That’s why Professor Hitsch challenges his students to dig into the data, and use it to support business decisions.
Guest post by Professor Günter J. Hitsch
In my newest class, Data Science for Marketing Decision Making, I aim to immerse students in data-driven marketing techniques. Using modern data-processing tools, my students examine massive amounts of data in order to implement key marketing decisions. Analyzing these data allows us to predict the impact on everything from pricing and advertising, to customer profitability and the return on investment from customer targeting.
We are incredibly fortunate at Booth to have access to several Nielsen databases, which are housed at the Kilts Center for Marketing. The Kilts Center is very important to my work and the level to which I’m able to incorporate consumer research into my projects and curriculum. I want students to walk out of my class with a different way of thinking about marketing.
One of my students published a blog earlier this month about how his view of marketing has changed. What he once thought was a “soft” field has become a model for how to use data and hard evidence to make informed decisions. Read the blog here »
We connected with the Kilts Center to dig deeper into the resources they offer for students and alumni with interests in marketing, product management, and other related areas.
Chicago Booth Marketing and Product Management Resources: The Kilts Center
Because of our flexible curriculum, each class is full of deep thinkers who chose that subject. The result is dynamic discussions and impactful insights.
Our Classroom Experience
The Davis Center supports leadership development at Chicago Booth. We asked center staff about Booth’s approach to leadership education.
Seven Questions with the Davis Center
