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
Georgetown Institute for Consumer Research
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.
Professor of the Practice and Academic Director for the Master of Science in Business Analytics Program
Michael and Robin Psaros Endowed Chair in Business Administration; Professor; Marketing Area Coordinator
Office Hours: Prashant Malaviya Reviews Super Bowl Advertisements and Discusses Emerging Trends
February 28th, 2022
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…
Letter: Purpose before profit can give brands an edge
January 17th, 2022
“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.
Sticker shock over holidays could shake up how retailers, consumers think about sales
November 26th, 2021
Luc Wathieu, a professor of marketing at Georgetown University’s McDonough School of Business, said retailers don’t need to dangle discounts in the same way this holiday. In fact, he said, retailers would be silly to do so.
Sitting Out the Season: A Record Number of Americans Say They Won’t Be Buying Holiday Gifts This Year
November 25th, 2021
Karthik Easwar, an associate professor at Georgetown University’s McDonough School of Business who specializes in consumer psychology, said he agrees that the pandemic’s economic impact has been stark and uneven…”We all experienced the pandemic, but some experiences were very different for different parts of our society — especially our workforce,” said Easwar.
