Marketing research is about collecting quality information for data-driven managerial decision-making. It is a near certainty that whatever functional area you enter, and whatever industry, you will come in close contact with market research. Because information collection is costly, it is important to understand when it is and when it is not worthwhile conducting marketing research. More information does not always imply higher profit! The basic objective of this course is to help you conduct, purchase, and use research to make more effective business decisions. The course will be taught from the perspectives of both producers and consumers of marketing research. [Syllabus] [BSpace]

UGBA 161

This is the undergraduate section of marketing research. Marketing research is about collecting quality information for data-driven managerial decision-making. Hal Varian, chief economist at Google, calls data scientists, “the sexiest job of the 21st century”. If you like data and quantitative methods, this course will help you understand how to turn data into business insights. If you are afraid of data and quantitative methods, this course will demystify the process and clarify the role of data in business.

Past Courses

UGBA 106

This is the core marketing course for the Haas Undergraduate Program and it also appeals to non-majors who have had at least one previous business course. The aim of the course is to provide a rigorous and comprehensive introduction to contemporary marketing practice. We have two broad aims for you as students: (1) thinking like a manager to assess all possible options in a situation and not be afraid to make choices, (2) focus on implementation and ask what would a manager actually do to achieve results given the strategy you propose? To achieve these two aims, we will teach you to: (1) understand marketing management, (2) generate insights from analysis and research, and (3) communicate these insights and work in teams to implement these insights. [Syllabus]

New Perspectives in Biological Models of Decision-Making

This seminar will address challenges in advancing our scientific understanding of the biological basis of decision-making, and translational applications of this knowledge. Our knowledge of the biological basis of decision-making has exploded in the past decade. This has substantial implications for disorders that affect or are affected by decision-making deficits, including addiction, obesity, and a variety of neurological and psychiatric disorders.

However, important pieces remain missing at both conceptual and translational levels, and there is still some ways from practical applications of this scientific knowledge. It is a well known but unfortunate fact that we still do not have a single biomarker of psychiatric disorders. Similarly, although there are now a number of marketing companies, their scientific underpinnings remain largely proprietary and unknown to the general community.

Workshop on Learning and the Brain

This is a workshop on the current state of knowledge on the neural mechanisms of learning in games. The purpose is twofold. First it gives an introduction to people who have limited exposure to neuroeconomics. Second it serves as a forum to discuss some new ideas and models of brain and behavior, particularly related to learning and games. [Syllabus]