Professor Prasad Naik’s Groundbreaking Marketing Research

Professor Prasad Naik’s groundbreaking marketing research gives managers powerful new tools and innovative approaches to determine the most strategic media mix for ad campaigns and measure the effectiveness of integrated marketing communications.

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. –Prasad Naik, Professor of Marketing

Prasad Naik
Professor of Marketing

  • UC Davis Chancellor’s Fellow
  • Led MBA International Trips to Singapore, Malaysia, Thailand, China, Brazil, and Argentina
  • Joined UC Davis in 1996

Courses Taught

  • Integrated Marketing Communications
  • Marketing Management
  • New Product Development

Research Expertise

Marketing and advertising strategy; dynamic market response models, including preparing for product harm crisis


  • Ph.D.
    University of Florida, Gainesville
  • MBA
    Indian Institute of Management, Calcutta
  • B.S., Chemical Engineering
    University of Bombay