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Marketing

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.

Faculty

Kevin Duane Bradford

Kevin Duane Bradford
Associate Clinical Professor of Marketing
Research Interests: Personal Selling, Sales Management, Distribution of Firearms, Marketing Practices of Guns, Gun Culture

Tonya Bradford

Tonya Williams Bradford
Assistant Professor
Research Interests: Rituals, Market Exchange, Gift-giving, Communities

Imran Currim

Imran Currim
Distinguished Professor
Research Interests: Marketing research, Customer choice, Design and marketing of products and services, Customer behavior online, Impact of competitive product, service features, and marketing efforts on consumer choice and market share

Mary Gilly

Mary Gilly
Dean's Leadership Circle Endowed Professor, Professor
Research Interests: Consumers and technology, Services Marketing, Under-served markets, including Hispanics and the elderly, Effects of advertising on employees, Compliance in Service Encounters

John Graham

John Graham
Professor Emeritus, Marketing and International Business, Faculty Director of the Center for Global Leadership and Director of International Programs
Research Interests: 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

David Knuff

David Knuff
Assistant Dean, External Relations, Professor

Sreya Kolay

Sreya Kolay
Assistant Professor
Research Interests: Game Theory, Pricing & Promotion Strategies, Distribution Channel Management, Product Line Design, Durable Good Pricing, Product Bundling

Loraine Lau-Gesk

Loraine Lau-Gesk
Associate Professor

Connie Pechmann

Connie Pechmann
Professor
Research Interests: Effectiveness of various anti-smoking and anti-drug advertising tactics, Effectiveness of social media and online communities, Transformative consumer research, Consumer behavior, Advertising strategy and regulation, Advertising to adolescents, Deceptive advertising, Product placement, Pharmaceutical advertising, Retailing, micromarketing and geographic information systems (GIS)

Eric Spangenberg

Eric Spangenberg
Dean of UCI Paul Merage School of Business and Professor
Research Interests: Marketing, Question-behavior effects, Psychometrics, Consumer skepticism toward advertising, Environmental psychology, Brand extended self-construal: The extent to which brands make up one's self-concept

Rajeev Tyagi

Rajeev Tyagi
Walter B. Gerken Chair in Enterprise and Society, Professor of Marketing
Research Interests: Competitive marketing strategies, Game theory, Distribution channels, New products

Alladi Venkatesh

Alladi Venkatesh
Professor
Research Interests: Technology Diffusion Computers in the Home, Aesthetics and Marketing, Design Issues, Ethnoconsumerism, Markets and Culture, Postmodernism

Coursework

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

MBA Core Course Description

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 in a Digital Age
Consumers have unprecedented access to information and influential power unlocked by digital technologies. This course examines psychological influences in memory, judgment, and decision making with emphasis on virtual contexts, including an experiential project employing course theories and research methods.

251A. Marketing Research
Expands on the traditional methods for conducting marketing research to generate consumer insights to incorporate digital methods of data collection and analysis. Discusses problem formulation, data collection, statistical analyses, formulating managerial recommendations, implementation, and how research is used by companies.

252D. New Product Development
Provides frameworks and techniques to develop new products in the new digital economy. Techniques to identify and define markets, measure consumer preferences, design and position new products, conduct prototyping, simulations, and experimentation, forecast sales. SPSS and other software used.

254. Global Marketing: Multinational Marketing Strategies
This course focuses on marketing strategies within multinational organizations from market assessments, political, legal, cultural, social environment, and the role of global interdependence. We examine digital techniques across trends, best practices and strategies. Integrative online cases will be analyzed.

257. Marketing on the Internet
This course examines impacts of technology on marketing, emphasizing strategic and tactical implications for marketing managers. Topics cover technology and consumers, marketing strategy, branding, advertising, omnichannel, search engine marketing, email and mobile marketing, conversion optimization, web analytics, and more.

Since its commercial inception in the early 1990s, the internet has dramatically transformed marketing practice, resulting in spectacular successes as well as dismal failures within the ever-evolving space. Gaining the strategic know-how necessary for a chance at success in such a highly competitive and challenging digital environment requires knowledge of the historical, technological, social and commercial developments that have helped to shape the internet of today. The course covers online marketing concepts from pre-launch strategy to post-launch analytics (and numerous topics in-between), referencing real-world examples to illustrate key points while encouraging participation, discussion and a shared learning experience. Marketing on the Internet merges theoretical concepts with strategic and practical solutions. Through a combination of readings, industry articles, case studies and online references (including blog posts, tweets and videos), students are exposed to the latest developments in internet marketing.

258. Marketing Strategies for High Technology Companies
This analytical course aims to provide an understanding of the marketing problems faced by managers in high-technology firms, and to familiarize you with the conceptual framework and decision tools necessary for managing technology-intensive businesses. Advances in digital technologies have changed almost all aspects of marketing in high-tech industries. Thus, it is important that students learn appropriate frameworks and tools that allow them to create and capture value through marketing actions in the presence of these technological changes. This course provides the necessary frameworks, techniques, cases, and examples that should help a marketing manager or an entrepreneur in this new digital economy.

Representative topics include product and pricing policy in the presence of network externalities, compatibility concerns, and systems competition; effect of technological and market uncertainty on marketing strategies; technology licensing strategies; contracting in high-tech markets; product and pricing policy for managing inter-generational transitions; product line design; product bundling strategies; specialized pricing issues such as usage-based pricing (e.g., pricing of Internet services), pricing of congested networks, and auctions.

290. Insight Marketing
Insight Marketing integrates the disciplines of traditional Brand Marketing, Product Marketing and Consumer Insights. Students will learn the key difference between information and insight and become more consumer-centric in how they view the world.

This course introduces students to the practical side of the highly effective Insight Marketing method. Insight Marketing integrates the disciplines of traditional Brand Marketing, Product Marketing and Consumer Insights. Students will learn the key difference between information and insight and become more consumer-centric in how they view the world. There will be much attention on understanding the difference between product attributes versus product benefits; an important skill in the marketing profession. Students will learn the drivers of brand equity, the importance of product positioning, and be exposed to several proven strategic frameworks. This course is designed to be both strategic and practical in nature. Students will be required to present almost weekly as we learn and apply the various aspects of Insight Marketing. The final project requires student teams to take an existing consumer product or service and generate a clear positioning and brand essence. Additionally the final project requires students to leverage a key consumer insight to create a 30 second commercial which will be strategically and creatively critiqued; just like in the real world.

290. Marketing Strategy
Investigates how social media and the digital age affect marketing strategy considering the frameworks identifying marketing problems, plans for courses of action to address marketing problems, and marketing tactics and strategies to reach business objectives in a turbulent market.

290. Sales Management
Investigates the role of the sales manager in the digital age by considering the trends and evolution of the sales management function and the role of the salesperson responsible for large customer relationships in the turbulent Business to Business Market.

290. Social Media Marketing
Social media marketing examines recent developments in the social media world including Facebook, Twitter, Instagram and others. Topics cover user generated content, digital strategies, market behaviors and consumer issues. We examine these developments and application areas through concepts and case studies.

The Social Media Marketing seminar is not a “fast fix” with a set of “how to” technical prescriptions; such information is widely available through online resources generously offered by the industry.  Though we will master crucial “how to” tools, our approach will focus on in-depth analysis of current global trends in Social Media Marketing rooted in a conceptual understanding of social networks and the role of technology. Because of the fluid nature of Social Media Marketing, in the classroom we may not find answers to all our burning questions. However, students should finish the course prepared to professionally face the near future of Social Media and market on evolving social platforms.

295B. Micromarketing with Digital Footprints
Micromarketing with Digital Footprints focuses on how businesses use digital footprints from household data and point-of-purchase data to customize product offerings and delivery, store locations, advertising, and promotions to households and neighborhoods with the highest market potential.

In the first part of the course, students will receive extensive, hands-on experience using data on household digital footprints, as well as mapping software called Geographic Information System (GIS) software to visualize the data such as household and then consumer segments based on the digital footprints from Experian, Alteryx software to access and analyze the data, mapping software from ESRI called ArcMap, and an address geocoder from TomTom.  The second part of the course will teach students to use point-of-sale digital footprint products from retail stores. By using data and software are provided by AC Nielsen, in their business intelligence product called Answers Retail Edition, students learn unit and dollar sales for all stocking units (SKU’s) at several retail locations, including sales by competitors. In addition to data reported monthly, which includes sales by brand, manufacturer, product category, price, and price promotion.

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)