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Harald Van Heerde is a Research Professor of Marketing at the University of New South Wales in Sydney. He specializes in econometric models that improve marketing decision-making. His research interests encompass measuring sales effects of marketing mix, new media, loyalty programs, brand strategies, brand equity, electronic word-of-mouth, retailing, attribution modeling, customer acquisition, mobile engagement, and entertainment marketing. He is a prolific contributor to top marketing journals, including the Journal of Marketing and Journal of Marketing Research, and has received multiple awards for his impactful papers. Van Heerde has attracted significant research funding totaling AU$2 million, and he has consulted with leading firms such as Unilever and Edeka. His teaching experience spans numerous courses in research methods, marketing analytics, and econometrics, aiming to equip students with the skills to harness big data for effective organizational decision-making. He holds a Ph.D. in Economics from the University of Groningen and has held various editorial roles in prestigious marketing journals, underscoring his influence and contribution to the field.
University of New South Wales • Sydney, Australia
Leads research in marketing decision-making using econometric methods.
Massey University • Auckland, New Zealand
Developed and taught courses in marketing analytics.
Tilburg University • Tilburg, Netherlands
Taught courses on marketing models and research.
Includes Business Intelligence, Enterprise Systems, and Cybersecurity Management streams.