Professor Bart’s research analyzes the impact of new digital technologies and social media on advertising effectiveness and competitive marketing strategies in various settings. Some of Yakov’s current work centers on understanding the role of soliciting and providing online product reviews, studying word-of-mouth spillover effects, and exploring the strategic implications of new business models (such as daily deals platforms) and new marketing communication tools (such as mobile advertising). Professor Bart has been teaching undergraduate, MBA and Executive Education courses in Marketing Management, Digital Marketing, Social Media Marketing, Market Driving Strategies, and Brand Management.
