Biography
Sushma Kambagowni (Ph.D., University of Pittsburgh) is an Assistant Professor of Marketing at the College of Business, University of Nebraska-Lincoln. Sushma conducts empirical marketing strategy research on how digital technologies, platform business models, and immersive advertising (AR/VR) shape innovation, branding, and consumer behavior.
Before joining academia, she worked as a Business Strategy Consultant at Accenture Strategy.
Undergraduate Courses
Marketing Research (MRKT 345) - Introduction to methods and principles of investigation and analysis used in making marketing decisions, from product development to channel decisions, to advertising decisions. Planning studies, proposing studies, conducting data gathering, analyzing and interpreting data, reporting results.
Marketing Analytics (MRKT 350) - Introduction to analytical methods of marketing analysis for marketing decisions using data-based cases, including choice models, mapping methods, clustering and mixture regression models, conjoint analysis, sales response models, and data visualization. Applications are in the areas of customer value assessment, segmentation, targeting, brand positioning, new product development, and resource allocation.
Teaching Interests
- Marketing Analytics
- Marketing Research
- Digital Marketing