The Marketing Area teaches students to become leaders who can use marketing to create value for consumers in a responsible, profitable, and sustainable manner. The faculty develops cutting-edge research about consumers, including consumer needs, information processing, decision-making, and consumption central to market-level decisions.
The marketing faculty aim to be a preeminent source of pioneering research about consumers. They study the consumer as their primary unit of analysis, irrespective of the specific methodology of research. Their research examines the nature of consumer needs, motivations, information processing, categorization, decision-making, and consumption, in the context of consumers and organizations (profit and non-profit) as entities that exchange value to inform and improve the well-being of each other and of society.
The marketing faculty publish in top research publications, organize and present at seminars, conferences, and workshops.
MBA Certificate in Consumer Analytics and Insights
The MBA Certificate in Consumer Analytics and Insights prepares students to identify sources of data to examine how an organization’s actions affect relevant decisions, select suitable methods to analyze these data, and understand the risks involved. Through a series of courses, hands-on consumer analytics projects, and events allowing them to engage with experts, students learn how to manage consumer analytics projects and translate the results into strategic insights.
The marketing faculty aim to be a preeminent source of pioneering research about consumers. They study the consumer as their primary unit of analysis, irrespective of the specific methodology of research. Their research examines the nature of consumer needs, motivations, information processing, categorization, decision-making, and consumption, in the context of consumers and organizations (profit and non-profit) as entities that exchange value to inform and improve the well-being of each other and of society.
Michael and Robin Psaros Endowed Chair in Business Administration, Senior Associate Dean for Faculty Affairs, and Area Coordinator for Marketing in the MSB Marketing Area Coordinator and Senior Associate Dean for Faculty Affairs
We are pleased to welcome new faculty members to the Georgetown McDonough community this fall.
In our Meet the New McDonough Faculty Series, learn more about the interests, specialties,…
Prashant Malaviya, professor of marketing and senior associate dean of MBA programs
Earlier this month, more than 100 million viewers tuned in to watch Super Bowl LVI. The annual sporting event…
“A big reason that “purpose” may be important for individual brands, as well as the corporate house, is the motivation of some consumers to align themselves with brands that authentically embrace a greater mission than pure profit. For some, mostly younger audience segments, mission or purpose is the primary motivation to choose between competitive brands. So, while my household has Hellmann’s in the fridge because it makes our sandwiches and salads delicious, others may want a brand that plays an authentic role in societal issues,” said Charles Skuba, professor or the practice at the McDonough School of Business, Georgetown University.
