George Daly Professor in Marketing, Marketing

Director, Iowa Electronic Markets, Marketing

Professor, Marketing

PhD in Decision and Information Sciences, University of Illinois Urbana-Champaign

MBA in Management Information Systems, University of Illinois Urbana-Champaign

BS in Mathematics and Computer Science, University of Illinois-Chicago

Health Care

Prediction Markets

Marketing/Finance Interface

MBA Marketing Professor of the Year - Tippie College of Business, 2019

MBA Marketing Professor of the Year - Tippie College of Business, 2018

President & Provost Award for Teaching Excellence - University of Iowa, 2018

MBA Marketing Professor of the Year - Tippie College of Business, 2017

MBA Alumni Faculty Award - Tippie College of Business, 2017

MBA Marketing Professor of the Year - Tippie College of Business, 2016

Iowa MBA Instructor of the Year - Core, 2014

MBA Marketing Professor of the Year - Tippie College of Business, 2013

MBA Marketing Professor of the Year - Tippie College of Business, 2006

Karmini Motahhar, V. & Gruca, T. (2025). Modeling Differences in Compensatory and Non-Compensatory Biases in Geopolitical Forecasts. International Journal of Forecasting. 41 (2) pp. 487-498.

Gruca, T. & Rietz, T. (2025). Iowa Electronic Markets: Forecasting the 2024 U.S. Presidential Election. PS: Political Science & Politics. 58 (2) pp. 258-266. DOI: doi:10.1017/S1049096524000921.

Karimi Motahhar, V., Gruca, T., & Tavakoli, M. H. (2025). Emotions and the Status Quo: The Anti-Incumbency Bias in Political Prediction Markets . International Journal of Forecasting. 41 (2) pp. 571-579. DOI: https://doi.org/10.1016/j.ijforecast.2024.06.003.

Bae, Y., Gruca, T., Russell, G., & Lim, H. (2024). Category-level drivers of the market share-rank power law relationship. European Journal of Marketing. DOI: https://doi.org/10.1108/EJM-05-2022-0360.

Bell, J., Lee, S., & Gruca, T. (2024). Bringing the Doctor to the Patients: Competition and Cardiology Outreach to Rural Areas. Journal of Marketing. 88 (1) pp. 31-52.

Kim, S. & Gruca, T. (2024). Net Promoter Score and Future Consumer Behavior in the Casino Gaming Industry. International Journal of Market Research. 66 (2-3) pp. 345-358. DOI: 10.1177/14707853231198777.

Radke, S., Smeins, L., Ryckman, K., & Gruca, T. (2023). Closure of Labor & Delivery units in rural counties is associated with reduced adequacy of prenatal care, even when prenatal care remains available. The Journal of Rural Health. 39 (4) pp. 746-755.

Berg, J., Gruca, T., & Rietz, T. (2023). Iowa Electronic Markets Seat Distribution Forecasts for the 2022 US House and Senate Elections: A Retrospective. Polity. 55 (3). DOI: https://doi.org/10.1086/725241.

Berg, J., Gruca, T., & Rietz, T. (2022). Designing Prediction Markets to Forecast Multi-Stage Elections: Market Design for the 2022 French Presidential Election. PS: Political Science & Politics. 55 (4) pp. 719-725. DOI: doi:10.1017/S104909652200052X.

Zhu, J., Gruca, T., & Rego, L. (2021). What Drives Brand Equity? A Comprehensive Study of Price and Volume Premiums In Marketing Accountability for Marketing and Non-Marketing Outcomes (Review of Marketing Research). (Vols. 18) pp. 75-109. Kumar, V. and Stewart, D.W. (Eds.) Emerald Publishing Ltd.. DOI: doi.org/10.1108/S1548-643520210000018004.

"Iowa Electronic Markets: Forecasting the 2024 U.S. Elections," Guest/Invited Speaker at American Political Science Association Annual Meeting, Philadelphia, Pennsylvania, September 2024.

"Peering into the Black Box: An Analysis of Trader Strategies," Guest/Invited Speaker at American Political Science Association Annual Meeting, Los Angeles, California, September 2023.

"Pricing Power: Measures, Trends and Impact on Firm Value," Accepted Speaker at Marketing Strategy Meets Wall Street Conference, Chicago, Illinois, August 2022.

"The Time-varying Associations between Customer Satisfaction, Future Cash flow, and Shareholder Value," Accepted Speaker at Winter AMA Academic Conference, February 2022.

"Maternal Health Equity: Community Factors: Labor & Delivery Closures," Guest/Invited Speaker at Public Health Conference of Iowa, April 2021.

"Trends in Medical Oncology Outreach in Iowa," Guest/Invited Speaker at University of Iowa, Iowa City, Iowa, February 2015.

"What Can Markets Teach Us, and Can They Really Predict? - External Prediction Markets," at Collective Intelligence Forum II, Phoenix, Arizona, October 2008.

"Brand Equity, Firm Performance and Shareholder Value," Keynote Speaker at ANPAD, Curitiba, Brazil, May 2008.

"Wisdom within the crowd: Does better information lead to higher returns?," Guest/Invited Speaker at INFORMS ISMS Marketing Science Conference, Ann Arbor, Michigan, July 2009.

Gruca, T. (Co-Principal), Principal Investigator(s): Berg, J. Rietz, T. & Forsythe, R. Active Learning in Undergraduate Education Using the Iowa Electronic Markets (IEM). National Science Foundation (NSF). Funded. January 2000 - December 2003.

Gruca, T. (Co-Principal), Principal Investigator(s): Berg, J., Rietz, T. & Forstyhe, R. Enhancing Economic Literacy Through the Iowa Electronic Market. United States Department of Education. January 1997 - December 2000.

Pyo, T., Gruca, T., & Russell, G. (2018). A New Generalized Bass Model Utilizing Social Network Data.

Faculty Director, MBA Marketing Career Academy, University of Iowa, 2008 - 2019

PhD Program Director, Marketing Department, University of Iowa, 2008 - 2014

Henry B. Tippie Professor of Marketing, Marketing, University of Iowa, 2006 - 2021