【GMSCM招生公开课】Overview of Marketing文/ 澳门新葡新京官方网站：375
时间： 2018-12-08 08:50
Marketing, more than any other business functions, deals with customer. We examine a simple model of marketing, and focus on the process to understand customers, build customer relationships, and capture value from customers. We then discuss the basics of marketing mix and marketing strategies, and conclude with a case study on the value of customer insight.
Associate Professor of Marketing and Bensadoun Scholar
Desautels Faculty of Management, McGill University
Dr. Yu Ma is Associate Professor of Marketing and Bensadoun Faculty Scholar at McGill University. He obtained his PhD in management from Olin School of Business, Washington University in St. Louis. Before joining McGill, he was Associate Professor at University of Alberta. His research interest includes food marketing, retailing and big data analytics. Using consumer purchase data and advanced econometric and statistical models, he studies how consumers react to various marketing incentives. He also examines broader marketing issues such as the influence of macro environment on the retail sector and the impact of food marketing on population health. He has published in top management journals such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Management Science, and Journal of Retailing.