Gui Liberali appointed to new chair for digital marketing
A new professor will tackle how businesses can adapt, understand and profit from the changes resulting from the growth of the internet. Dr Gui Liberali has been appointed Endowed Professor of Digital Marketing at Rotterdam School of Management, Erasmus University (RSM). ‘Digital marketing’ has become the overarching term for the marketing of products or services using digital technologies.
Changes to the retail environment include the way that consumers influence each other on social media, customised digital products and interactions, and the elimination of the middle man for services such as hotels, airlines and taxis. The changes have enabled new business models and markets.
3D products developed and launched
Professor Liberali has collaborated in research with firms in the US and Europe and has presented his research at leading research universities in the US, Europe and Australia. He was the first to have marketing students design and print 3D prototypes in classes about development and launching of new products. He currently teaches courses about innovation and new products for RSM’s MSc International Management/CEMS programme, as well as minor courses about digital marketing techniques such as text mining, A/B testing and website morphing that have attracted students from RSM, the Erasmus School of Economics, and Delft Technical University.
Digital marketing is an emerging and lively scientific field that has become focus of much attention and a major topic for managers as well as scientists. RSM’s new chair in Digital Marketing is aimed at contributing to the production, application, valorisation, and dissemination of knowledge in digital marketing. The field addresses questions and challenges that are not tackled by traditional models and theoretical frameworks. Firms and consumers now increasingly rely on the internet, mobile technologies, wearable computing, and visual and speech recognition. There is also the issue of finding the balance between bricks-and-mortar shops and online stores, or allocating marketing budget between online channels and traditional channels such as newspapers, radio and TV.
In researching the field, Prof. Liberali has explored online advertising digital transformation, online experimentation methods, recommendation systems and website design.
Prof. Liberali says he intends to continue to partner with major organisations and companies in the Netherlands to solve thorny marketing problems in the online world. He will develop, apply and test machine-learning methods based on online data. “Consumers read, produce and share more data than ever, so digital technologies give marketers an enormous amount of very detailed data as well as unprecedented opportunities for online experimentation and testing. I expect to contribute to the business analytics and marketing analytics courses at RSM, helping to train marketing and management students to use machine learning methods to understand consumers and provide products that best fit their needs, in real time.”
His research has been published in Marketing Science, Management Science, International Journal Research in Marketing, European Journal of Operational Research and Sloan Management Review. He is co-editor of a special issue of the International Journal of Research in Marketing on marketing and innovation, co-chair of the first joint symposium between AMA and EMAC, and founder of the Erasmus Centre for Optimization of Digital Experiments. Gui is a reviewer for Marketing Science, Journal of Marketing Research and Management Science, and member of the Editorial Board of IJRM. He was awarded a two-year grant by the EU for his research into recommendation systems.
Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s top 10 business schools. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who can become a force for positive change by carrying their innovative mindset into a sustainable future. Our first-class range of bachelor, master, MBA, PhD and executive programmes encourage them to become critical, creative, caring and collaborative thinkers and doers. Study information and activities for future students, executives and alumni are also organised from the RSM office in Chengdu, China. www.rsm.nl
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