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:
Faculty Position
Assistant Professor or Associate Professor of Marketing
Pending funding approval from the University of Colorado-Boulder this summer, the Leeds School of Business anticipates recruiting for a tenure-track position at the Assistant or Associate Professor level in Marketing. Candidates with research expertise in all areas of marketing will be considered.
Job duties include research, teaching, and service to the University and profession. The marketing division is particularly interested in candidates capable of major research contributions in the areas of consumer decision-making (particularly consumer financial decision-making), innovation, and empirical marketing modeling.
Candidates for a position at the assistant level must either be ABD in marketing or a related field, or hold a PhD in marketing or a related field. ABD candidates will be considered but will be hired as an Instructor to convert to Assistant Professor upon conferral of the PhD.
Candidates for a position at the associate level must hold a PhD in marketing or a related field. Candidates must have demonstrated superior accomplishments consistent with their level of experience and requested rank, including scholarly research, teaching ability, promise of future contributions and effective interaction with faculty colleagues, students, and external constituents.
Special Instructions to Applicants
Consideration of applications will begin upon receipt and will continue until the appointment is made. If the position is approved, applications will ultimately be sent through the portal jobsatcu.com with a specific posting number. In the interim, please send applications to:
Corlin Ambler
corlin.ambler@colorado.edu
Program Coordinator
Leeds School of Business
University of Colorado Boulder
Applications must include:
- A cover letter
- CV
- Up to three research papers
Up to three letters of recommendation may be included. Applicants will be contacted if the search committee would like other supporting documents submitted.
The University of Colorado is an Equal Opportunity Employer committed to building a diverse workforce.
Courses
BCOR 2400: Fundamentals of Marketing
Undergraduate
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.
MBA
Develop your ability to establish marketing strategies as a source of competitive advantage.
Syllabus
MKTG 3150: Sales Management
Undergraduate
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.
Undergraduate
Covers both consumer buying behavior and organizational buying behavior.
MKTG 3350: Marketing Research
Undergraduate
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
Undergraduate
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.
Undergraduate: 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
Undergraduate
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
Undergraduate
Offered irregularly to provide opportunity for investigation of new frontiers in Marketing. Restricted to juniors/seniors.
MKTG 4850: Senior Seminar in Marketing
Undergraduate
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
Undergraduate
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
Ph.D.
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
Between school, two jobs, and time devoted to family and friends, Alice Fennelly (marketing '14) takes advantage of every opportunity to build relationships. One of her most valuable connections is with her mentor, Claudia Batten.
News
Leeds School of Business
September 18, 2012
The depth of explanation about novel products influences consumer preferences and willingness to pay, according to a study led by assistant professor of marketing, Phil Fernbach. The study led to the discovery of "explanation foes" and "explanation fiends."
Daily Camera
June 24, 2012
Daily Camera features Margaret Campbell's research on celebrity endorsements. Unfortunately, negative associations of celebrity transfer to a brand more than positive associations. The study warns companies to consider the possible negative associations that can transfer to their brand.
Boulder County Business Report
June 22, 2012
Professor at the Leeds School of Business, Margaret Campbell, released research about the impacts of celebrity endorsements. Campbell's findings show that negative celebrity associations always transfer to an endorsed brand while positive associations may not.
Time
June 22, 2012
Professor of Marketing Meg Campbell's research is featured in Time. Time discusses how a celebrity's endorsement has the ability to potentially harm a brand instead of promoting it. If paired with the wrong product, the celebrity's negative personality traits will transfer to the brand. The article discusses the negative impact of Jessica Simpson, Kim Kardashian and Tiger Woods.
University of Colorado Boulder
June 20, 2012
Margaret Campbell, professor of marketing at the Leeds School of Business, released a study about celebrity endorsement and the impact on companies' brand. Campbell finds that both the positive and negative personality traits of the celebrity transfer to the brand and urges marketers to be careful.
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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Full Publication
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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Full Publication
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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Article
March 1995
Author: Lynch, John G. Jr., et. al.
We use a Bayesian analysis to examine what such measures contribute to researchers' beliefs about competing theories and suggest when and why manipulation and confounding checks add to the ability to differentiate among alternative theoretical explanations of empirical results.
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Article
March 1994
Author: Lynch, John G. Jr., et. al.
We
develop a bootstrapped method for formalizing each expert regulator's evaluation policy using
hierarchical conjoint analysis, and apply this method to the evaluation of local telephone companies
by the Florida Public Service Commission (FPSC). We show that experts within the
FPSC, the regulated utilities, and a large telephone customer exhibit very high agreement about
how the various dimensions of quality should be differentially weighted.
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Article
September 1993
Author: Lynch, John G. Jr., et. al.
This article discusses the implications of two experimental results for consumer judgement processes and for measurement of consumers attitudes and intentions.
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Article
September 1992
Author: Lynch, John G. Jr., et. al.
This paper presents a Bayesian analysis of hypothesis testing to model knowledge accumulation from a series of confounded or unconfounded experiments
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Article
January 1992
Author: Lynch, John G. Jr., Sanford Berg
The purpose of this article is to provide an overview of the measurement, evaluation and encouragement of telephone service quality.
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Article
December 1991
Author: Lynch, John G. Jr., et. al.
This paper presents a framework for distinguishing between contrasting effects on the basis of whether changes in mean ratings of multiattribute stimuli are accompanied by evidence of changes in their rank order.
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Article
March 1991
Author: Lynch, John G. Jr., et. al.
This article interrogates effects of missing information in discounting the use of presented information.
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Article
January 1991
Author: Lynch, John G. Jr., et. al.
This chapter focuses on consumer memory and how it influences consumer choice.
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Article
February 1989
Author: Lynch, John G. Jr., et. al.
In two experiments using Bayesian probability judgement tasks, we examined the effects of numerical values of base rates and case cues, the degree of consistency in these values, and the narrowness of the populations to which these cues pertained.
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Full Publication
