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Faculty & Research


Newth Morris

The Beall Center for Innovation and Entrepreneurship presents the Fall 2016 Distinguished Speaker Series





Our marketing faculty is recognized worldwide for its excellence in research, teaching, and service. Perhaps the greatest strength of the school's marketing area is its breadth of interests. One of our marketing faculty members can provide expert opinion on any marketing topic based on years of research and teaching in the area. For ideas and information on consumer choice modeling or marketing strategy — ask Imran Currim; advertising or services marketing — ask Mary Gilly; consumer behavior, culture or affect — ask Loraine Lau-Gesk;  advertising, social media, tobacco marketing or public policy — ask Connie Pechmann; new product development or high-tech marketing — ask Rajeev Tyagi or Sreya Kolay; and marketing on the Internet or international consumer behavior — ask Alladi Venkatesh. Whatever the marketing topic, we've got it covered.


Course Descriptions


MBA Core Class
     Marketing Management
MBA Electives
     Consumer Behavior
     Marketing Research
     Advertising and Communications Management
     New Product Development
     Advanced Micromarketing
     International Marketing
     Database Marketing [ITM Course]
     Direct Marketing
     Marketing on the Internet [ITM Course]
     Marketing Strategies for High Technology Companies
     Strategic Brand Management
     Marketing Plan
     Design Management
     Micromarketing Lab


Course descriptions for the PhD program may be found on the PhD website, and the Undergraduate business classes may be found through UCI’s course catalogue.










Tonya Williams Bradford

PhD, Northwestern University
Key Areas – Rituals, market exchange, gift-giving, communities







Imran Currim

PhD, Stanford University
Key Areas – Marketing research; customer choice; design and marketing of products and services; customer behavior online; assessing the impact of competitive product and service features and marketing efforts on consumer choice and market share







Mary Gilly

PhD, University of Houston
Key Areas - Consumers and technology; services marketing; underserved markets, including Hispanics and the elderly; effects of advertising on employees; compliance in service encounters






John Graham (Professor Emeritus)

PhD, University of California, Berkeley
Key Areas - Global marketing; international business negotiations; innovation; business in Japan; negotiation styles in the United States, Japan, Canada, Mexico, Brazil, Taiwan and The Peoples’ Republic of China, South Korea, France, Germany, the United Kingdom, and the Soviet Union






Sreya Kolay

PhD, University of Rochester
Key Areas - Pricing and promotion strategies relating to design of optimal pricing contracts for firms in various markets; vertical market and distribution channels topics including analysis of mechanisms that help a manufacturer to achieve channel coordination; advertising; durable goods








Loraine Lau-Gesk

PhD, University of California, Los Angeles
Key Areas - The influence of affect or emotions in consumer decision making and the role of culture and self in consumer persuasion and judgment






Connie Pechmann

PhD, Vanderbilt University
Key Areas - Effectiveness of various anti-smoking and anti-drug advertising tactics; consumer behavior;  advertising strategy and regulation; advertising to adolescents; deceptive advertising; product placements; role models in advertising; pharmaceutical advertising; retailing, micromarketing and geographic information systems








Rajeev Tyagi

PhD, University of Pennsylvania
Key Areas - Competitive marketing strategies; game theory; distribution channels; new products







Alladi Venkatesh

PhD, Syracuse University
Key Areas - Impact of new media and information technologies on consumers/households, electronic commerce and the consumer sector; future of the networked home



For the latest public research in Marketing, click here.


Visiting & Affiliated Faculty and Researchers


Recent Disciplinary Studies


  • Schau, Hope Jensen, Mary C. Gilly and Mary Wolfinbarger (2009), “Consumer Identity Renaissance: The Resurgence of Identity Inspired Consumption in Retirement,” Journal of Consumer Research, 36 (August), 255-276.
  • Cron, William L., Mary C. Gilly, John L. Graham and John W. Slocum, Jr. (2009), “Pricing Decisions and Income of Professional Service Providers: A Focus on Gender,” Organizational Behavior and Human Decision Processes, 109 (May), 93-105.
  • Imran S. Currim, Rick L. Andrews, and Andrew Ainslie, “On the Recoverability of Choice Behaviors with Random Coefficients Choice Models in the Context of Limited Data and Unobserved Effects,” Management Science, 2007.
  • Cornelia Pechmann and Susan J. Knight [UCI PhD 1999], “An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents’ Beliefs and Intentions about Cigarette Consumption,” Journal of Consumer Research, 29, 2002, pp. 5-19.
  • Rajeev K. Tyagi, "New Product Introductions and Failures under Uncertainty," International Journal of Research in Marketing, 2006.
  • Mary C. Gilly, John Graham, and Stephanie Dellande [UCI PhD 1999], “Gaining Compliance and Losing Weight: The Role of the Service Provider in Health Care Services,” Journal of Marketing, 68, 2004, pp. 78-91.
  • Alladi Venkatesh and Eric Shih [UCI PhD 2000], “Beyond Adoption: Development and Application of a Use-Diffusion Model,” Journal of Marketing, 68(1), 2004, pp: 59-72.
  • Christopher S. Carpenter and Cornelia Pechmann, "Exposure to Above the Influence Antidrug Advertisements and Youth Marijuana Use in the United States, 2006-2008," American Journal of Public Health, 2011




  • Jesse Catlin, "Recycling Gond Bad: When the Option to Recycle Increases Resource Comsumption"  Co-author: Yitong Wang (Ph.D. Alumnus)  Journal of Consumer Psychology, May 2012.
  • Samantha Cross,* “The Intersection of Cultures: Bi-Cultural Dynamics in Consumption and Decision-Making”, Academic of Marketing Science Conference, 2007. *Received the Jane K. Fenyo Best Paper Award for Student Research, 2007
  • Dante Pirouz* and Cornelia Pechmann, “The Dark Side of Attachment: Addiction,” Advertising and Consumer Psychology 2007 Proceedings, New Frontiers in Branding: Attitudes, Attachments, and Relationships, Joseph R. Priester, Deborah J. MacInnis and C. Whan Park, Editors, Santa Monica, CA, 2007. *Received a Tobacco-Related Disease Research Program Dissertation Grant, 2009
  • Liangyan Wang* and Cornelia Pechmann, “Entertainment Education or Entertainment Degradation? The Efficacy of Commercial Television at Conveying Smoking Prevention Messages,” Marketing and Public Policy Conference, Long Beach, CA, 2006. *Co-Winner, Association for Consumer Research-Sheth Foundation dissertation proposal award, 2006


MBA Core Class


205 Marketing Management
This course serves as an introduction to the field of marketing.  Objectives include developing familiarity with terms, techniques, and institutions in marketing environment; and acquainting students with the types of decisions made by marketing managers (regarding products, pricing, distribution, promotion, and research), and the factors influencing these decisions.


MBA Electives

250 Consumer Behavior
Fundamental to all marketing management decisions is an in-depth understanding of the behaviors of the firm’s buyers, whether consumers or industrial customers or both.  The course considers buyer decision-making processes with emphases on applications of concepts and research findings from all the behavioral sciences.  Topics of discussion are models of buyer decision making, consumer information processing theories of attitude and attitude change, attribution theory, mass communication effects, and sociological and cultural influences on buyer decisions.  Buyer behaviors considered are purchase, use, and disposal of goods and services. Prerequisite:  205.

251A Marketing Research
Covers conducting marketing research to generate consumer insights that will drive sales, market share, and profitability and/or realize other quantitative objectives. Discusses problem formulation, data collection, statistical analyses, formulating managerial recommendations, implementation, and how research is used by companies.  Prerequisite:  205.

252A Advertising and Communications Management
Covers integrated marketing communications which includes advertising, sales promotions, public relations and direct mail.  Topics include elements of a communications plan, marketing research including copy testing and tracking, creating brand value, media strategies, and measuring return on investment.  Prerequisite:  205.

252D New Product Development
This analytical course is designed to introduce you to the new product development process and techniques to (i) identify markets, (ii) develop new product ideas, (iii) measure consumer preferences, (iv) position and design new products, and (v) forecast their sales prior to launch. This course will teach/use a number of important and commonly used statistical techniques such as cluster analysis, factor analysis, conjoint analysis, discriminant analysis, multiple regression, etc. We will use SPSS and ACA system software to do projects in analysis of market structure, segmentation of  markets, creation of perceptual maps, conjoint analyses, and forecasting. These tools and techniques are quite general, and are also commonly used for addressing practical questions outside the arena of new product development. Thus, students interested in an advanced marketing research course will also benefit.  Prerequisite:  205.

253 Advanced Micromarketing

Develop marketing plans for retailers and neighborhoods based on past purchases and demographics. Covers retail site selection, category management, promotion management, shelf space allocation, pricing, velocity, promotional field studies, targeted advertising, consumer segmentation, media selection, list management, and retail sales and GIS software.  Prerequisite:  205.

254 International Marketing
Provides an understanding of the problems and perspectives of marketing across national boundaries, and develops analytical abilities for structuring and controlling marketing programs related to overseas businesses.  Financial, legal, and cultural barriers to international marketing are emphasized. Prerequisite:  205.

255 Database Marketing [ITM Course]
Database marketing leverages information technology, together with established analytical methodologies, to facilitate highly targeted marketing.  Informs students about database marketers’ general strategies and objectives, their analytical methods, and the technologies they employ.  Prerequisite:  205.


256 Design Management and Innovation

Design Management presents a design-driven approach, from design as organizational vision to strategic innovation to managing the design process. The students are exposed to design fundamentals and work in teams that involve creativity workshops and real world projects. Prerequisite:  205.

257 Marketing on the Internet [ITM Course]
This course examines the impact of the Internet on traditional methods of doing marketing. It explores the existing and future uses of the Internet for the marketing of goods and services across a range of product categories. Investigated is the utility of the Internet as a "tool" for marketing to increase effectiveness, efficiency, and competitiveness. The potential functions for this new technology that will be explored include: Constructing websites; marketing Internet sites; advertising and brand building; prospect generation; customer service; marketing research; distribution channel design; and new product testing.  Most businesses cannot use the Internet to serve all of these functions, but instead must evaluate which ones the new medium can perform more effectively than existing alternatives. Business models currently existing on the Web are studied and a framework is developed with which to evaluate the Internet's potential value across a range of business types. Prerequisite:  205.

258 Marketing Strategies for High Technology Companies
Framework and tools for managing technology-intensive businesses.  Product and pricing policies; network externalities; compatibility concerns; system competition; technological and market uncertainty; technology licensing strategies; contracting in high-tech markets; product line design; product bundling strategies; usage-based pricing.  Prerequisite:  205.

259 Strategic Brand Management
The course objectives are: 1) to increase student understanding of the important issues in planning, implementing and evaluating brand strategies; 2) to provide relevant theories, models and tools for the making of brand decisions, and 3) to enable students to apply these principles and see the results in a computer simulation of brand management.  Prerequisite:  205.

159 Design Management
Design of products and services, particularly in consumer and technology-oriented industries where design is viewed as a strategic resource.  User-oriented design, design as a strategic tool, the role of design aesthetics, and the management of design. Prerequisite:  MGMT 105.


290 Marketing and Environmental Sustainability



291 Qualitative Research

This course focuses on phenomena that cannot be quantified but nevertheless are very critical in management decision-making.  The focus will be on interpretation of symbols and language systems, human interactions, verbal and non-verbal communications.  Several examples are provided from Japanese, European and American contexts.  While the emphasis of Marketing Research (MGMT 251A) is on the collection and analysis of appropriate quantitative data, here the emphasis in on interpretation of observed behaviors and symbols.  The level of the course is applicable to Doctoral and advanced Master's students and not limited to marketing.  There is no prerequisite, but ability to deal with both abstract concepts and practical applications is necessary.


291 Experimental Design

A special topics course.


291 Ph.D. Seminar in Consumer Behavior

Examines seminal and emerging theories of consumer behavior. Reviews research from the basic disciplines (psychology, economics, sociology, anthropology) and the applied disciplines (marketing, consumer and organizational behavior, communications).


291 Ph.D. Seminar in Marketing Models

Critical review of economic theory and data based marketing models to predict and understand the behavior of customers, the firm, and its competitors, and to aid in managerial marketing-mix decisions.


291 Ph.D. Seminar in Marketing Research Methods

Examines various research methods used in marketing, both quantitative (surveys, experiments) and qualitative (interviews, observations). Addresses the role of multi-method research in marketing and highlights the advantages and the challenges.

291 Ph.D. Seminar in Perception, Judgment, and Choice

Examines key underpinnings of consumer decision-making including individual- and situation-specific variables that influence perception, judgment and choice. Emphasis will be on theories and methods that can guide managerial decisions.

291 Ph.D. Seminar in Marketing Management and Strategy

Examines how firms make decisions about pricing, product design, product introductions, distribution and advertising. Also discusses strategy, competition, market structure, information signaling and reputation, technology, and research and development.

291 Ph.D. Seminar in Marketing and Culture

Focuses on cultural practices and behaviors in the marketplace both across and within cultures.  Discusses rapid globalization and the increasing role of culture. Ethnographic methods will be employed.


291 Ph.D. Sem - Mktg I

A special topics course.

291 Ph.D. Sem - Mktg II

A special topics course.

295B Micromarketing Lab
Develop marketing plans for specific retail locations and neighborhoods based on past purchases and demographics. Topics include retail site selection, product category management, promotion management, shelf space allocation, and targeted advertising. Hands-on experience with Retail Sales Analysis and Geographic Information Systems software. Prerequisite:  205.


297H Experimental Design

Advanced course provides experience in planning and implementing an experiment or quasi-experiment, including choice of topic, study design, data analysis, and manuscript preparation.  Data analysis topics include ANOVA, ANOCOVA, repeated measures, logistic regression, chi-square, and tests of mediation.