Resources

(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
  • Retailing
  • 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

History:
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.

Centers/Initiatives/Affiliations:

  • ACSI—American 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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Degree Programs:

  • 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 advertising.
  • 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 others.
  • 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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Student Clubs:

  • BBA 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.
  • Consulting 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 students.
  • Entertainment & Media Club—Provides business students an opportunity to pursue non-traditional careers in movie studio finance, home video marketing and network TV management
  • Retail 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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