Marketing

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.

Featured Program

MBA Certificate in Consumer Analytics and Insights

Research Center

Georgetown Institute for Consumer Research

#Trending: Planning Travel

March 6th, 2019

Are you too optimistic when planning your spring or summer travel? Georgetown McDonough professors discuss why paying amenity fees up front, or choosing not to redeem airline miles, may pay off in the long term.

#Trending: Super Bowl and Oscars Ads

January 31st, 2019

How have Super Bowl and Oscars advertisements affected post-Sunday night engagement on social media and in sales? Georgetown McDonough professors examine how brands are combining traditional and social advertising to reach the modern customer.

Thompson Receives Distinguished Alumni Award

June 13th, 2018

Debora Thompson, Beyer Family Associate Professor of Marketing, was awarded the 2018 Allan Nash Distinguished Doctoral Alumni Award from the University of Maryland for outstanding research and teaching, as well as service contributions to the field.