Overview
The Marketing Division at the Leeds School of Business is distinguished by its scholarly impact on academic marketing thought and by exceptional teaching. Research by our faculty is our strength. Research is published in prestigious publications such as Journal of Consumer Research. Our faculty bring marketing theory and practical solutions to students and prepare them for careers in business and in academics.
The increasingly global marketplace, coupled with new communication vehicles such as the Internet, have changed the traditional tactics used in marketing. Today's marketing practitioners must understand the unique challenges of serving foreign markets and how to effectively convey their messages to consumers throughout the world. The marketing program develops students' analytic and decision-making skills in such areas as advertising, market research, brand/product management, selling and sales management, distribution, relationship marketing, international marketing, marketing consumer products and services, and marketing nonprofit organizations.
Key concepts focus on identifying customer needs and wants, developing products and services to meet those demands, establishing communications to promote products and services, and monitoring transactions and customer responses to guide future activities. Marketing concepts apply to tangible products, services and ideas, consumer and business markets, and domestic and global markets.
Career Opportunities
Marketing students find career opportunities in advertising, international marketing, marketing research, nonprofit marketing, product and brand management, personal selling, public relations, retail management, sales management, business-to-business marketing, consumer affairs and protection, and distribution and logistics. Sales, the most common entry-level position, is the area in which the most number of jobs exist. A sales job is widely used as a stepping stone to a management career.
Undergraduate Requirements
The marketing area of emphasis takes at least three semesters to complete and requires 18 credit hours. Students should be aware of these requirements when planning their course schedules. Students in the marketing program are strongly advised to complete BCOR 1020 and 2400 in the first semester of their sophomore year. Students pursuing the marketing area of emphasis and planning to graduate in four years must complete MKTG 3250 and MKTG 3350 in their junior year.
The increasingly global marketplace, coupled with new communication vehicles such as the Internet, have changed the traditional tactics used in marketing. Today's marketing practitioners must understand the unique challenges of serving foreign markets and how to effectively convey their messages to consumers throughout the world. The marketing program develops students' analytic and decision-making skills in such areas as advertising, market research, brand/product management, selling and sales management, distribution, relationship marketing, international marketing, marketing consumer products and services, and marketing nonprofit organizations.
Key concepts focus on identifying customer needs and wants, developing products and services to meet those demands, establishing communications to promote products and services, and monitoring transactions and customer responses to guide future activities. Marketing concepts apply to tangible products, services and ideas, consumer and business markets, and domestic and global markets.
Career Opportunities
Marketing students find career opportunities in advertising, international marketing, marketing research, nonprofit marketing, product and brand management, personal selling, public relations, retail management, sales management, business-to-business marketing, consumer affairs and protection, and distribution and logistics. Sales, the most common entry-level position, is the area in which the most number of jobs exist. A sales job is widely used as a stepping stone to a management career.
Required Courses for Marketing Majors who entered the Leeds School in or after Fall 2009
The marketing area of emphasis takes at least three semesters to complete and requires 18 credit-hours. Students should be aware of these requirements when planning their course schedules. Students in the marketing program are strongly advised to complete BCOR 1020 and 2400 in the first semester of their sophomore year. Students pursuing the marketing area of emphasis and planning to graduate in four years must complete MKTG 3250 and MKTG 3350 in their junior year.
After completing BCOR 2400, students should take:
- MKTG 3250: Buyer Behavior (3 credits)
- MKTG 3350: Marketing Research (3 credits)
After completing MKTG 3250 and MKTG 3350 students must complete these three 4000-level MKTG area courses from the following list, at least two of which must be completed prior to taking MKTG 4850, with the third taken prior to, or concurrent with, MKTG 4850.
- MKTG 4250: Product Strategy (3 credits)
- MKTG 4550: Advertising and Promotion Management (3 credits)
- MKTG 4825: Pricing and Channel Strategies (3 credits)
Students pursuing a marketing area of emphasis may not take 4000-level marketing courses concurrently with MKTG 3250 or MKTG 3350.
- MKTG 4850: Senior Seminar in Marketing (3 credits)
Required Courses for Marketing Majors who entered the Leeds School Prior to Fall 2009
After completing BCOR 2400, take:
- MKTG 3250: Buyer Behavior (3 credits)
- MKTG 3350: Marketing Research (3 credits)
After completing MKTG 3250 and MKTG 3350 you must complete at least three 4000-level MKTG area courses from the following list:
Courses
BCOR 2400: Fundamentals of Marketing
Examines how activities in organizations provide value to the purchasers of its products and services. Includes gathering information about consumers and competitors through research and information systems, applying knowledge and technology to the design of products and services, communicating information to consumers and organizational units, and pricingand distributing products and services. Also includes issues in global marketing, ethics and diversity, relationship marketing, and integrating marketing with financial analyses. Prereq., BCOR 1010, BCOR 1020. Coreq., second semester of ECON series. Restricted to sophomores/juniors/seniors, and 26 hours completed. Formerly BCOR 2050.
Develop your ability to establish marketing strategies as a source of competitive advantage.
Syllabus
MKTG 3150: Sales Management
Explores the selling task and the essentials of managing the sales force. Includes recruiting, selecting and hiring, training, compensating, supervising, and controlling. Covers sales organization, sales planning, sales forecasting, assigning territories, quotas, and sales analysis. Prereq., BCOR 2400. Restricted to students with 52 hours completed. Formerly MKTG 4150.
Covers both consumer buying behavior and organizational buying behavior.
MKTG 3350: Marketing Research
Explores fundamental techniques of data collection and analysis used to solve marketing problems. Specific topics include problem definition, planning an investigation, developing questionnaires, sampling, tabulation, interpreting results, and preparing and presenting a final report. Required for marketing majors. Prereqs., BCOR 1020 and BCOR 2050 or 2400. Restricted to students with 52 hours completed.
MKTG 3450: International Marketing
Describes the economic, geographic, political, and social forces that have shaped and continue to define global markets. Examines topics critical to success in international markets, including assessment of a firm's international capabilities, techniques for gauging the potential of international markets, international segmentation approaches, and alternative arrangements for entering foreign markets. Compares and contrasts product, price, distribution, logistics, promotion, and research decisions made in global versus domestic markets. Introduces students to financial arrangements characteristic of international marketing, including exchange rates and controls, balance-of-payment principles, import licensing agreements and tariffs. Prereq., BCOR 2400. Formerly MKTG 4400.
Fall 2011
Digital marketing means using an online presence to support your business. The course covers fundamental strategic questions, tools, habits, and resources for identifying new trends.
Syllabus
MKTG 4550: Advertising and Promotion Management
Analyzes advertising and promotion principles and practices from the marketing manager's point of view. Considers the decision to advertise, market analysis as a planning phase of the advertising program, media selection, public relations, sales promotion, promotion budgets, campaigns, evaluation of results, and agency relations. Prereqs., MKTG 3250 and 3350.
MKTG 4825: Experimental Seminar: Pricing Strategies and Channels Management
Offered irregularly to provide opportunity for investigation of new frontiers in Marketing. Restricted to juniors/seniors.
MKTG 4850: Senior Seminar in Marketing
This capstone marketing course integrates and further develops what students have learned in other courses. Provides students with the insight and skills necessary to formulate and implement sound socially responsible marketing strategies, product line management strategies, promotional and product/service communication strategies, pricing, and distribution strategies. Prereqs., MKTG 3250, 3350, two additional 4000-level MKTG courses, and 102 hours completed. Restricted to MKTG majors. Formerly BCOR 4004.
MKTG 7310: Design and Analysis of Experiments in Business
Detailed exposure to experimental research methods for business applications. Emphasizes the choice of design options, data collection methods, statistical analysis, and substantive interpretation of experimental results.
MKTG 7825: Doctoral Seminar: Empirical Models in Marketing
Presents state-of-the-art empirical modeling techniques (both reduced-form and structural) used by marketing scientists, as well as discuss the key findings generated from major empirical studies. Acquaint the class participants with the systematic process of conducting rigorous empirical marketing research, enable them to read and critically review empirical papers in leading marketing journals and, ultimately, start doing independent empirical research. Prereq., a graduate course in regression.
Video
Donnie Lichtenstein, Provost Professor of Marketing at the Leeds School of Business, gives some timely advice about shopping, product research and how to make the best retail decisions.
News
Leeds School of Business
January 19, 2012
A study by Marketing Professor Donnie Lichtenstein finds that nutrition labels on packaged food products in the United States can lead even the most health-conscious consumers astray.
Association of Consumer Research
August 25, 2011
Meg Campbell wins a grant to study "children’s cartoons and eating choices; food labeling; charitable behavior; and, the relationship between self-esteem in obese Latina consumers and their adherence to exercise routines."
Financial Times
February 11, 2011
Assistant Professor of Marketing Peter McGraw's research on emotional accounting is highlighted in the "Business Education: Focus on Research" column of the Financial Times website.
Los Angeles Times
January 17, 2010
Just as politics has become a permanent campaign, retailing is entering the age of the permanent sale.
Newswire
October 11, 2010
The search visibility and conversion optimization team at Amadeus Consulting will assist graduate students from Leeds School of Business with the curriculum and their semester long projects in Digital Marketing.
Publications
Forthcoming
Authors: Margaret C. Cambell and Gina S. Mohr
This research investigates the effect of activation of a negative stereotype on behaviors that are perceived to increase the chance of becoming a member of the stereotyped group.
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Article
June 2009
Authors: Lynch, John G., Jr., et al.
Two studies show that simply increasing
the size of an attribute’s scale systematically
changes its weight in both multiattribute preferences and
willingness to pay: Expanding scales on one attribute shifts
preferences to alternatives favored on that attribute.
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Article
May 2007
Author: John G. Lynch, et. al.
Construal-level theory articulates how psychological distance alters the mental representation of inputs. In the distance consumers weight abstract "high level" criteria, but when close at hand, concrete "low level" criteria get more weight. We explain how these shifts in perspective can change consumers' consideration sets and can lead regret and dissatisfaction with purchases.
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Article
February 2007
Author: Lynch, John G., Jr., et al.
In six experiments, the authors show conditions under which exactly the opposite can occur; that is, consumers judge the same offer to be more attractive when a seller offers a better price or more benefits to another group than when the seller treats everyone equally.
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Article
June 2006
Author: Lynch, John G., Jr.
I discuss how the Multiple Pathway Anchoring and Adjustment model is similar to and different from the Feldman and Lynch accessibility-diagnosticity model, elaborated as an anchoring and adjustment model by Lynch, Marmorstein, andWeigold.
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Article
April 2006
Authors: John G. Lynch, Jr. and Gal Zauberman
Consumers steeply discount future outcomes compared to similar outcomes in the present. We examine the implications of research on discounting the future for public policy in domains where consumers' impulsiveness can be harmful: under-saving for retirement; choice of tasty but unhealthy foods; falling for the lure of rebates one will never redeem.
Full Publication
Article
June 2005
Authors: Baba Shiv, Susan J. Grant, A. Peter McGraw, et. al.
An introduction to and analysis of the emerging research area of decision neuroscience.
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Article
May 2005
Author: John G. Lynch, Jr.
Professor John Lynch's Paul D. Converse Award Winning Paper.
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Article
January 2005
Author: Lynch, John G., Jr., Gal Zauberman
The authors demonstrate that people discount delayed outcomes as a result of perceived changes over time in supplies of slack.
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Article
January 2004
Author: Lynch, John G., Jr., et al.
In this work we examine the learning function that results from
these 2 general types of learning-smart agents.
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Article
June 2003
Author: Lynch, John G., Jr., Laura Kornish, Kristin Diehl
We argue that lowering quality search costs by smart agents can have the opposite effect on differentiation and price sensitivity.
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Article
December 2002
Author: Lynch, John G., Jr., et al.
Our research examines the role of prior knowledge in learning new product information.
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Article
December 2000
Author: Lynch, John G., Jr., et al.
We show that, despite using internally valid experimental designs such as this, aggregation biases can arise in which the theoretically critical pattern holds in the aggregate even though it holds for no (or few) individuals.
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Article
November 2000
Author: Lynch, John G., Jr., et al.
We test conditions under which lowered search costs should increase or decrease price sensitivity.
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Article
January 1999
Author: Lynch, John G., Jr.
External validity
can only be “assessed” by better understanding how
the focal variables in one’s theory interact with moderator
variables that are seen as irrelevant early in a research
stream.
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Full Publication
Article
July 1997
Author: Lynch, John G. Jr., et. al.
A study examines the implications of electronic shopping for consumers, retailers, and manufacturers.
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Article
June 1996
Authors: John G. Lynch, Jr.; et. al.
This paper explores the implications of making decisions by maximizing experienced utility ex post rather than ex ante.
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Article
January 1996
Author: Lynch, John G. Jr., et. al.
This paper reports two experiments that explore the welfare implications of advertising effects.
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Article
March 1995
Author: Lynch, John G. Jr., et. al.
This paper examines how advertisements that increase price elasticity in some decision environments decreased it in others
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Article
March 1995
Author: Lynch, John G. Jr., et. al.
Multiple experiments looking at the communication effects of advertising versus direct experience when multiple attributes are present
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