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Venkatesan, Rajkumar

Biography: Professor of Business Administration Rajkumar Venkatesan teaches First Year "Marketing" and "Marketing Analytics" at Darden. Venkatesan's research focuses on developing customer-centric marketing strategies that provide measurable financial results. In his research, he aims to balance quantitative rigor and strategic relevance.

Venkatesan's research has appeared in several journals including Journal of MarketingJournal of Marketing ResearchMarketing Science and theHarvard Business Review. Many of his research publications have been recognized with prestigious awards such as the Don Lehmann Award for the best dissertation-based article published in the Journal of Marketing and Journal of Marketing Research, the MSI Alden G. Clayton Award for the best marketing dissertation proposal and the ISBM Outstanding Dissertation Proposal Award. He was recently selected as one of the top 20 rising young scholars in marketing by the Marketing Science Institute. He has consulted with firms in the technology, retailing and pharmaceutical industries on their marketing analytics initiatives. For his work with IBM, he was recognized as one of the three finalists worldwide for the Informs Practice Prize Competition.

Before coming to Darden, Venkatesan taught database marketing, marketing research and quantitative marketing models to graduate students at the University of Connecticut. There, he was the recipient of the MBA Teacher of the Year Award. He received his PhD in marketing from the University of Houston and his BE in computer engineering from the University of Madras. 

Darden First-Year Marketing Course

Marketing Analytics Course Elective

Marketing Analytics Course Website

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Absolut Vodka: The Spirit of a Brand

This case is used in Darden's core Marketing course and in the Pricing elective. It would work well in course modules covering the topics of branding or product line management. A teaching note is available for instructors. Soon after Pernod Ricard acquires Absolut vodka and other brands, the economic downturn results in changes in purchasing behavior away from premium to standard products. Brand ...

Cardagin: Local Mobile Rewards

Cardagin, a new start-up in the increasingly competitive space of consumer/merchant apps for smartphones, is reaching an inflection point: decisions it makes at this stage can determine whether it becomes a national presence or an also-ran. The CEO needs to demonstrate the value of Cardagin's service to retailers and consumers in compelling ways. The case provides students an opportunity to analyz ...

Catalina Marketing Corporation: Developing a Retailer Value Proposition

This case tracks the relationship between Catalina, a provider of customized coupons for consumer packaged goods manufacturers, and the Meijer Stores supermarket chain. An optional instructor-only multimedia product is available featuring top company executives talking about the co-creation of this new product with a major customer. Class discussion centers on the challenges of executing a co-crea ...

Cluster Analysis for Segmentation

This note is designed for use in an MBA marketing research course. It provides an overview of segmentation using K-means clustering. A simple algorithm for K-means clustering and the process of profiling clusters are provided. The note discusses the need for segmentation in marketing and emphasizes the role of managerial judgment in choosing a segmentation policy. Examples from the insurance indus ...

Design of Price and Advertising Elasticity Models

The marketing mix that a manager may deploy can affect the sales of a product and can be categorized under the traditional four Ps of marketing (product, price, promotion, and placement). But the perennial question managers face concerns the combination of these different marketing mix variables that will give them maximized sales, highest share, lowest inventory, or maximized margins. Quite often ...

Designing Marketing Experiments

This technical note is used in Darden's first-year core marketing course as well as in the marketing analytics elective. It could also be used effectively in modules covering the topics of market research, web analytics, or advertising. The note pairs well with the case "Advertising Experiments at the Ohio Art Company" (UVA-M-0752), which includes a student spreadsheet and a teaching note for inst ...

Logistic Regression

This technical note presents the reason for using a binomial logic regression in marketing applications. It is used in Darden's "Big Data in Marketing" course elective. The issues surrounding the use of a linear regression model when the dependent variable is a dummy variable are identified. A consumer-utility-based behavioral rationale is presented for the applicability of the binomial logistic r ...

Multiple Regression and Marketing-Mix Models

In this technical note, the concept of regression using a single independent variable is first introduced and then some of the practical challenges associated with it, including multiple independent variables in a regression, are discussed. Particular attention is paid to bias in the regression coefficients in the presence of omitted variables. The concept of the economic significance of a model ...

Netflix Inc.: DVD Wars

Netflix pioneered the online video rental industry and developed a successful business model that effectively managed customer acquisition, retention, and lifetime value. Blockbuster Video intends to slow Netflix's growth by launching an online rental program that appears to be seamlessly integrated with its huge network of offline video stores. Will Blockbuster's multichannel program hurt Netflix ...

Netflix: The Customer Strikes Back

A financial analyst is asked to appraise the value of Netflix stock at a time of unprecedented turmoil for the company. This case introduces customer lifetime value (CLV) as a useful metric for subscription-based businesses. ...

Paid Search Advertising

This note provides a primer on paid search advertising, which is an important component of digital marketing. The mechanics of paid search is explained using the Google search engine platform. The note covers metrics for evaluating the performance of paid search, the strategic objective of paid search, the relationship between customer lifetime value and search ads, how to overcome sparse data pro ...

Segmentation at Sticks Kebob Shop

This case is used in the Marketing Analytics elective at Darden. A Sticks executive team is interested in opening a second quick-service restaurant in Richmond, Virginia. But before doing so, the team wanted to gain a better sense of who were Sticks' customers, which location would attract the best customers, and how to best connect with customers. An opportunity to gather survey data presented it ...
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