Unnati Narang

Unnati Narang

Assistant Professor of Business Administration and RC Evans Data Analytics Fellow

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Educational Background

  • Ph.D., Marketing, Mays Business School, Texas A&M University at Mays Business School, 2020
  • Masters of Commerce, Commerce, Delhi School of Economics, University of Delhi at Delhi School of Economics, 2012
  • Bachelor of Commerce, Commerce, Shri Ram College of Commerce, University of Delhi at Shri Ram College of Commerce, 2010

Positions Held

  • Assistant Professor of Business Administration, Business Administration, University of Illinois at Urbana-Champaign, 2020 to present

Recent Publications

  • Shankar, V., & Narang, U. (2020). Emerging Market Innovations: Unique and Differential Drivers, Practitioner Implications, and Research Agenda. Journal of the Academy of Marketing Science, Springer, 48 1030–1052.
  • Narang, U., & Shankar, V. (2019). Mobile App Introduction and Online and Offline Purchases and Product Returns. Marketing Science, INFORMS, 38 (5), 733-912.  link >

Teaching Interests

Marketing analytics

Research Interests

Mobile and Location Marketing, Mobility and Commuting, Retailing, Digital Platforms

Current Courses

  • Marketing Analytics (BADM 361) The recent growth in structured and unstructured data combined with sophisticated techniques for leveraging these data for decision-making, creates huge opportunities for marketers. This course introduces key concepts in marketing analytics and shows how analytics can help solve real-world marketing problems. Covered topics include data scraping, text analysis, data visualization, machine learning, causal and predictive models. Each technique is implemented using "mini cases" in R programming with unique datasets from a variety of marketing contexts.

  • Marketing Analytics (BADM 395) Special topics of interest to students majoring in Business Administration.

  • Advanced Marketing Management (BADM 420) Integrative study of methods and models for marketing decision-making; emphasizes the application of analytical tools and behavioral and quantitative models to marketing decision-making. Uses lectures, case studies and simulation exercises.

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