Coronavirus Updates


Günter J. Hitsch is the Kilts Family Professor of Marketing at the University of Chicago Booth School of Business.  

He studies quantitative marketing and industrial organization. His research interests include dynamic models of firm and consumer decision-making with a specific focus on advertising, pricing, sequential learning and experimentation, and intertemporal consumer choice. His research also focuses on the application of causal inference and machine learning to applications that include optimal customer-targeting and pricing. His research aims to provide generalizable results that apply beyond specific case studies and serve as inputs for both the decision-making of marketing practitioners and academic research.

Hitsch is a Co-Editor of the Journal of Quantitative Marketing and Economics and an Associate Editor at Marketing Science and Management Science. His research has been published in the American Economic Review, Econometrica, the Journal of Quantitative Marketing and Economics, Management Science, Marketing Science, and the RAND Journal of Economics.

He earned an undergraduate degree from the University of Vienna in 1995, master's degrees in economics in 1997 and 1998, and a PhD in economics in 2001 from Yale University. He joined the Chicago Booth faculty in 2001.

Hitsch is an avid skier, and during his free time he enjoys chocolate, literature, and classical music. He wants his students to learn that "good marketing isn't fluffy."

Research Interests

Quantitative marketing and industrial organization; empirical models of consumer choice and competition; economics and marketing of new products; economics of dating and marriage markets.

Academic Areas

  • Marketing

Selected Publications

Working Papers

2023 - 2024 Course Schedule

Number Course Title Quarter
37904 Advanced Quantitative Marketing 2024 (Winter)
37103 Data-Driven Marketing 2024 (Spring)
37905 Marketing Literature Seminar 2024 (Winter)

Get Insights from Guenter J. Hitsch in Chicago Booth Review