Gauri Kulkarni | Towson University

Assistant Professor, Department of Marketing

Marketing has always been one of the most popular majors in the College of Business and Economics, but the growth in big data and its applications to marketing have led to even greater
interest in the field.

“In the past, if business students were interested in numbers, they would gravitate
toward accounting or finance,” explains Gauri Kulkarni, who was hired by Towson University
for her expertise in marketing analytics and how organizations use data to shape marketing
decisions. “Now that the marketing field has seized big data and organizations are
competitively collecting all types of data and tracking buying habits, marketing is
more numbers-driven than ever before.”

Students are more than willing to share their own stories and ask questions.

Gauri Kulkarni

As marketing needs change, Kulkarni is helping to ensure the timeliness of course
offerings in the M.S. in Marketing Intelligence with an embedded Post-Baccalaureate Certificate in Interactive Marketing.

In Principles of Marketing and a new undergraduate course that draws on data, Marketing
Information for Decision Making, Kulkarni appeals to students as consumers. “Students
realize that with every credit card purchase, retailers build knowledge about them,”
says Kulkarni. “They are contacted by retailers regularly via email, social media
and even texts.” The level of student participation in the classroom is always high
in her classes. “Students are more than willing to share their own stories and ask
questions,” she adds.

READ:  Jonathan Vincent | Towson University

Kulkarni has written extensively about the power of data in retailing, from purchasing
automobiles to buying Broadway show tickets, and she has presented at major conferences
over the last decade. She acknowledges that the next frontier will use advanced technology
to target individual consumers. “Retailers will use facial recognition technology
to target ads at the personal level based on age, gender, and other attributes they
can garner from facial recognition programs.”

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