Professor of Marketing
I want UC Davis MBA students to be inspired and be enlightened. I want them to go out and make actual change in the practice of management because of what they learn here. That’s my unstated rule.
- Integrated Marketing Communications
- Marketing Management
- New Product Development
Research Expertise: Marketing and advertising strategy; integrated marketing communications; dynamic market response models, including preparing for product harm crisis
Consulting: Sales and brand management
- Ph.D., University of Florida, Gainesville
- MBA, Indian Institute of ManagementCalcutta, India
- B.S., Chemical Engineering University of Bombay | India
- UC Davis Chancellor’s Fellow
- Led MBA International Study Trips to Singapore, Malaysia, Thailand, China, Brazil and Argentina
- Co-founder of annual international Marketing Dynamics Conference
- Groundbreaking marketing research gives managers powerful tools to determine the most strategic media mix for ad campaigns and measure the effectiveness of integrated marketing communications
Professor Prasad Naik develops new models and methods to improve the practice of marketing. He has published over 40 articles in prestigious journals such as Journal of Marketing Research, Marketing Science, Management Science, Nature Reviews, Journal of the American Statistical Association, Journal of the Royal Statistical Society, Biometrika, Journal of Econometrics, and The Accounting Review. He serves on the Editorial Boards of Marketing Science, Journal of Marketing Research, The International Journal of Research in Marketing, Quantitative Marketing and Economics, Marketing Letters, and Journal of Interactive Marketing.
Naik is a recipient of the UC Davis Chancellor’s Fellowship, a Frank Bass Award, The Journal of Interactive Marketing Best Paper Award, and an Academy of Marketing Science Doctoral Dissertation Award. He has been honored as a William O’Dell Award Finalist, a Marketing Science Institute Top Young Scholar, American Marketing Association Consortium Faculty and Professor of the Year at UC Davis for outstanding teaching. He has presented over 50 seminars at prestigious institutions such as IBM, MIT, Harvard, Yale, Columbia, Cornell, Dartmouth, Chicago, Berkeley, Rice and Darden, as well as at global conferences in Australia, Belgium, China, Canada, France, Germany, India, New Zealand, the Netherlands, Portugal, Spain, and Singapore.
Naik teaches the MBA core class in Marketing at UC Davis. Previously he taught New Product Development, Integrated Marketing Communications, Sales Management and Product Management. He also led MBA teams in Argentina, Brazil, China, Malaysia, Singapore, and Thailand to learn International Marketing.
He holds a BS in Chemical Engineering from the University of Bombay, an MBA from the Indian Institute of Management Calcutta and a Ph.D. from the University of Florida. Prior to doctoral studies, Naik worked for several years with Dorr-Oliver and GlaxoSmithKline, where he acquired invaluable experience in sales, distribution and brand management.