Research

The Synergy of On-and-Offline Marketing
Journal of Interactive Marketing, 2009

Professor Prasad Naik and Professor Kay Peters from the Center for Interactive Marketing and Media Management at the University of Münster, Germany, have won the 2010 Journal of Interactive Marketing Best Paper Award for their article, “A Hierarchical Marketing Communications Model of Online and Offline Media Synergies.”

Naik and Peter’s research was the first of its kind to analyze synergies in and across online and offline advertisement media. The researchers developed a model using real market data to parse out the impact different media have on consumers. They found that offline advertising can have synergy with online advertising, the two modes working together to produce specific and desired outcomes.

“Our model is useful for marketing managers because it measures the effect of synergy and identifies how to best spend marketing resources,” explained Naik.

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News Release

UC Davis Graduate School of Management partners with Lawrence Livermore and Sandia National Labs to drive technologies from lab to market

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(Davis, Calif.) – With a joint goal of speeding the transfer of new technologies from the laboratory to the commercial marketplace, the UC Davis Graduate School of Management, Lawrence Livermore National Laboratory and Sandia National Laboratories have announced a new partnership for researchers to develop their entrepreneurial skills.

Spotlight Story

Vickie Sherman MBA 13 Finds Her Passion, Her Career—and Herself

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What opportunities, decisions, events have shaped your professional life?

My career path has been a climb across a jungle gym rather than a tangent up a corporate ladder. As a child, I used to thumb through the three-inch JCPenney catalogue, picking out the professional women who I would grow to be. I wanted to rule the world from a corner office in a suit and heels. I wanted to shed my humble origins and become Corporate Barbie.

Spotlight Story

MBA Student Consultants Make an IMPACT
Projects Put Business Needs Front and Center

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Agilent Technologies’ Electronic Measurement Group is a $3.6 billion business that over the past decade has seen a dramatic shift in its customer base from U.S., and Western European customers to predominantly Asia-based customers. Today, the majority of the division’s revenues are generated outside of the U.S., with an increasing concentration in China.

Spotlight Story

UC Davis Part-Time MBA in Top 8%, Full-Time MBA in Top 9%
U.S. News & World Report’s latest rankings: This marks the 19th consecutive year our MBA program has been ranked among the best in the nation.

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(Davis, CA) — The UC Davis Graduate School of Management’s full-time MBA program has been ranked among the top six percent of AACSB International-accredited programs nationwide, according to U.S. News & World Report’s latest graduate business school rankings released today.