Conferences

Marketing Science Intensive: How to Create Optimal Marketing Budget and Allocation: With and Without Data

Overview

Marketing Science Intensive featuring Koen Pauwels, Northeastern University

The Marketing Science Intensives Program enables you to build your knowledge portfolio and learn techniques you can apply to your business today, using MSI’s trusted platform of leading academics and top marketers. These monthly live virtual workshops are available exclusively to MSI members.

Over the course of a year, the stackable learning experiences will deliver a foundational understanding of the most exciting topics in marketing today. In each two-hour Intensive, a top academic will present new research-generated knowledge on an important topic in consumer behaviour, marketing analytics, or marketing strategy, offering breakthrough insights and practical applications for marketers. With a focus on active learning, the virtual working environment enables participants to raise questions and share insights with others from industry-leading companies.

Designed to provide deep learning with real job relevance, Intensives include pre-reads and assignments ahead of the workshop as well as a post-event reading and resource list. All workshops are designed to be relevant across industries and company roles and to accommodate varying levels of expertise in qualitative and quantitative approaches.

Agenda

Speakers

Koen Pauwels

Northeastern University

View Bio

Koen Pauwels

Koen Pauwels is Professor of Marketing at Northeastern University’s D’Amore-McKim School of Business. He received his Ph.D. from University of California, Los Angeles, where he was chosen “Top 100 Inspirational Alumnus” out of 37,000 graduates. Koen has published over 40 articles in journals such as Harvard Business Review, Journal of Marketing, and Marketing Science. His awards include the Google/WPP Research Award, the Syntec Best Paper in Marketing/Decision Sciences Award, and the O’Dell award for the most influential paper in the Journal of Marketing Research. He is Senior Editor for the International Journal of Research in Marketing, and serves on AMA’s Academic Council. Koen has also authored 3 books: It’s Not the Size of the Data – It’s How You Use It for managers and Modeling Markets (Volumes I and II) for researchers. Koen has consulted large and small companies across three continents, including Amazon, Credit Europe, Inofec, Heinz, Kayak, Knewton, Kraft, Marks & Spencer, Nissan, Sony, Tetrapak, and Unilever.

Join the MSI mailing list

Stay informed of the latest research and events