The Voters Have Spoken
And the winner is … Ralph Lauren. Or is it Urban Outfitters?
This highly dynamic discipline thrives on change—change in customer attitudes, economies, demographics, industries, technology, society, and culture. It’s the driving force in sustaining meaningful and valuable customer relationships, developing new markets, building distinguished brands, and creating successful public and private enterprises.
Our Marketing Department prepares students with the knowledge, skills and tools to make smart strategic decisions in a rapidly changing marketplace. Our award-winning faculty are recognized leaders in their fields who publish extensively in top journals—including the Journal of Marketing Research, the Journal of Consumer Research, and Marketing Science.
Faculty supplement core readings with case studies and expose students to the latest marketing software programs and tools. With teaching and research directed at both academic and managerial audiences, students are primed to pursue careers in retail, sales, consumer products, advertising, brand management or consulting, product management, media/entertainment, or their own entrepreneurial ventures.
A new study by Nailya Ordabayeva shows how consumers vote with their wallets, without even realizing it.
What makes shoppers think the new version of a gadget is better than the old one? Perhaps the act of thinking about their own self-improvement. In a study published in the Journal of Marketing Research, Professor Sokiente Dagogo-Jack and a co-author show that consumers project their self-improvement (when they’re prompted to think of it) onto the brands they identify with.