Ilya Morozov
Assistant Professor of Marketing
Ilya Morozov is an Associate Professor of Marketing at the Kellogg School of Management, Northwestern University. His research focuses on how consumers make choices in markets where they are not fully informed about existing products and their attributes. He also studies how marketers can help consumers make better decisions in such environments through personalized ads and promotions. In his most recent work, he explores how practitioners can estimate demand for various products by combining traditional demand estimation methods with state-of-the-art machine learning models.
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.
