Harsharanjeet Jagpal

Harsharanjeet Jagpal The Science of Marketing

Prof. Jagpal’s marketing course is unlike the ones taught at most EMBA programs in that his course adopts a rigorous and scientific approach to marketing.  It is taught in the second year of the program, and is, for all practical purposes, one of the capstone courses in the curriculum.  Marketing with Prof. Jagpal is a high-powered experience--he is the recipient of several Teaching Excellence awards. His course specializes in uncertainty, and he synthesizes microeconomics, finance, statistics and macroeconomics into his marketing strategy course.

Prof. Jagpal’s research credentials are indeed formidable. Prof. Harry Markowitz, Nobel prizewinner in economics and inventor of the modern portfolio theory, concludes that Prof. Jagpal’s Marketing Strategy and Uncertainty, Oxford University Press, New York, 1999, is "a pioneering book that moves us forward towards a detailed, integrated theory of the firm."

Dr. Donald G. Morrison, William E. Leonard Professor, UCLA, founding editor of Marketing Science and former Editor-in-Chief of Management Science concludes, “The author [Jagpal] has done an excellent job of integrating the relevant economic and finance theories into an overall theory of marketing…A major contribution.”

From Stanford University, Prof. David G. Luenberger, Chairperson of the Department of Engineering Economic Systems and Operations Research (EESOR) writes: “I consider the book to be excellent…It is different, clear, and right on the mark in terms of substance…Jagpal is obviously a clear thinker… and has tremendous depth behind what he puts on the page.”

Equal praise, from the business sector, comes from John A. Greco, CEO, Yellow Pages,  Inc., and a former student: “It is essential that marketing professionals and students have the opportunity to deal with the realistic business analysis processes treated by Dr. Jagpal…I was particularly impressed with how Dr. Jagpal successfully separated, with surgical precision, the theory from the mathematical support.”

Daniel D. Lynn, CEO, Digital Grit, and former EMBA student: “He…challenges the executive to be analytical and to make the right decisions for the right reasons… Any manager who wants to make smart, fact-based decisions will feel the same.”

Given Prof. Jagpal’s reputation, one typically finds several EMBA alumni re-visiting his course every semester to glean some of his latest insights on marketing.

A student view of Prof. Jagpal:

“I am a marketing executive at a Fortune 500 company and I thought I knew everything about marketing.......until I had Prof. Jagpal’s course. What an eye-opener that was! Incorporating microeconomics, statistics and finance into a theoretically rigorous framework allows me to do real marketing research now.   In fact, after the Rutgers marketing course with Prof. Jagpal, I am very skeptical of any marketing study that does not rigorously incorporate the role of market uncertainty in the underlying analysis.”