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Doctoral studies in Social Sciences, Management, 2nd year doctoral student.
Gedas Kucinskas conducts research in media planning, marketing strategy and value creation models. The latest research direction is the value of digital products – i.e. how much should we pay for a picture in the virtual world, or the ability to repaint your virtual home, etc. In the future, this field of study should be the basis for companies and startups to decide on the pricing of digital products.
Gedas Kucinskas works at media agency BPN LT, as strategy manager, applies knowledge for the development of marketing, media strategies for famous brands. BPN LT has become one of the most successful media planning agencies in just a few years, and the agency’s clients are leaders in their respective categories. The data startup, managed by Gedas, succesfully creates “machine learning” models for solving various business problems.
Goal of the course
Overall, the course is designed to provide students with a foundation on how to measure and manage marketing performance to increase profitable growth – and how to raise company’s marketing accountability to a higher level. The relevance of any marketing organization depends on its ability to shift from operational orientation to a strategic one, and the best marketers aspire to help their organizations make this transition. Making this shift is imperative for marketing to change its perception as a ‘tolerated’ expense to that of a valued revenue generator. From a leadership vantage point, there’s a lot riding on marketing’s ability to make this shift, because reactive and purely tactical marketing doesn’t enjoy much influence. This course provides an introduction to marketing analytics and marketing metrics – some of the most important tools for making marketing accountable and strategic. The approach taken throughout the course hinges on three questions:
Upon completion of this course, successful students will: