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“One of the most valuable parts of the MBA has been the opportunity to see how businesses operate in different environments. I have completed two Global Field Studies, one in Scandinavia and one in San Francisco, and each offered a distinct perspective that I would not have gained in the classroom alone.” – Maxime Rassi, Part-Time MBA'27
New research from Debashish Ghose suggests that allowing viewers to choose when they see ads may be quite effective.
Associate Dean Koen Pauwels' latest research examines why some negative retail incidents fade quickly while others escalate into crises. Analyzing 510 incidents, the study finds that patterns in stakeholder reactions, not the amount of attention an incident receives, are key to predicting financial impact.
Chris Selland says AI purchasing may change the influence of sponsored placement and visual merchandising.
This business administration student spent eight months working on pricing systems and event planning for furniture company BoConcept.
Northeastern University marketing professor Koen Pauwels was the recipient of the 62nd annual Robert D. Klein University Lecturer Award.
“The MBA strengthened my analytical skills, exposed me to modern business tools like AI, and gave me countless opportunities to apply what I was learning directly to my work.” – Binglei (Leilei) Zhou, MBA'26
Artificial intelligence took center stage in commercials during the Super Bowl, showcasing both the opportunities and concerns surrounding the technology's growing role in marketing. Professor Koen Pauwels says brands that highlighted AI's human benefits resonated most with audiences, while those leaning into futuristic or unsettling portrayals risked creating skepticism.
Dr. Amir Grinstein, Associate Professor of Marketing at Northeastern University's D'Amore-McKim School of Business, shares insights from his research, “Creating Social Change by Moving from i-level to g-level and s-level Interventions.”
Northeastern student Rebecca Zhao turned a TikTok trend into a successful jewelry business and now plans to relaunch and scale it with skills gained in college.
