The Marketing area at the Paul Merage School of Business represent all major area of expertise within the marketing field. The faculty have expertise in business-to-business, business-to-consumer and internet marketing. They study marketing strategy, pricing, product development, promotions, selling, communications, social media and consumer behavior and they use modeling, surveys, experiments and interviews. All of our marketing faculty are interested in or directly work on issues related to the digital marketplace.


Kevin Duane Bradford
PhD, University of Florida

Tonya Williams Bradford
PhD, Northwestern University

Imran Currim
PhD, Stanford University

Mary Gilly
PhD, University of Houston

John Graham
Professor Emeritus
PhD, University of California, Berkeley

Sreya Kolay
PhD, University of Rochester

Loraine Lau-Gesk
PhD, University of California, Los Angeles

Connie Pechmann
PhD, Vanderbilt University

Rajeev Tyagi
PhD, University of Pennsylvania

Alladi Venkatesh
PhD, Syracuse University

Lecturers and Researchers


Undergraduate business classes may be found through the UCI course catalogue.

MBA Core Course Descriptions

205. Marketing Management
Individuals and companies around the world are now more connected than ever before. These changes are evident in how companies operate, particularly in the arena of marketing—the vehicle through which companies and consumers connect. The core Marketing Management course introduces marketing fundamentals—such as understanding customers, assessing competitive markets, identifying growth strategies, and differentiating products, including the fundamentals associated with product design, pricing, promotion and distribution—in an integrated manner within the context of a complex set of factors influencing the marketplace throughout the world. Indeed, digital technologies make it possible for companies to better understand markets and interact with consumers, and also for consumers to achieve unprecedented levels of self-expression and influence. This is particularly true given the evolution of internet from Web 1.0 to 2.0. For example, Web 1.0 brings to light online search and purchase behavior, thereby allowing companies to recommend additional products and services to customers. Moreover, the interactive nature of Web 2.0 enables companies and customers to keep pulse on their relationship, for example, by monitoring what they post, how they behave and why they would react that way. Such detailed insights have significant implications for marketing strategy, including product development, diffusion, co-creation, and management. Though the core course is tailored to suit the needs and characteristics of the students in each program at Merage, each class session across programs exposes the interplay between marketing theory and practice, where students will be challenged to assess and anticipate digital realities in the marketplace, and roles for these new realities in shaping future strategic possibilities and decisions. Students will explore and apply theories related to consumers, markets, and companies through discussions of world class cases, current happenings, as well as best (and worst) practices. Through the overall course materials and a term project, students will understand that effective marketing management goes well beyond simply internalizing marketing facts and institutional detail; rather, that it involves a deep understanding of the customer through critical thinking and knowledge integration of several key principles including the unprecedented penetration of digital technologies in all aspects of marketing management.

MBA Elective Descriptions

250 Consumer Behavior
Examines the consumer decision-making process with an emphasis on application of concepts and research findings from behavioral sciences for solution of marketing problems. Includes models of consumer decision-making, information processing theories, and sociological influences on consumer decision-making.

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.

252A Advertising and Communications Management
Integrated marketing communications, including advertising, sale promotions, public relations, and direct mail. Exposure to elements of a communications plan; marketing research, including copy testing and tracking; creating brand value; media strategies; metrics. Evening or weekend course format.

252D New Product Development
Designed to introduce the new product development process and techniques to identify markets, develop new product ideas, measure consumer preferences, position and design new products, as well as test them prior to launch. Analytical thinking and techniques are emphasized.

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 business. Financial, legal, and cultural barriers to international marketing are emphasized.

256 Design Management and Innovation
Presents a design-driven approach, from design as organizational vision to strategic innovation to managing the design process. Students are exposed to design fundamentals and work in teams that involve creativity workshops and real-world projects.

257 Marketing on the Internet [ITM Course]
Examines the impact of the Internet on traditional methods of doing marketing, and explores its existing and future uses. Discusses how to capitalize on and increase the Internet's utility as a tool that can increase marketing effectiveness, efficiency, and competitiveness. Course may be offered online.

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

259 Strategic Brand Management
Addresses important branding decisions faced by organizations. A computer simulation allows students hands-on experience in making decisions about their brand and seeing the results of those decisions.

295B Micromarketing Lab
Develop marketing plans for retail locations and neighborhoods based on past purchases and demographics. Topics include retail site selection, targeted advertising, promotion management, and category management. Gain experience with Geographic Information System (GIS) software and retail sales (POS) analysis.

290 Special Topics in Marketing
Studies in selected areas of marketing. Topics addressed vary each quarter. Past courses include: Marketing Strategy, Social Media Marketing, Insight Marketing, Brand Management Simulation, Sales Management.

PhD Course Descriptions

291-MK1 PhD 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-MK2 PhD 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-MK3 PhD 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-MK4 PhD Seminar in Marketing Models of Perception, Preference and Choice 
Overviews the fundamentals and development of marketing models of perception (e.g., perceptual mapping), preference (e.g., conjoint analysis) and choice (e.g., multinomial logit models).
291-MK5 PhD 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-MK6 PhD 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-MK7 PhD Seminar in Marketing Theory and Foundations

The PhD seminar will address theory and foundations of Marketing discipline with readings from well-known scholars and academics dating back to the 1970s. Building on previous work and more recent developments, the seminar provides fresh insights and applications.

291-MK8 PhD Seminar in Models of Consumer and Managerial Decisions (2 units, first taught in Spring 2014, Currim)

291-MK9 PhD Seminar in Affect and Cognition (2 units, first taught in Winter 2014, Lau-Gesk)