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.
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.
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NRF Business of Retail Initiative
The NRF Business of Retail Initiative at Georgetown’s McDonough School of Business connects students, faculty, and industry leaders to explore emerging trends, drive cutting-edge research, and develop the next generation of retail changemakers. Rooted in Georgetown’s tradition of academic excellence and global perspective, the faculty-led NRF Business of Retail Initiative focuses on the intersection of business and retail to inspire innovation and collaboration in the industry. It also collaborates with the National Retail Federation to expand access to meaningful career pathways for students and alumni in retail and beyond.
Explore NRF Business of RetailFaculty
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.
Marketing Faculty
Professor Emeritus
Professor
Adjunct Faculty
Assistant Professor
Adjunct Lecturer – SCS MPS – Sports Industry Management Program
Adjunct Lecturer- McDonough School of Business
Professor of the Practice
Teaching Professor and Faculty Director for the Business Scholars Program
Adjunct Faculty
Associate Professor
Michael G. and Robin Psaros Chair in Business Administration and Professor of Marketing
Assistant Professor
Assistant Professor
Assistant Teaching Professor | Program Director, NRF Business of Retail Initiative
Senior Advisor — MSB Custom Executive Programs
Professor of Marketing and Vice Dean of Programs
Assistant Professor
Assistant Professor
Beyer Family Associate Professor
Professor Emeritus
Teaching Professor
McDonough School of Business and Center for Intercultural Education and Development
Professor of the Practice Emeritus
Professor of the Practice Emeritus
Professor Emeritus
Professor and Marketing Area Chair
Professor of Marketing and Research Director, NRF Business of Retail Initiative
News from Marketing
More Marketing Faculty News
Alumni, Research and Insights
The Edge: The Recommendation Funnel
Before making a purchase, people increasingly turn to online platforms and communities to seek out recommendations, opinions, and lived experiences from others. But behind what users see on the…
July 9, 2026
In the News
AI Slop is Taking Over the Internet. And It’s Here to Stay.
Ziwei Cong, a marketing professor at Georgetown University’s McDonough School of Business, sees AI slop bifurcating the internet. As AI-generated content becomes even cheaper and more abundant, she expects human-created content to retreat behind expensive paywalls.
December 29, 2025
In the News
Consumers Are Feeling Gloomy About the Economy. Here’s Why They’re Spending Anyway
Luc Wathieu, a professor of marketing at Georgetown’s McDonough School of Business, said the disconnect between sentiment and spending is a “paradox,” but added shoppers and retailers have left behind a trail of breadcrumbs to explain it. He said holiday season has gotten off to a strong start because people are shopping early around events like Black Friday and Cyber Monday to save money.
December 17, 2025