Tito Grillo, PhD, University of Texas at Austin

Contact

Assistant Professor, Alberta School of Business - Marketing, Business Economics and Law

Email: grillo@ualberta.ca
Phone: (780) 492-7720
Address: 2-32F Business Building
11203 Saskatchewan Drive NW

Edmonton AB

T6G 2R6

Overview

Area of Study / Keywords

Consumer Psychology Marketing Analytical Methods

Research

I tend to see consumer behavior as the interplay between things consumers learned while growing up, things that (as humans) consumers are hardwired to do, and the stimuli they find while navigating our modern world. In general, behavioral tendencies are very functional—we systematically adopt behaviors that have been rewarded while we were growing up, and our most fundamental natural tendencies tend to exist because they helped our ancestors survive. The twist is that many of the modern world stimuli (e.g., money, technology) are not part of consumers’ early life experiences, and certainly were not part of the lives of our ancestors. My research tries to understand what happens when old learned and “programmed” tendencies meet these new stimuli.

Teaching

Currently teaching Advanced Marketing Analytics (6-week lab-based course focused on data wrangling and drinking coffee).

Upcoming (2025):

Marketing Analytics (Winter): Undergraduate level course focused on the relevant methodological aspects of data analysis in marketing. Topics covered include data collection methods such as experiments, statistical modeling such as different types of regression, and algorithms employed to analyze consumer data such as decision trees and clustering techniques.

Advanced Marketing Analytics (Spring, 6 weeks): No lectures in this undergraduate level course, only hands-on problem-solving. Basically, each class involves new data and a set of challenges for us to solve. Students also receive a budget to conduct and analyze their own experiments during the course. Classes may involve going to coffee shops and ordering pizza. Limited spots.

Research Methodology in Marketing (Winter): PhD seminar on quantitative methods employed in academic research in marketing and consumer psychology.

All my courses involve learning and practicing techniques employed to analyze quantitative data and use R as the primary data analysis software. Other coding software (e.g., Python, Stata) can also be used and students are more than welcome to use them in class if they prefer them over R. Menu-based software like SPSS are not recommended.

Courses

MARK 312 - Marketing Analytics

Students are introduced to the scientific process of transforming data into insight for making better marketing decisions. Topics include: data-driven problem solving; design of surveys, focus groups, and experiments; analytical techniques for primary, secondary, and qualitative data; and machine learning basics. The course is taught as an end-to-end process, starting from problem framing, data collection, method selection, model building, and deployment. Applies Excel and open-source data analysis software. Advanced students can build on this course to prepare for taking the INFORMS CAP (Certified Analytics Professional) Exam. Prerequisite: MARK 301.

Winter Term 2025

MARK 710 - Research Methodology in Marketing

The nature of scientific inquiry and its relevance and application to research in marketing. The development and testing of marketing theory. Marketing measurement methodology. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of the Business PhD Program Director is also required for non-PhD students. Students may not receive credit for both MARK 701 and 710.

Winter Term 2025

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