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AI in Action: Bridging tech and strategy in marketing
In MKTG 4604: Creating Business Value with Data and AI Technologies, students explore the power of marketing by combining machine learning and AI with strategic business insights.
Liftoff or letdown: did Blue Origin break barriers or build buzz?
Blue Origin's recent all-female spaceflight sparked headlines—but was it a genuine leap forward for women in STEM or a carefully orchestrated marketing move? D'Amore-McKim Associate Professor Hristina Nikolova weighs in, suggesting that while representation matters, true progress requires authenticity and consistency.
Business of Entertainment club shines a spotlight on the industry behind the scenes
The Business of Entertainment (BoE) Club is redefining how business students engage with the world of film, music, and TV. Founded by D'Amore-McKim students who saw an untapped opportunity, BoE provides a space for those passionate about entertainment to come together, learn, and explore career possibilities.
Shaping stories that connect: Yakov Bart on the evolution of Super Bowl advertising
This year's Super Bowl ads are more than just entertainment—they're a reflection of evolving consumer values and cutting-edge marketing strategies. Professor Yakov Bart of the D'Amore-McKim School of Business breaks down the trends, from emotional storytelling to the rise of AI.
New research sheds light on how the 2016 and 2020 elections were won, lost — and the ‘critical' role disinformation played
Elections today can generate a lot of noise. The rise of digital media means that, in addition to 24-hour cable news, social media features prominently in campaigns and elections. Using the latest in machine learning modeling, Northeastern researchers sought to cut through all that noise — specifically, as it pertains to the 2016 and 2020…
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Exploring the Future of Global Business: fireside chat with Global CEO Devika Bulchandani
“Human motivations haven't changed, but how we engage with content has,” says Bulchandani. “Today, consumers have the control, and our challenge is to create content that captures attention amid overwhelming information.”
Why Marketers Are Spending Less on Social Media
D'Amore-McKim Associate Dean of Research, Koen Pauwels, share expert opinion on the decline in social media spending.
Pauwels recognized as one of RETHINK Retail's Top AI Leaders for 2024
Associate Dean of Research Koen Pauwels has been recognized as one of RETHINK Retail's Top AI Leaders for 2024 for his pioneering work in marketing analytics and big data, placing him among global leaders driving AI innovation in the retail sector.
Halloween is coming to stores earlier and earlier. There's a spooky reason why
According to D'Amore-McKim marketing experts, there's a psychological reason you may be buying candy corn in August.