Full-Time MBA Program
                 
Imran's Perspective
"At a top research-based university such as the Merage School, I get to be at the cutting edge of my field. I also meet and am in frequent contact with other professors at the top of their fields. Additionally, I find that students here are motivated to get the very best education they can, which makes teaching that much more rewarding."
 
Vital Statistics
Name: Imran Currim, Chancellor’s Professor, Marketing
Degree: PhD, Stanford University
Website: http://web.merage.uci.edu/~currim
Areas of Expertise and Research Interests:
  • Marketing research
  • Customer choice
  • Design and marketing of products and services.
 
Competitive Analysis in the Classroom

Students get hands-on, real world experience in my classroom from a dynamic group marketing project that focuses on competitive analysis. Each student team picks an industry, two companies, products or service providers where one is more successful than the other. First, I have them tell me which company is doing better. Second, they have to tell me why that company is doing better.

Answering these questions involves analyses of customers, competitors, the industry, technology, government regulation, the environment, and a self analysis of both companies. It also includes an analysis of the marketing mix – products, services, advertising, distribution, sales promotions, and any other marketing-related activities. Once their research is complete, they present recommendations for each company, product, or service. Through these projects my students learn the latest information on about 80 companies each year. They also provide me with excellent examples that I share with future classes.
  MBA UCI Paul Merage School of Business
 

When I think about strong leaders, three qualities come to mind – vision, creativity or innovativeness, and an ability to inspire people."

  A Good Leader Inspires

When I think about strong leaders, three qualities come to mind – vision, creativity or innovativeness, and an ability to inspire people. For example, in business, leaders must be creative and innovative at coming up with products and services that customers will prefer over the competition, and pay a premium for. However, they cannot lead or achieve their goals unless they are able to inspire others in the company to share their vision.

Given the emergence of China on products, and India on services, a good leader will understand that it is particularly important for us to innovate and own the intellectual property. To me this is the key to maintaining and enhancing our standard of living.
 
On the Cutting Edge

At a top research-based university such as the Merage School, I get to be at the cutting edge of my field. I also meet and am in frequent contact with other professors at the top of their fields. Additionally, I find that students here are motivated to get the very best education they can, which makes teaching that much more rewarding.

My current research involves how customers make choices. I use scanner data at the household and store levels to determine the effects of brand names, prices, and promotions on customer choice, sales, and market shares. In addition, I am consulting with a Japanese trading company and an Israeli medical products company on the design and marketing of new products. These experiences are completely incorporated into my marketing core and marketing research classes at the Merage School.
  MBA UCI Paul Merage School of Business
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