Skip to main content
Jose Domingo Mora

faculty

José Domingo Mora, PhD

Associate Professor

Management & Marketing

Curriculum Vitae

Contact

508-999-8955

inrdcnlhmfn-lnq`?tl`rrc-dct

Charlton College of Business 219

Education

2010Simon Fraser UniversityPhD in Marketing
1995University of Southern CaliforniaMA in Communication Management
1992Universidad Central de VenezuelaBS Communication, BS Biology

Teaching

  • Marketing strategy
  • Advertising
  • Marketing research
  • Promotional strategy
  • Principles of marketing

Programs

Courses

What is advertising, how it is developed, how it is delivered and how is its effectiveness assessed. The course reviews both digital media and the expanding possibilities for legacy media, as well as the state-of-the-art in persuasion and advertising research, including neuromarketing, data mining, experimental methods and artificial intelligence.

What is advertising, how it is developed, how it is delivered and how is its effectiveness assessed. The course reviews both digital media and the expanding possibilities for legacy media, as well as the state-of-the-art in persuasion and advertising research, including neuromarketing, data mining, experimental methods and artificial intelligence.

This course seeks to develop an advanced understanding of how marketing strategy is created and implemented. It aims to provide conceptual tools to help students become a marketing team member or interact with marketers in an effective manner. Lecture and discussion materials include case studies and readings on technology firms, advanced research techniques, uses of artificial intelligence in research and decision-making, ethics and sustainability in marketing practice.

This course seeks to develop an advanced understanding of how marketing strategy is created and implemented. It aims to provide conceptual tools to help students become a marketing team member or interact with marketers in an effective manner. Lecture and discussion materials include case studies and readings on technology firms, advanced research techniques, uses of artificial intelligence in research and decision-making, ethics and sustainability in marketing practice.

Online and Continuing Education Courses

An examination of consumer psychology and behavior in marketplace contexts. The course explores how consumers process information, make decisions, form attitudes, and are influenced and persuaded by marketing activities. Emphasis is placed on applying consumer behavior theories and research to understand consumer decision making, and develop effective marketing strategies through collaborative projects.

What is advertising, how it is developed, how it is delivered and how is its effectiveness assessed. The course reviews both digital media and the expanding possibilities for legacy media, as well as the state-of-the-art in persuasion and advertising research, including neuromarketing, data mining, experimental methods and artificial intelligence.

Register for this course

Research

Research interests

  • Marketing communication
  • Social context of exposure and consumption
  • Social influence and group behavior
  • Statistical modeling of consumer behavior

Select publications

See curriculum vitae for more publications

José-Domingo Mora, PhD is an associate professor at UMass Dartmouth. His scholarship encompasses advertising and consumer behavior using statistical modelling and surveys. He is interested in how being with others shapes responses to advertisements, choice, amount and variety of consumption, and the consumption experience. Dr. Mora came to academia after almost 15 years of industry experience in television audience research, media agencies and broadcast television, as well as public affairs in the oil industry, and new product development with P&G. His research has been published in the International Journal of Consumer Research, Journal of Advertising Research, Annals of Tourism Research, and the International Journal of Advertising, among other prestigious outlets.