Shaping the Next Generation: Dr. Masoud Moradi

by Valerie Figueroa

The McCoy College of Business has a commitment to cultivating the next generation of business leaders that is reflected in its successful alumni and the faculty central to their development. Associate professor of marketing Dr. Masoud Moradi is a testament to the college’s dedication to this mission.

Dr. Moradi is on track to building a lasting legacy, combining his computer science and data analytics background to develop innovative marketing approaches.

His academic journey began at Sharif University of Technology, where he earned a B.S. in Computer Science and an MBA. He then received a Ph.D. in Marketing from Texas Tech University.

Before his move to academia, he worked as a marketing expert and data analyst, integrating big data into customer relationship management (CRM) processes and leveraging programming to solve complex business challenges.

“My move to academia was all about bridging the gap between theory and practice,” he said. “When I was in the industry, I noticed that while analytics provided some powerful tools, a lot of questions about customer behavior, strategy, and long-term effects needed deeper exploration.”

Dr. Moradi says academia was the ideal environment to “tackle these challenges.” His industry experience, combined with his research and a curriculum designed to help students build advanced skills, outlines his approach, enabling him to enrich the classroom with practical insights while advancing research.

When Dr. Moradi joined Texas State University in 2018, he was impressed by the faculty's groundbreaking research. Their focus on “cutting-edge and impactful projects” underscored the university’s forward-thinking and ambitious culture, reinforced by its drive to achieve R1 status. The institution’s emphasis on teaching excellence and its supportive environment provided the perfect balance for pursuing meaningful research while delivering high-quality education.

“Altogether, with such a vibrant academic community, Texas State felt like the perfect fit for my career goals.”

Dr. Moradi’s background gives him a unique perspective on marketing that is deeply rooted in data-driven solutions. He blends technology and strategy by leveraging advanced technologies, including generative AI, to address business challenges such as trend prediction and customer behavior analysis. This approach shapes his curriculum, particularly in courses like Python for Marketing Analytics, where students gain hands-on experience with industry-relevant tools.

“My teaching approach is all about three main things: keeping it clear, keeping students engaged, and staying flexible,” he said. “Whether I’m explaining advanced analytics or adapting to what my students need, I always aim to create an environment that’s both supportive and intellectually exciting.”

Dr. Moradi’s teaching style has earned praise from students, who appreciate his ability to simplify complex topics and make them highly relevant.

“I use Kolb’s experiential learning model to break down complex topics in a way that makes sense to students—basically, I take them through hands-on activities, encourage reflection, link it all back to theory, and then test things out in real-world scenarios.”

In his Python for Marketing Analytics course, Moradi said he designs hands-on tutorials that guide students from foundational coding techniques to advanced concepts like AI-driven predictive modeling. By working with real-world datasets and addressing industry-relevant challenges, he ensures students gain not only technical expertise but also the strategic mindset needed to apply these skills effectively. This practical, immersive approach has “consistently resonated with his students.”

His adaptability was especially evident during the pandemic when he redesigned courses with interactive digital tools and video modules to maintain academic interest in a virtual environment.

Dr. Moradi’s teaching journey at Texas State began with marketing research, which laid the foundation for his focus on “data-driven decision-making in the classroom.” Over time, he transitioned into graduate-level courses such as Marketing Analytics and Python for Marketing Analytics, which are components of the Master’s in Marketing Research and Analysis program.

“These courses are all about applying data to solve real business problems, which ties directly to my research on analytics-driven strategies,” he said. “Bringing what I learn in my research into the classroom lets students see how these data-driven techniques actually work in real life.”

Dr. Moradi says teaching allows him to stay closely connected to emerging trends and challenges in analytics, “which often inspires new research ideas.” This continuous exchange between the classroom and his research ensures that both remain relevant and impactful, aligned with the rapidly evolving demands of the marketing industry.

Dr. Moradi’s focus on advanced topics like big data analytics, machine learning, and predictive modeling combined with hands-on learning in the classroom has earned him recognition for his excellence in teaching with multiple awards, including the Presidential Distinction Award for Teaching in 2021 and Outstanding Graduate Faculty for McCoy College in 2024.

His research interests include marketing strategy, digital marketing, and big data analytics. Dr. Moradi's work explores how technologies like AI and machine learning transform marketing practices.

“Big data and machine learning are changing the game in marketing, totally transforming how businesses understand and connect with consumers.”

Dr. Moradi notes these advanced technologies enable hyper-personalization, real-time predictive insights, and more efficient marketing strategies, creating endless opportunities for advancement in the field.

In his research on crowdfunding, for example, AI predictive models have proven effective in enhancing campaign outcomes and refining audience targeting. However, as machine learning becomes integral to marketing, it raises concerns about data privacy, algorithm transparency, and ethical AI.

“Moving forward, the future of marketing is going to be about finding a balance between pushing the tech forward and making sure we’re being responsible—building trust and creating long-term value for both businesses and their customers.”

Earning tenure at Texas State University in September 2024 marked a significant milestone in Dr. Moradi’s career, capping off a year filled with remarkable achievements. Among his accolades, he received the prestigious Gary V. Woods Research Award and was honored as Outstanding Graduate Faculty for the Master’s in Marketing Research and Analysis program.

What makes these accomplishments even more meaningful for Dr. Moradi is witnessing the success of his students. One of his students was accepted into a highly competitive Ph.D. program, while another advanced to a leadership position in analytics.

“Moments like these are what make this journey so rewarding and remind me why I love doing this.”

Reflecting on a continuously evolving marketing landscape, Dr. Moradi offers valuable advice to students aiming to leave their mark in the marketing industry. He encourages students to stay curious about emerging AI trends and continuously refine their expertise through certifications, practical projects, and research.

“The key to success is blending AI-driven insights with solid critical thinking to make smart, data-driven decisions that deliver real value in a competitive market.”

Dr. Moradi envisions the future of marketing education as a balance between technical expertise and strategic thinking. McCoy College embodies this vision through its specialized master’s programs in marketing research, accounting, information systems, and finance, all emphasizing applied learning and data-driven decision-making.

The launch of the doctor of business administration (DBA) program further highlights McCoy College’s commitment to innovation, interdisciplinary collaboration, and real-world impact.

“As the Director of the upcoming DBA program, I’m excited to build a curriculum that dives into transformative topics like AI-driven strategies, advanced analytics, and data privacy—making sure graduates are ready to connect technology with strategy effectively.”

Dr. Moradi expresses gratitude to the college’s leadership, faculty, and staff for cultivating an environment that prioritizes excellence in research and teaching.

“Looking ahead, I'm excited to continue exploring innovative research and further contributing to our vibrant academic community.” ✯