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MKT CURRICULUM NEWS

Marketing AnalyticsProf. Mahima Hada at Bloomberg’s Data Science Panel


2016-2017 was an eventful year for Industry partnerships and events in Baruch’s Marketing Analytics Programs. Prof. Mahima Hada was invited as an expert panelist to Bloomberg’s event on “Alpha Generation via Data Science and Machine Learning”, where she discussed research in marketing analytics at Baruch in machine learning in text analytics, and combining twitter feeds and location data to predict consumers’ purchase behavior.

An increase in industry partnerships also led to increased Analytics Boot-camps for Marketing Analytics majors in 2016-2017 with leading analytics firms like SAS, Tableau and Sail First. Notably, IBM’s Cognitive Class held their third hands-on data science bootcamp at Baruch in Fall 2016 (read more here).

In 2017-2018, Prof. Maithily Erande will formally offer a new Marketing Analytics course – MKT 4630: Marketing Analytics with Big Data. Prof. Mahima Hada will teach the core Marketing Analytics (MKT 4561) course in Fall 2017; Prof. Hada received Zicklin’s “Excellence in Teaching” award in Spring 2017.


STUDENT CLUB NEWS

Logo of American Marketing AssociationMarketing Students Take Initiative in AMA Chapter Revival
By: Kerianne O’Dwyer
BBA Marketing Student
President, American Marketing Association Collegiate Chapter at Baruch College

The American Marketing Association’s (AMA) rich history at Baruch College is being rekindled by a highly motivated team of undergraduate students. The AMA at Baruch aims to build a stronger representation of Baruch’s marketing community and to build upon a legacy that began as early as 1989. This Spring will be a revival of AMA at Baruch, something that we feel will greatly benefit our campus.

Along with the Advertising and Design Society, we are truly excited to be preparing for Baruch’s very own “Marketing Week”, to be held February 29-March 4. Marketing Week is meant to spark the attention of Zicklin School of Business undergraduate students, providing them with an experience that no other club can offer. Furthermore, AMA at Baruch is teaming up with COOPERATE.NYC to provide undergraduates leverage towards their professional careers.

Thanks to the Aaronson Department of Marketing and International Business Chair, David Luna, and the chapter’s faculty advisor, Barry Rosen, the revival of AMA at Baruch has been made possible. As a result of their generosity and commitment, AMA@Baruch will be sending two determined members to the International Collegiate Conference in New Orleans March 16-20th.

Want to learn more about us? Check out our website at BaruchAMA.com. If you are interested in helping or have ever been active with collegiate or local AMA, we would love to hear from you. We are always looking for advice, support, and speakers for events. Contact us at AMAatBaruch@gmail.com.


PROFESSOR RESEARCH

Research ProfessorsHappily Ever After: The Effect of Identity-Consistency on Product Satiation
By: Sunaina K. Chugani, Julie R. Irwin, Joseph P. Redden
Journal of Consumer Research, Dec 2015

As consumers use products, their enjoyment of that product drops over time. For instance, the fifth bite of chocolate will never be as satisfying as the first bite. This phenomenon is commonly called satiation, and it hampers the pleasure consumers derive from their products. How can consumers prolong product enjoyment? We find that when a product is identity-related, consumers resist satiation to that product because satiating would threaten their identity. This suggests that part of the reason sports fans can watch game after game without getting bored, or why Star Trek fans can watch episode after episode without getting tired, may be because they resist satiation to the experience in order to protect their identities.

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Food Consumption & Children
By: Stacey Finkelstein
Professor of Marketing at Baruch College

We reflect on the finding that a challenge to improving the diets of lower income children is parental worry over food waste that results from children’s rejection of healthier food options such as vegetables. This finding has important implications because previous research has indicated novel foods that have a bitter or sour flavor profile (as is the case with many vegetables) must be introduced to children several times before these foods are accepted. We suggest research-based techniques that parents could utilize to reduce the risk of costly food waste, and discuss obstacles that could impede well-intended parents from reaching their goals of improving their children’s diets


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Fair Trade
By: Stacey Finkelstein
Professor of Marketing at Baruch College

In recent years, there has been a surge in popularity of the fair-trade industry, which seeks to improve trading conditions and to promote the rights of marginalized workers. Although research suggests that fair-trade products are perceived as promoting social and economic responsibility, some individuals—namely, those who seek to maintain existing group inequalities (i.e., those high in social dominance orientation or SDO) or those induced to think inequality is a good thing—may not share this perception. We find that those high in SDO view fair-trade products more negatively than those low in SDO. The reason for this negative relationship is that high SDO individuals see fair-trade products as less compatible with their perceptions of social justice.