GUCLU Burçin - ICN Business School
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GUCLU Burçin

Marketing

permanent professor

GUCLU Burçin – Marketing
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Dr. Burçin Güçlü is Assistant Professor of Marketing at ICN Business School Berlin. Regarding her research, she is working on the applications of Big Data in sports industry and sharing economies. Her main skills are quantitative research methodology and social listening. Previously, she earned BA degrees in Business Administration and Economics from Koç University, and Master of Research in Management (MRM) and PhD in Management from IESE Business School, University of Navarra.  She also held research and teaching positions in BES La Salle (Universitat Ramon Llull), Toulouse Business School, and Universitat Internacional de Catalunya.

Educational background
Array ( [0] => 2014 [1] => PhD in Management – Managerial Decision Sciences (Magna Cum Laude) [2] => IESE Business School [3] => Spain [4] => PhD [5] => - ) Array ( [0] => 2014 [1] => PhD in Management – Managerial Decision Sciences (Magna Cum Laude) [2] => IESE Business School [3] => Spain ) Array ( [0] => 2012 [1] => Master of Research in Management [2] => IESE Business School [3] => Spain [4] => Specialized Mastere [5] => - ) Array ( [0] => 2012 [1] => Master of Research in Management [2] => IESE Business School [3] => Spain ) Array ( [0] => 2010 [1] => Degree in Economics [2] => Koç University [3] => Turkey [4] => Other [5] => - ) Array ( [0] => 2010 [1] => Degree in Economics [2] => Koç University [3] => Turkey ) Array ( [0] => 2010 [1] => Degree in Business Administration [2] => Koç University [3] => Turkey [4] => Other [5] => - ) Array ( [0] => 2010 [1] => Degree in Business Administration [2] => Koç University [3] => Turkey )
Year Title Institution Country Degree Discipline
2014PhD in Management – Managerial Decision Sciences (Magna Cum Laude)IESE Business SchoolSpain
2012Master of Research in ManagementIESE Business SchoolSpain
2010Degree in EconomicsKoç UniversityTurkey
2010Degree in Business AdministrationKoç UniversityTurkey
Taught courses
Array ( [0] => 2020 [1] => Responsible Entrepreneurship [2] => Germany [3] => ICN Business School [4] => - [5] => Entrepreneurship [6] => - ) Array ( [0] => 2020 [1] => Responsible Entrepreneurship [2] => Germany [3] => ICN Business School [6] => - ) Array ( [0] => 2020 [1] => Fundamentals of Digital Transformation [2] => Germany [3] => ICN Business School [4] => - [5] => Marketing [6] => - ) Array ( [0] => 2020 [1] => Fundamentals of Digital Transformation [2] => Germany [3] => ICN Business School [6] => - ) Array ( [0] => 2020 [1] => Digital Strategy and Brand Analytics [2] => Germany [3] => ICN Business School [4] => Master [5] => Marketing [6] => - ) Array ( [0] => 2020 [1] => Digital Strategy and Brand Analytics [2] => Germany [3] => ICN Business School [6] => - ) Array ( [0] => 2020 [1] => Responsible & Digital Business Models & Governance [2] => Germany [3] => ICN Business School [4] => - [5] => Marketing [6] => - ) Array ( [0] => 2020 [1] => Responsible & Digital Business Models & Governance [2] => Germany [3] => ICN Business School [6] => - ) Array ( [0] => 2020 [1] => The Business Plan [2] => Germany [3] => ICN Business School [4] => - [5] => Marketing [6] => - ) Array ( [0] => 2020 [1] => The Business Plan [2] => Germany [3] => ICN Business School [6] => - ) Array ( [0] => 2020 [1] => Project development [2] => Germany [3] => ICN Business School [4] => - [5] => Marketing [6] => - ) Array ( [0] => 2020 [1] => Project development [2] => Germany [3] => ICN Business School [6] => - ) Array ( [0] => 2016 [1] => Mathematics for Business & Linear Algebra [2] => Spain [3] => BES LA SALLE – RAMON LLULL UNIVERSITY [4] => Bachelor [5] => Other [6] => - ) Array ( [0] => 2016 [1] => Mathematics for Business & Linear Algebra [2] => Spain [3] => BES LA SALLE – RAMON LLULL UNIVERSITY [6] => - ) Array ( [0] => 2016 [1] => Methods of Decision Analysis [2] => Spain [3] => BES LA SALLE – RAMON LLULL UNIVERSITY [4] => Bachelor [5] => Other [6] => - ) Array ( [0] => 2016 [1] => Methods of Decision Analysis [2] => Spain [3] => BES LA SALLE – RAMON LLULL UNIVERSITY [6] => - ) Array ( [0] => 2016 [1] => Applied Research Methods [2] => Spain [3] => BES LA SALLE – RAMON LLULL UNIVERSITY [4] => Bachelor [5] => Other [6] => - ) Array ( [0] => 2016 [1] => Applied Research Methods [2] => Spain [3] => BES LA SALLE – RAMON LLULL UNIVERSITY [6] => - ) Array ( [0] => 2015 [1] => Principles of Marketing [2] => France [3] => Toulouse Business School [4] => Bachelor [5] => Marketing [6] => - ) Array ( [0] => 2015 [1] => Principles of Marketing [2] => France [3] => Toulouse Business School [6] => - ) Array ( [0] => 2015 [1] => Research Methodology [2] => France [3] => Toulouse Business School [4] => Bachelor [5] => Other [6] => - ) Array ( [0] => 2015 [1] => Research Methodology [2] => France [3] => Toulouse Business School [6] => - ) Array ( [0] => 2014 [1] => Quantitative Research in Marketing [2] => Spain [3] => UNIVERSITAT INTERNACIONAL DE CATALUNYA [4] => Bachelor [5] => Marketing [6] => - ) Array ( [0] => 2014 [1] => Quantitative Research in Marketing [2] => Spain [3] => UNIVERSITAT INTERNACIONAL DE CATALUNYA [6] => - ) Array ( [0] => 2014 [1] => Principles of Marketing [2] => Spain [3] => UNIVERSITAT INTERNACIONAL DE CATALUNYA [4] => Bachelor [5] => Marketing [6] => - ) Array ( [0] => 2014 [1] => Principles of Marketing [2] => Spain [3] => UNIVERSITAT INTERNACIONAL DE CATALUNYA [6] => - ) Array ( [0] => 2014 [1] => Marketing Strategy [2] => Spain [3] => UNIVERSITAT INTERNACIONAL DE CATALUNYA [4] => Bachelor [5] => Marketing [6] => - ) Array ( [0] => 2014 [1] => Marketing Strategy [2] => Spain [3] => UNIVERSITAT INTERNACIONAL DE CATALUNYA [6] => - )
Year Title Country Institution Degree Discipline Language
2020Responsible EntrepreneurshipGermanyICN Business School-
2020Fundamentals of Digital TransformationGermanyICN Business School-
2020Digital Strategy and Brand AnalyticsGermanyICN Business School-
2020Responsible & Digital Business Models & GovernanceGermanyICN Business School-
2020The Business PlanGermanyICN Business School-
2020Project developmentGermanyICN Business School-
2016Mathematics for Business & Linear AlgebraSpainBES LA SALLE – RAMON LLULL UNIVERSITY-
2016Methods of Decision AnalysisSpainBES LA SALLE – RAMON LLULL UNIVERSITY-
2016Applied Research MethodsSpainBES LA SALLE – RAMON LLULL UNIVERSITY-
2015Principles of MarketingFranceToulouse Business School-
2015Research MethodologyFranceToulouse Business School-
2014Quantitative Research in MarketingSpainUNIVERSITAT INTERNACIONAL DE CATALUNYA-
2014Principles of MarketingSpainUNIVERSITAT INTERNACIONAL DE CATALUNYA-
2014Marketing StrategySpainUNIVERSITAT INTERNACIONAL DE CATALUNYA-
Contributions
Array ( [0] => 2017 [1] => Journal article [2] => GUCLU, B., M., A.CANELA, "The destructive effect of complex analytics on innovativeness", International Journal of Applied Behavioral Economics, October 2017, vol. 6, no. 4, pp. 38-56 [3] => Published [4] => O [5] => O ) Array ( [0] => 2017 [1] => Journal article [2] => GUCLU, B., M., A.CANELA, "The destructive effect of complex analytics on innovativeness", International Journal of Applied Behavioral Economics, October 2017, vol. 6, no. 4, pp. 38-56 [3] => Published ) Array ( [0] => 2020 [1] => Journal article [2] => GUCLU, B., D. ROCHE, F. MARIMON, "City characteristics that attract Airbnb travellers: Evidence from Europe", International Journal for Quality Research, March 2020, vol. 14, no. 1, pp. 271-290 [3] => Published [4] => O [5] => O ) Array ( [0] => 2020 [1] => Journal article [2] => GUCLU, B., D. ROCHE, F. MARIMON, "City characteristics that attract Airbnb travellers: Evidence from Europe", International Journal for Quality Research, March 2020, vol. 14, no. 1, pp. 271-290 [3] => Published ) Array ( [0] => 2019 [1] => Book Chapter [2] => GUCLU, B., M.GARZA, C.KENNETT, "What Are Basketball Fans Saying on Twitter?: Evidence From Euroleague Basketball's Final Four Event" in Big Data and Knowledge Sharing in Virtual Organizations., Williams, I Eds, IGI Global, chap. 8, pp. 176-197, 2019 [3] => Published [4] => O [5] => O ) Array ( [0] => 2019 [1] => Book Chapter [2] => GUCLU, B., M.GARZA, C.KENNETT, "What Are Basketball Fans Saying on Twitter?: Evidence From Euroleague Basketball's Final Four Event" in Big Data and Knowledge Sharing in Virtual Organizations., Williams, I Eds, IGI Global, chap. 8, pp. 176-197, 2019 [3] => Published ) Array ( [0] => 2019 [1] => Book Chapter [2] => GUCLU, B., M., A. CANELA, I.ALEGRE, "An Exploratory Analysis Using Co-Authorship Network: Trends in Risk Behavior" in Machine Learning Techniques for Improved Business Analytics., Kumar G., D. Eds, IGI Global, chap. 8, pp. 166-200, 2019 [3] => Published [4] => O [5] => O ) Array ( [0] => 2019 [1] => Book Chapter [2] => GUCLU, B., M., A. CANELA, I.ALEGRE, "An Exploratory Analysis Using Co-Authorship Network: Trends in Risk Behavior" in Machine Learning Techniques for Improved Business Analytics., Kumar G., D. Eds, IGI Global, chap. 8, pp. 166-200, 2019 [3] => Published ) Array ( [0] => 2017 [1] => Book Chapter [2] => GUCLU, B., M. , A. CANELA, "Analytics Overuse in Advertising and Promotion Budget Forecasting" in Advertising and Branding: Concepts, Methodologies, Tools, and Application., Koshrow-Pour, M. Eds, IGI Global, chap. 22, pp. 477-505, 2017 [3] => Published [4] => O [5] => O ) Array ( [0] => 2017 [1] => Book Chapter [2] => GUCLU, B., M. , A. CANELA, "Analytics Overuse in Advertising and Promotion Budget Forecasting" in Advertising and Branding: Concepts, Methodologies, Tools, and Application., Koshrow-Pour, M. Eds, IGI Global, chap. 22, pp. 477-505, 2017 [3] => Published ) Array ( [0] => 2017 [1] => Book Chapter [2] => GUCLU, B., M., A. CANELA, "Analytics Overuse in Advertising and Promotion Budget Forecasting" in Organizational Productivity and Performance Measurements Using Predictive Modeling and Analytics., Tavana, M. Eds, IGI Global, chap. 9, pp. 163-191, 2017 [3] => Published [4] => O [5] => O ) Array ( [0] => 2017 [1] => Book Chapter [2] => GUCLU, B., M., A. CANELA, "Analytics Overuse in Advertising and Promotion Budget Forecasting" in Organizational Productivity and Performance Measurements Using Predictive Modeling and Analytics., Tavana, M. Eds, IGI Global, chap. 9, pp. 163-191, 2017 [3] => Published )
Year Type Extract Status
2017Journal articleGUCLU, B., M., A.CANELA, "The destructive effect of complex analytics on innovativeness", International Journal of Applied Behavioral Economics, October 2017, vol. 6, no. 4, pp. 38-56Published
2020Journal articleGUCLU, B., D. ROCHE, F. MARIMON, "City characteristics that attract Airbnb travellers: Evidence from Europe", International Journal for Quality Research, March 2020, vol. 14, no. 1, pp. 271-290Published
2019Book ChapterGUCLU, B., M.GARZA, C.KENNETT, "What Are Basketball Fans Saying on Twitter?: Evidence From Euroleague Basketball's Final Four Event" in Big Data and Knowledge Sharing in Virtual Organizations., Williams, I Eds, IGI Global, chap. 8, pp. 176-197, 2019Published
2019Book ChapterGUCLU, B., M., A. CANELA, I.ALEGRE, "An Exploratory Analysis Using Co-Authorship Network: Trends in Risk Behavior" in Machine Learning Techniques for Improved Business Analytics., Kumar G., D. Eds, IGI Global, chap. 8, pp. 166-200, 2019Published
2017Book ChapterGUCLU, B., M. , A. CANELA, "Analytics Overuse in Advertising and Promotion Budget Forecasting" in Advertising and Branding: Concepts, Methodologies, Tools, and Application., Koshrow-Pour, M. Eds, IGI Global, chap. 22, pp. 477-505, 2017Published
2017Book ChapterGUCLU, B., M., A. CANELA, "Analytics Overuse in Advertising and Promotion Budget Forecasting" in Organizational Productivity and Performance Measurements Using Predictive Modeling and Analytics., Tavana, M. Eds, IGI Global, chap. 9, pp. 163-191, 2017Published
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