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Günter J. Hitsch studies quantitative marketing and industrial organization. His research interests include dynamic models of firm and consumer decision-making with a specific focus on dynamic advertising, pricing, sequential experimentation, and consumer discount factor estimation. His recent research focuses on the application and development of ideas from the machine learning and causal inference literatures in marketing and industrial organization, including customer-targeting and optimal pricing. His research also focuses on understanding the structure of the U.S. retail industry, with a specific focus on pricing and promotion setting.

Hitsch's research has been widely published and he has been invited to give talks at the University of California at Berkeley, Harvard University, Stanford University, Columbia University, Yale University, Northwestern University, and the Massachusetts Institute of Technology.

He is the recipient of two Kilts Center Fellowships, a True North Communications Inc. Scholarship, and a Fellowship from the Ministry of Science in Austria. Hitsch is a member of the American Economic Association, American Marketing Association, the Econometric Society, and INFORMS.

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

Hitsch enjoys skiing, cooking, 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

2020 - 2021 Course Schedule

Number Course Title Quarter
37904 Advanced Quantitative Marketing 2021 (Winter)
37803 Data Driven Marketing 2020 (Autumn)
37803 Data Driven Marketing 2021 (Summer)
37105 Data Science for Marketing Decision Making 2020 (Autumn)
37103 Data-Driven Marketing 2021 (Spring)
37601 Marketing Workshop 2020 (Autumn)

2020 - 2021 Executive Education Schedule

  Program Title  
  Leading with Data and Analytics Learn More