Xu Zhang

Assistant Professor of Marketing

BSc (Tsinghua) BA (Peking) PhD (Michigan)

Dr Xu Zhang is a marketing expert who specializes in developing effective marketing strategies for digital platform markets. She possesses extensive expertise in analyzing how information design and pricing can impact market efficiency, business profits and consumer welfare. With a global reach, she collaborates with companies across various industries, including healthcare, freelance, e-commerce, online travel, and NFT. Her work has been published in leading journals such as Journal of Marketing Research and Marketing Science. She serves on the editorial board of Marketing Science. 

Xu is currently teaching Digital Marketing courses within the Executive MBA, MBA, and other master programs at LBS. She has previously taught Empirical Marketing Models and Marketing core at LBS, and Applied Microeconomics at the University of Michigan. Her teaching skills were recognized by Poets & Quants as one of the Best 40-Under-40 MBA professors in 2023 and being a runner-up for LBS's Best Teacher Award in MiM 2021. Additionally, Xu has been interviewed by leading media outlets such as BBC and the Economist. 

Xu holds a PhD degree in Business Economics from the University of Michigan, an MS in Economics from UC Davis, a BS in Engineering from Tsinghua University, and dual BA in Economics from Peking University. 

Xu talks about her research on TV advertising and online sales. Click here to read the paper.

  • ISMS Early Career Scholars Camp Fellow, Duke University 2023
  • Poets & Quants’ Best 40-Under-40 Business School Professors 2023
  • Best Teacher Award for MiM (Runner-up), London Business School 2021
  • 47th Haring Symposium Fellow, Indiana University 2017
  • Flamholtz Award for Academic Excellence, University of Michigan 2016
  • INFORMS Marketing Science Doctoral Consortium Fellow 2016
  • Neary Award for Academic Excellence, University of Michigan 2015
  • University of Michigan Rackham 3MT Competition Finalist, University of Michigan 2015
  • Katherine Terrell Award for Best Paper, University of Michigan 2013

  • Digital Platforms
  • Information Design
  • Bargaining
  • Pricing


TV advertising and online sales: a case study of intertemporal subsitution effects for an online travel platform

Lambrecht A; Tucker C; Zhang X

Journal of Marketing Research 2023 In Press


'Meet Me Halfway': The Costs and Benefits of Bargaining

Zhang X; Manchanda P; Chu J

Marketing Science 2021 Vol 40:6 p 1009-1216


Brighter prospects? Assessing the franchise advantage using census data

Lafontaine F; Zapletal M; Zhang X

Journal of Economics and Management Strategy 2019 Summer Vol 28:2 p 175-197


Gender disparity in online reputation: evidence from an online freelance platform

Bairathi M; Lambrecht A; Zhang X

Social Sciences Research Network


The Value of Platform Endorsement

Bairathi M; Zhang X; Lambrecht A

Social Sciences Research Network


Online Healthcare Platform Evolution: The Interplay of Bargaining and Network Effects

Zhang X; Chu J; Manchanda P

Social Sciences Research Network

Teaching portfolio

Our teaching offering is updated annually. Faculty and programme material are subject to change.


  • Masters Degrees electives

    Optional courses providing a deep dive into specialist areas.

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    • Digital Marketing
      The Digital Marketing course is based on the premise that creating value through marketing in the digital age is fundamentally different. The main difference from the conventional view of marketing, where the unit of analysis is a firm or a consumer, is that in digital marketing, the unit of analysis is the network. These networks include advertising, social, and buyer-seller networks. The course's pedagogical style spans both "thinking" and "doing." On the thinking front, we will use lectures, guest speakers, and case discussions. And on the doing front, we will conduct in-class exercises and online simulations to give you hands-on experience to grow your business. This course is valuable for students interested in Marketing, Technology, Consulting, Finance (tech industry), VC/PE, and Entrepreneurship. It aims to equip you with the knowledge and skills you need to succeed in the digital era.
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  • PhD courses

    The first step to academic excellence.

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