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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
Marketing Management (MKTG-430-0)

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

This course takes an analytical approach to the study of marketing problems of business firms and other types of organizations. Attention focuses on the influence of the marketplace and the marketing environment on marketing decision making; the determination of the organization's products, prices, channels and communication strategies; and the organization's system for planning and controlling its marketing effort.

Research Methods In Marketing (MKTG-450-0)

This course counts toward the following majors: Managerial Analytics, 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.

Marketing-Led Innovation (MKTG-465-0)

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

Innovating new products and services (and new product and service features) is among the most complex challenges faced by managers. How can one generate potentially breakthrough new product and service concepts? Given an infinite world of possibilities, how does one decide which products and feature concepts to pursue? How does one get customer feedback for products and features that do not yet exist? What marketing strategy & tactics should one employ to convince customers to purchase products they might not yet know they want? How does one reconcile the introduction of new products with an existing product portfolio? The goal of this course is to introduce students to marketing principles and concepts that they can use to tackle these questions and to develop their own approach to innovating new products and services.