heerde HJ; Gupta S; Wittink DR, 2003, 'Is 75% of the Sales Promotion Bump Due to Brand Switching? No, only 33% Is', Journal of Marketing Research, vol. 40, pp. 481 - 491, http://dx.doi.org/10.1509/jmkr.40.4.481.19386
2003
van Heerde HJ; Leeflang PSH; Wittink DR, 2002, 'How Promotions Work: SCAN*PRO-Based Evolutionary Model Building', Schmalenbach Business Review, vol. 54, pp. 198 - 220, http://dx.doi.org/10.1007/bf03396653
2002
Van Heerde HJ; Leeflang PSH; Wittink DR, 2001, 'Semiparametric analysis to estimate the deal effect curve', Journal of Marketing Research, vol. 38, pp. 197 - 215, http://dx.doi.org/10.1509/jmkr.38.2.197.18842
2001
Van Heerde HJ; Leeflang PSH; Wittink DR, 2000, 'The estimation of pre-and postpromotion dips with store-level scanner data', Journal of Marketing Research, vol. 37, pp. 383 - 395, http://dx.doi.org/10.1509/jmkr.37.3.383.18782
2000
Book Chapters
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Papies D; Ebbes P; Van Heerde HJ, 2017, 'Addressing Endogeneity in Marketing Models', in Leeflang PSH; Wieringa JE; Bijmolt THA; Pauwels KH (ed.), ADVANCED METHODS FOR MODELING MARKETS, SPRINGER, pp. 581 - 627, http://dx.doi.org/10.1007/978-3-319-53469-5_18
2017
van Heerde HJ; Neslin SA, 2017, 'Sales promotion models', in International Series in Operations Research and Management Science, pp. 13 - 77, http://dx.doi.org/10.1007/978-3-319-56941-3_2
2017
Van Heerde HJ, 2017, 'Non- and Semiparametric Regression Models', in Leeflang PSH; Wieringa JE; Bijmolt THA; Pauwels KH (ed.), ADVANCED METHODS FOR MODELING MARKETS, SPRINGER, pp. 555 - 579, http://dx.doi.org/10.1007/978-3-319-53469-5_17
2017
Ebbes P; Papies D; van Heerde HJ, 2016, 'Dealing with Endogeneity: A Nontechnical Guide for Marketing Researchers', in Handbook of Market Research, Springer International Publishing, pp. 1 - 37, http://dx.doi.org/10.1007/978-3-319-05542-8_8-1
2016
van Heerde HJ; Neslin SA, 2008, 'Sales promotion models', in International Series in Operations Research and Management Science, pp. 107 - 162, http://dx.doi.org/10.1007/978-0-387-78213-3_5
2008
Conference Papers
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Gijsenberg MJ; Van Heerde HJ; Verhoef PC, 2015, 'Losses loom longer than gains: Modeling the impact of service crises on perceived service quality over time', in Journal of Marketing Research, pp. 642 - 656, http://dx.doi.org/10.1509/jmr.14.0140
2015

2020

Winner Best Paper Award, International Journal of Research in Marketing

2019

Ranked as Australasia’s most productive marketing scholar (and nr. 7 in the world) based on my 18 publications in the leading marketing journals: Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research in the ten-year period 2009-2018. Ranking by the American Marketing Association DocSIG.

Finalist for 2018 JAMS/Sheth Foundation Best Paper Award

Finalist William O’Dell Award for Long-term Impact, Journal of Marketing Research

2018

Winner MSI/H. Paul Root Best Paper Award, Journal of Marketing

Finalist Shelby D. Hunt/Harold H. Maynard Best Paper Award, Journal of Marketing

Finalist William O’Dell Award for Long-term Impact, Journal of Marketing Research

2017

 

Winner Long-term Impact Award, Marketing Science

Winner Steenkamp Long-term Impact Award, International Journal of Research in Marketing

Winner of the Oxford University Centre for Corporate Reputation 2016 Best Published Paper award for Journal of Marketing article

Finalist MSI/H. Paul Root Best Paper Award, Journal of Marketing

Winner, Massey Business School Research Translation Competition

2016

 

Winner Best Paper Award, International Journal of Research in Marketing

Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research

Outstanding Editorial Review Board Member, International Journal of Research in Marketing

2015

Winner, Massey Business School Research Translation Competition

Finalist (with two separate articles) for William O’Dell Award for Most Impactful Paper, Journal of Marketing Research

2014

Winner of Long Term Impact Award, Informs Society for Marketing Science

Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research

My 2003 paper in Journal of Marketing Research has been identified as one of the 20 most impactful papers in marketing science in the past 25 years

2013

Awarded Discovery Grant from the Australian Research Council worth AU$256,000 with Peter Danaher and Tracey Dagger (Monash)

2012

Finalist for Paul E. Green Award, Journal of Marketing Research

2011

Finalist for Long Term Impact Award, Marketing Science

2010

Awarded Marsden fund grant from the Royal Society of New Zealand worth NZ$ 740,000

 

Finalist for Best Paper Award, International Journal of Research in Marketing

2009

Winner of the ANZMAC (Australia and New Zealand Marketing Academy) Award for the Distinguished Researcher of the Year

 

Winner of the Award for Top Academic Article, Erasmus Research Institute of Management, Rotterdam, the Netherlands

 

Winner of the Dean’s Award for Research Excellence, Waikato Management School.

 

Finalist for John D.C. Little Best Paper Award, Marketing Science

 

Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research

2008

Winner of William O’Dell Award for Most Impactful Paper, Journal of Marketing Research

 

Winner of Best Paper Award of the International Journal of Research in Marketing

 

Winner of Emerald Citation of Excellence Award

 

Supervisor of doctoral thesis “Managing brands” by Berk Ataman, which was the winner of the Emerald/EFMD Outstanding Doctoral Research Award in the Marketing Strategy category

 

Supervisor of doctoral thesis “Optimizing Product Lines and Assortments” by Robert Rooderkerk, which was the winner of the Marketing Science Dissertation Award (the Netherlands and Belgium)

2006

Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research

 

Finalist for William O’Dell Award for Most Impactful Paper, Journal of Marketing Research

 

Finalist for Frank Bass Award for Best Dissertation-based Paper, Marketing Science

2005

Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research

 

Finalist for William O’Dell Award for Most Impactful Paper, Journal of Marketing Research

 

Finalist for Frank Bass Award for Best Dissertation-based Paper, Marketing Science

2004

Winner of Paul E. Green Best Paper Award, Journal of Marketing Research

2003

Finalist for Christiaan Huygens (best thesis) Prize, Royal Netherlands Academy of Arts and Sciences

 

Invited for Marketing Science Institute Young Scholars Program in Park City, USA

 

Winner of Tilburg University Teaching Quality Award for course “International Business Research”

2002

External Grant from the Innovational Research Incentives Scheme worth 675,000 Euros from the Netherlands Organisation for Scientific Research for 2002 - 2006

2001

Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research

Since 2002, my research has attracted a total over AU$ 2 million in research grants:

Grant from the Innovational Research Incentives Scheme worth AU$ 1,110,000 (€ 675,000) from the Netherlands Organisation for Scientific Research for 2002 - 2006 (Principal Investigator). The grant supported the study “Econometric Models for Marketing Decision Making.” 

Marsden fund grant (10-UOW-068) from the Royal Society of New Zealand worth AU$ 705,000 (NZ$ 740,000) for 2010-2013 (Principal Investigator). The grant supported the study: “Can firms spend their way out of recession?”.

ARC Discovery Grant worth AU$ 256,000 (Partner Investigator). The grant supported the study “Econometric Models for Marketing Decision Making” 2013-2015.

Grant (#4-1850) of AU$ 21,400 (US$ 14,500) from MSI, 2014, Marketing Science Institute, Cambridge, USA. The grant supports the study “Brand Crisis Reverberation.” For the same project, I received an AU$ 2,900 (NZ$ 3,000) grant from the Massey University Research Fund.

Grant (# 4-1770) of AU$ 21,000 (US$ 14,000) from MSI, 2012, Marketing Science Institute, Cambridge, USA. The grant supports the study “The Increasing Role of Concerts in the Music Industry.”

Massey University Research Fund (2014) worth AU$ 17,500 (NZ$ 18,400) supporting the project “Marketing Effectiveness in Emerging Countries: Business as Usual or Unusual Business?”.

Grant (# 4-1315) of AU$ 13,300 (US$ 9,000) from MSI, 2005, Marketing Science Institute, Cambridge, USA. The grant supported the study “Price war: What is it good for? Store choice and basket size responses to price wars.”

Grant (# 4-1259) of AU$ 9,000 (US$ 6,100) from MSI, 2005, Marketing Science Institute, Cambridge, USA. The grant supported the study “Building Brands.”
 

My teaching interest focuses on research methods in marketing and marketing analytics. My teaching philosophy is to bring methods and theoretical concepts to live through by applying them to real-world problems and data. I aim to foster curiosity, critical thinking, and adaptive mindset and skills that are transferable to new situations.

  • At UNSW, I teach Quantitative Methods and Models in Marketing (MARK8997) in full. This is a 10-week PhD level class on state-of-the art econometric techniques used for marketing insight. The course covers a wide variety of models, including panel data models, hierarchical models, Bayesian estimation discrete choice models, structural models, time series, dynamic linear models, hidden Markov models, text mining and machine learning.
  • At UNSW I also teach in Research Methods Seminar in Marketing (MARK8995). My classes cover research idea generation based on data and marketing mix research.

At Massey University (2013-2018), I led the development of the Master of Analytics (Business) that started in 2015. This is a postgraduate degree where students learn how to harvest, process, analyze and present big data to support informed and effective organizational decision-making.

At Massey University (2013-2018), I taught:

  • Return on Marketing Investment (156.762), elective in the Masters of Analytics (Business). This 30-credit course teaches students to apply econometric methods to measure the effects of marketing activities on firm performance. I have developed this course from scratch.
  • Marketing Analytics (115.740), elective in the MBA program. This 15-credit courses teaches students how to use data on customers, competitors and sales to inform marketing decision making. I have developed this course from scratch.
  • Research Methods in Marketing (156.776), postgraduate academic research methodology course. This course teaches how to conduct academic research in marketing using the latest insights from the top journals in the field. It covers quantitative and qualitative approaches. I developed this course from scratch.
  • Market Analysis (156.333), undergraduate marketing research course. This course teaches students how to apply multivariate market research methods to transform data into actionable managerial insights.
  • Advanced Marketing Research (156.744), graduate marketing research course. This course teaches students how to apply multivariate market research methods to transform data into actionable managerial insights.
  • MBA teaching: MBA Insights program

At the University of Waikato (2006-2013), I taught “Marketing Research” and “The Research Process: Marketing,” a Masters-level course on research methods.

At Tilburg University (2000-2006), I taught “Marketing Research,” “Marketing Models,” and “International Business Research”.