Teaching

KOEN H. PAUWELS, Associate Professor of Business Administration

TEACHING

My teaching integrates research expertise in long-term marketing productivity with engaging the student in a dual experience as both manager and customer. Together, we focus on setting clear goals that are challenging but attainable, and discuss and apply marketing tools that help us address complex, real-life management problems.

Statistics for Managers

Course Objectives:

The purpose of this course is to provide you with a strong background in statistical principles. Our emphasis will be on learning how to be an intelligent "consumer" of statistics, rather than on how to become a statistician. The successful student will finish this course with an ability to effectively evaluate and act upon statistical reports and data relating to applications in business. In addition, you will become skilled in actually performing certain standart statistical analyses.

Ethics in Action, Business Ethics - 2nd Year Tuck MBA Elective

Class Summary & Objectives:

Health Care Advertising: Information vs. Persuasion

In the 1980's, fear-based advertising of a costly medical treatment offering prophylactic relief from a baby disease resulted in an outcry against the improper use of this commercial technique. The incident served to prompt discussion regarding advertising's purpose in markets —to convey information, or persuade—, and what kind of needs it was meant to appeal to—real, or artificial.

We discuss the particulars of the case and explore the various ethical issues raised by the ensuing debates.