Dr. Hurrem Colloquium on Co-promotions

In the final faculty colloquium of the fall 2016 semester, Dr. Hurrem Yilmaz, chair of the Department of Marketing at the American University of Ras Al Khaimah, delivered a talk titled “The Effects of Centrality and Distinctiveness on the Usage of Co-promotions”.

In the talk, Dr. Hurrem discussed her latest research which investigates “the effect of usage-situation-schema in relation to co-promotions,” putting forward a proposed model of “how consumers evaluate co-promotional coupons.”

Dr. Hurrem, who joined AURAK this semester, holds a Bachelor of Arts in Psychology and an MBA, both from Bogazici University, Turkey, and a Ph.D. in Management Science from the Naveen Jindal School of Management at the University of Texas at Dallas, U.S. She has around 15 years of teaching experience in the U.S. and Turkey. At present, Dr. Hurrem teaches Principles of Marketing, Integrated Marketing Communications, and Marketing Management at AURAK.

Prior to academia, Dr. Hurrem worked as a marketing research director in the advertising industry and as a sales manager in retailing. She studies social interactions and marketing strategies, while her research covers industries such as consumer goods and social media, and functional areas such as product development, promotions, and crisis management. Her work combines theoretical and empirical methods, aiming to understand the root cause of market phenomena and to derive optimal strategy recommendations.