Faculty Profile

Teaching Interests

I have taught the core MBA course in marketing at UCLA. This course has given students a thorough grounding in consumer analysis using the case method, I have also taught a class on market assessment, which introduces them to marketing research tools used to better understand consumers’ actions in the marketplace, particularly with new products. The key tool taught in this class is conjoint, which is the pre-eminent tool used today by market researchers to determine heterogeneity in consumers’ preferences for products. Jointly with Peter Rossi of the University of Chicago, I have developed a course describing the current industry “state-of-the-art” in models of consumer demand in a variety of environments. This uses data on actual consumption patterns, such as data available from organizations like IRI on retail store prices, promotions and the demand resulting from these patterns, as well as direct marketing programs, and individual-level scanner data. I have co-taught a class with Harry Sloan, ex-CEO of MGM, on business models in the entertainment industry. I have also previously taught a Ph.D. elective on Bayesian methods in marketing.<br><br>I have also taught in executive education programs on entrepreneurship, consumer behavior, branding, pricing, direct marketing, marketing research and the preparation of marketing plans. I have been the co-director of the UCLA Medical marketing program for 7 years, and regularly run customized programs for large medical firms and organizations, including the Irish Medical Devices Association and the Healthcare Management Manufacturer’s Council.<br>