Rice University Marketing Symposium Connects Researchers and Practitioners
On April 29-30, Rice University’s Jones School Marketing Club hosted the inaugural “Making Research Relevant” symposium in conjunction with TRC, a marketing research and consulting firm in Philadelphia. The gathering at the Jones Graduate School of Management in Houston represented a unique collaboration of practitioners and academics with a common goal of increasing the effectiveness of research by making it more relevant to decision-makers.
Presentations were given by Jones School faculty, Vikas Mittal, the J. Hugh Liedtke professor of Management-Marketing, and Distinguished Associate Professor of Marketing Paul Dholakia. Rajan Sambandam, TRC’s chief research officer, also presented.
Sessions, which focused on connecting research with business outcomes, included:
- Net Promoter Score: How valuable is it?
- Maximizing the Value of Research
- Financial Payoffs from Customer Satisfaction Measurement Programs
- Effects of Responding to Customer Satisfaction Surveys
This symposium provided an interactive forum for a diverse group of marketing leaders interested in better understanding their customers. Conference participants came from various industries including healthcare, telecommunications, banking, insurance, energy, and hospitality and represented companies like AIG, Amegy Bank, Baker Hughes, Blue Cross and Blue Shield, M.D. Anderson Cancer Center, Methodist Hospital, Schlumberger, Southwest Airlines, Texas Children's Hospital, The Health Museum of Houston, and Wyndham Worldwide.
The marketing club's president, Patrick Santangelo, class of ‘09, hopes the event will continue annually. He said of the symposium, “As a result of the collaboration, Rice MBAs will benefit from learning industry-based insights, invaluable networking with industry leaders, and being at the forefront of academic research. The business community will learn about the superb faculty and student body of the Jones school."