Ilya Morozov
Assistant Professor of Marketing
Ilya Morozov is an Assistant Professor of Marketing at the Kellogg School of Management, Northwestern University. In his research, he studies marketing strategy in contexts where consumers know little about existing products, do not notice new product launches, and spend little time learning about available alternatives. His most recent research combines machine learning tools, field experiments, and rigorous economic models to improve personalized product recommendations and optimize the design of online platforms. Professor Morozov holds a Ph.D. in Quantitative Marketing from Stanford Graduate School of Business, an M.Sc. in Economics and Finance from the Center for Monetary and Financial Studies (CEMFI) in Madrid, and a BA in Economics from the Higher School of Economics (HSE) in Moscow.
Launching New Products and Services (MKTG-465-0)
The course deals with the challenge of launching new products and services into the market. Focusing mainly on large and established companies interested in pursuing growth, we will discuss the steps needed to bring products to market, including understanding customer needs, conducting sales forecasts, and designing a launch plan, including targeting, positioning, advertising, pricing, and distribution decisions. Class sessions will include a combination of lectures, in-class exercises, case discussions, simulations, and guest speakers. Deliverables include individual and groups assignments and a final group project.
