Lingling Zhang

Professor Zhang received her doctorate in Marketing from Harvard Business School in 2016. She is interested in studying marketing strategies using empirical methods including industrial organization and machine learning. Her research focuses on business-to-business marketing, multi-channel marketing, and digital marketing. She has presented research at the INFORMS Marketing Science Conference and the Marketing Dynamics Conference. She teaches Statistical Programming for Customer Analytics in the MS Marketing Analytics program and Marketing Research Method in the undergraduate program.

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Fundamentals of Digital Marketing (edX)

Learn the varied and changing approaches to digital marketing, such as mobile and omnichannel marketing and attribution and marketing mix modeling to inform your organization’s digital marketing strategy. In this business and management certificate course focused on the foundations of digital marketing, you will gain an understanding of how [...]