Professor Dr. Guenter Hitsch

Biography

Günter J. Hitsch is a professor at the University of Chicago Booth School of Business, holding the Kilts Family Professorship in Marketing. He specializes in quantitative marketing and industrial organization, focusing on dynamic models of firm and consumer decision-making, particularly in the areas of advertising, pricing, and sequential learning. His research incorporates causal inference and machine learning applications to improve optimal customer targeting and pricing strategies. Hitsch has served as Co-Editor of the Journal of Quantitative Marketing and Economics and as Associate Editor for Marketing Science and Management Science. His work has been published in prestigious journals, including the American Economic Review, Econometrica, and the RAND Journal of Economics. He earned his undergraduate degree from the University of Vienna in 1995, followed by master's degrees in economics in 1997 and 1998, and a PhD in economics from Yale University in 2001. He has been part of the Chicago Booth faculty since then. Outside of academia, Hitsch enjoys skiing and is a fan of chocolate, literature, and classical music. He emphasizes to students that good marketing is not about fluff but grounded in solid economic principles.

Research Interests

Courses