Skip to main content
Poole College of Management
Jenkins Master of Management
Marketing Analytics

Fangfei Gao

Assistant Professor of Marketing Analytics
fguo9@ncsu.edu

Courses Taught

MBA 562 Research Methods in Marketing
MBA 590 Pricing Strategy and Analytics in Marketing 

Areas of Expertise

  • Marketing Analytics
  • Consumer Behavior
  • Data-Driven Decision Making
  • Causal Inference in Marketing

Education

  • Ph.D., Marketing, Texas A&M University, 2022
  • M.S., Business Analytics and Project Management, University of Connecticut, 2014
  • B.A., Business Administration, University of International Business and Economics, 2013

Research Interests

My research focuses on understanding consumer behavior through advanced data-driven methodologies. I examine critical questions in retail and digital marketing, including the effectiveness of online shipping policies, multichannel product returns, and consumer engagement strategies on digital platforms. One of my recent studies on membership-based free shipping policies was published in the Journal of Marketing, where I analyzed the long-term impacts of such programs on customer loyalty and profitability.

Industry and Academic Contributions

Before transitioning into academia, I worked as a business intelligence and data analyst at IQVIA from 2015 to 2016. In that role, I developed customer surveys and conducted data analysis using regression and visualization techniques. This hands-on industry experience laid the foundation for my analytical and problem-solving approach in research and teaching.

I earned my Ph.D. in marketing from Texas A&M University’s Mays Business School, where I taught undergraduate strategic retailing and received the Dean’s Award for Outstanding Teaching in 2020. My teaching philosophy centers on linking theory and practice, helping students apply marketing concepts to real-world business problems.

At Poole College, I am developing and teaching MBA 562, Research Methods in Marketing, which emphasizes hands-on applications of marketing analytics. I also play an integral role in advancing the marketing analytics curriculum, ensuring that students gain practical experience with cutting-edge tools and techniques.

Student Engagement and Mentorship

I believe in connecting insights to action. In my classes, I encourage students to master both foundational marketing concepts and the latest analytical tools, such as machine learning and artificial intelligence, to prepare for careers in the rapidly evolving field of marketing analytics. My goal is to create an engaging and collaborative learning environment where students feel supported as they navigate this complex and rewarding discipline.

Why Poole College?

I chose Poole College because of its strong emphasis on integrating academic research with industry practice through analytics. This focus aligns perfectly with my passion for bridging theory and real-world applications in both my research and teaching. I also appreciate the opportunity to collaborate with distinguished faculty across multiple disciplines within the college.

Outside the Classroom

When I’m not teaching or conducting research, I enjoy exploring Raleigh with my husband, who also works in marketing analytics. I have a passion for traveling and learning about different cultures, which provides me with fresh perspectives and real-world examples to share with my students.