(History, Centers and Initiatives,
Degree Programs, Student Clubs)
Department of Marketing —The 24 members of the marketing
faculty focus both broadly and deeply on complex questions that advance
the science and practice of the field. Using state-of-the-art theoretical
frameworks and methodological tools, they conduct research that is often
multidisciplinary or cross-cultural in the following areas, among others:
- Advertising and branding
- Consumer decisions, preferences and choices
- Customer satisfaction and loyalty
- Channels and distribution systems
- Development of better methods for marketing research and modeling
- Pricing and promotions
- Marketing of services
- Marketing to older consumers
- Marketing issues in emerging markets
- Marketing strategy and management
- New approaches to creating customer value
- Social and reference group influences on consumer choice
- Visual persuasion
For more than a century, Michigan's Marketing Area has provided students
with valuable skills necessary for a successful career in marketing. The
first university-level marketing course in the United States was developed
at the University of Michigan in 1902 when E.D. Jones, an economics professor,
introduced a course covering various methods of marketing goods. Over
the next few years, he would introduce courses in retail trade, wholesale
trade and the techniques of foreign trade.
Marketing courses have been taught at the Stephen M. Ross School of
Business since its inception in 1924.
Consumer Satisfaction Index, Claes Fornell, Director—Tracks industry
trends in customer satisfaction and issues quarterly reports; provides
valuable benchmarking insights on the consumer economy
Decision Consortium, Frank Yates, Coordinator—University-wide
decision scholarship community
Yaffe Center for Persuasive Communication, Rajeev Batra, Academic
Director—Multidisciplinary center working to consolidate,
advance and disseminate knowledge in this vital area
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BBA—Offers a distinctive experience incorporating case-based
methods of instruction into courses. This training allows BBA students
to learn and apply key concepts from real-life examples, better preparing
them for careers in marketing. Students acquire a broad range of skills
in marketing management and can go on to strengthen their expertise
in a number of areas such as consumer behavior, research methods and
MBA—Offers a wide range of electives with state-of-the-art
content, theoretically challenging yet with strong managerial implications.
Courses include Strategic Marketing Planning, Pricing, Strategic Brand
Management, Consumer Behavior, Advertising Management, Industrial Marketing,
Marketing Research, Marketing Decision Models, Services Marketing, among
PhD—Offers rigorous training in marketing, psychology,
economics and statistics, that will prepare students for deep and creative
thinking in collaborative research, while working with marketing faculty
in a wide range of interests.
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Marketing Club—Helps BBA students pursue marketing careers
in a wide variety of industries throughout the U.S. and world.
- MBA Marketing
Club—Helps MBA students build the skills and knowledge
necessary for a successful career in marketing.
Club—Helps members pursue consulting career opportunities
by providing information and helping with interview preparation; and
helps companies by offering a platform to establish relationships with
& Media Club—Provides business students an opportunity
to pursue non-traditional careers in movie studio finance, home video
marketing and network TV management
and Luxury Goods Club—Provides resources for success in various
disciplines within the luxury goods and retail industry, including marketing,
finance, general management and consulting.
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