UC Berkeley's: Pricing

for Profitability in the Information Age

About the Pricing Program Faculty

Pricing brings together the fields of human behavior, mathematics, economics, and business strategy. The Pricing Program at UC Berkeley’s Center for Executive Education is taught by leading experts whose research has been augmented and refined by years of consultative experience in industry. The faculty have won numerous teaching awards.

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Teck-Hua Ho is the William Halford, Jr. Family Professor of Marketing at the Haas School of Business, University of California, Berkeley. He is currently the chair of the marketing faculty group and director of the Asia Business Center there. From 2004-2006, Teck also served as the Associate Dean of Academic Affairs and is currently an elected member of the Policy and Planning Committee at the Haas School of Business.

Teck's professional leadership includes roles as Departmental Editor of Management Science, Area Editor of Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics.  Publishing extensively in leading marketing and economics journals, Teck is one of the most cited authors in the marketing field. His research has appeared in the American Economic Review, Econometrica, Journal of Consumer Research, Journal of Economic Theory, Journal of Marketing Research, Marketing Science, Management Science, and Quarterly Journal of Economics and he has been funded by the National Science Foundation for his innovative research in experimental and behavioral economics from 1995 to the present. Two of Teck’s research papers received honorable mentions for the prestigious John D.C. Little Best Paper Award in 2006 and Paul Green Best Paper Award in 2005 respectively.

Teck earned his Ph.D. from the Wharton School at the University of Pennsylvania in 1993 and became a tenured professor there in 1999. In 2002, he relocated to UC Berkeley, where he has been teaching a highly popular MBA elective called “Strategic Pricing” and is the faculty director of several executive education programs in marketing and advanced management. He won the Best Teacher of the Year Award three years in a row.  His recent consulting clients include Autodesk, Boston Scientific, Campbell’s, eBay, HP, QuickLogic, and Security Network of America.

Dr. Teck Ho Brings his love of teaching to the classroom

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Randolph E. Bucklin is the Peter W. Mullin Professor at the UCLA Anderson School, where he has been on the faculty since 1988. He holds a Ph.D. in Business (Marketing) and an M.S. in Statistics from Stanford University and an A.B. in Economics from Harvard University.

Professor Bucklin’s research interests are in the quantitative analysis of customer purchase behavior. He specializes in choice models using historical records of customer transactions from scanner and Internet data. Using these models, he studies how customers respond to changes in marketing activity (e.g., advertising, price, promotions, distribution), how customers are segmented in their behavior, and how rival brands and stores compete. He has extensively studied customer behavior in variety of retail settings, including consumer packaged goods, automotive markets, and e-commerce. His work has been published widely in the leading academic marketing journals and several of his articles have received awards.

Professor Bucklin currently serves as co-editor-in-chief of Marketing Letters. He also serves on the editorial boards of the Journal of Marketing Research, Marketing Science, and the International Journal of Research in Marketing.

At UCLA, he teaches courses in pricing, sales and channel management, and marketing management in the MBA programs. He offers a doctoral seminar on Internet marketing models and advises PhD students, chairing seven dissertations to date. He has received five awards for teaching excellence at UCLA, including the Neidorf "Decade" Teaching Award (2001). Professor Bucklin served as chair of the UCLA Marketing faculty for six years, from 2000-04 and 2005-07.

Professor Bucklin has worked as a consultant at Bain & Company and as a business journalist for The Washington Post. In his current consulting practice, Professor Bucklin helps companies use quantitative tools to improve marketing decision-making. His clients have included Graphics Controls Corporation, Johnson & Johnson, Baxter Healthcare, Hughes Electronics, Qualcomm, Brentwood Associates, and WPP Group. He has also served as an expert witness in a variety of legal matters involving marketing practices and damages estimation.

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Terry Taylor is an associate professor in the Haas School of Business. Prior to his position at Berkeley, Terry was a professor at Columbia University’s Graduate School of Business and Dartmouth’s Tuck School of Business. Prior to his academic career, Terry was a consultant for McKinsey & Company. He received his Ph.D. and B.S. from Stanford University. 

Terry’s research interests include contracting and coordination in distribution channels, the marketing/manufacturing interface, and operations management.  His work has explored the role of on-going relationships in supply chains, contract renegotiation, outsourcing, forecasting, and product line design. He has consulted on marketing and/or operational issues in the retail, high-tech, banking, and telecommunications industries. He is an associate editor for Manufacturing and Service Operations Management, Operations Research, and Production and Operations Management. Terry received Columbia Business School Dean’s Award for Teaching Excellence in 2003. He received the UC Berkeley Cheit Award for Excellence in Teaching in 2009.  Each year students select one recipient of this award from the full-time MBA program.

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Ms. Lopez has over 15 years of experience leading the development and implementation of business strategy. She came to Remedy Interactive from a healthcare strategy consulting firm, where she worked with leading health systems and managed care organizations to develop strategic plans, new product development strategies, cost reduction plans and product pricing models. Previously as the CEO and Executive Director of the National Association for Women's Health (NAWH), she spent five years developing alliances with partners across the country, including large Federal agencies such as the NIH and the CDC. Ms. Lopez is a graduate of the Kellogg Graduate School of Business, Northwestern University. She received her bachelor from the University of California, Berkeley.

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Mark has over 20 years of experience in the high tech industry and has focused on pricing since establishing Autodesk’s corporate pricing function in 2003. In this role, he established pricing frameworks, analytics and the pricing committee process. Particular focus areas included a shift to a software subscription model and the creation of an emerging markets pricing strategy. Previous roles included sales finance, corporate accounting and ERP system implementations. Prior to joining Autodesk, Mark worked in the South Bay for Sun Microsystems. Mark earned his MBA from the University of Utah.