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Eyal Maoz
Eyal Maoz

MARKETING
Visiting Assistant Professor of Marketing

Print Overview
Areas of specialty are marketing strategy, new product development and marketing research. Prof. Maoz is the Head of MBA programs at the Ono Academic College in Israel and teaches Marketing (New Products and Services, Marketing Research) to both regular MBA students and Executive MBA students at Kellogg every summer.

Prof. Maoz is the founder and former academic director of EMBAIM – an executive MBA program in integrative management at the Hebrew University of Jerusalem. He consults and lectures extensively both in Israel and across the world to companies in the consumer goods, hi-tech, drug, and banking industries.
Print Vita
 
Print Research
Articles
Maoz, Eyal and Alice Tybout. 2002. Similarity and the Moderating Role of Involvement in the Evaluation of Brand Extensions. Journal of Consumer Psychology. 12(2)

 
Print Teaching
Full-Time / Part-Time MBA
Research Methods In Marketing (MKTG-450-0)

This course counts toward the following majors: Analytical Consulting, Marketing, Marketing Management

The broad objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course also examines the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.

Introduction of New Products and Services (MKTG-465-0)

This course counts toward the following majors: Entrepreneurship & Innovation, Marketing, Marketing Management

This course answers the manager's question: "What do I need to know and do as a marketer in order to develop a successful new product?" Students will gain a firm understanding of the steps necessary to bring a new product from concept to successful launch. The course covers fundamental marketing principles that are as valuable in developing and marketing the newest microchip as they are for the latest chili-flavored tortilla potato chip. The course is case-based and example driven. Illustrations and discussions will encompass consumer packaged goods, high tech and consumer electronics, biotechnology, agribusiness, entertainment, B2B, international and many other industries, in contexts that range from garage startups to Fortune 100 companies. The course content will help those pursuing careers in brand management, marketing, project management, marketing research, new product and service consulting, venture capital, and entrepreneurial ventures. The emphasis on specific techniques and application settings varies somewhat by instructor; students are encouraged to request a copy of the course syllabus from the instructor prior to registering. Prerequisite: MKTG-430.