Internet Research (All)
Professor Avi Goldfarb
Associate Professor of Marketing
Rotman School of Management
Teaching
MBA courses
Ph.D. courses
Undergraduate courses
MBA
Marketing research involves four steps: collecting information, analyzing information, interpreting information, and communicating information. In this course, both qualitative and quantitative techniques will be used to collect and analyze information. By the end of the course, students will have designed a questionnaire, moderated a focus group, and used regression, factor, and cluster analysis to understand data. The course draws on a variety of applications including the automotive industry, the diamond industry, the Italian national railway, consumer packaged goods, newspapers, politics, and others.
This course explores the role of emerging media in marketing. The course examines how the online setting is different from the offline setting and how access devices (PCs, mobile phones, tablets) affect business decisions. Topics include search engines, online advertising, electronic commerce, social media, mobile media, and privacy.
This course introduces students with a hands-on introduction into how to apply the statistical techniques they learn in their econometrics courses to real world data. Together with other methods courses, it will prepare students for doing independent empirical research. Offered in the spring of every second year.
Undergraduate
Price setting is probably the most crucial of all marketing mix decisions. It involves an understanding of both supply side factors (e.g. costs) and demand side factors (e.g. consumer willingness to pay). While traditional approaches to pricing theory have revolved around an economic and financial framework, a broader and more pragmatic view entails a comprehensive understanding of the demand side; both at the level of individual customer values, and the more aggregate level of price sensitivities of the market. In this course, we will approach the pricing decision as an intersection of economic, strategic, and behavioural considerations.