The marketing function is crucial to the health and survival of any organization. Economic, social, cultural and even political organizations increasingly recognize the importance of the marketing function in modern management. Scholars in the field attempt to understand, explain and predict the effectiveness of various marketing strategies and to develop theoretical frameworks around consumer decision making with which more efficient and effective strategies can be designed.
UCLA Anderson’s faculty and students are uncovering new truths and redefining contemporary marketing practice by asking — and answering — the questions that help organizations decide which consumer segments to target and which products and services to produce. The marketing curriculum involves a comprehensive study of concepts that prepare students to set appropriate levels of branding, promotion, pricing and other tactical elements that generate sales. Our graduates assume positions in brand management, product management, new product development, sales force management, advertising, and management consulting.
UCLA Anderson’s faculty and students are uncovering new truths and redefining contemporary marketing practice by asking — and answering — the questions that help organizations decide which consumer segments to target and which products and services to produce. The marketing curriculum involves a comprehensive study of concepts that prepare students to set appropriate levels of branding, promotion, pricing and other tactical elements that generate sales. Our graduates assume positions in brand management, product management, new product development, sales force management, advertising, and management consulting.
Featured Research
Our Marketing area faculty conduct research on a number of different topics. Below are a few examples of our recent work.
Research
Age-Old Question: What Makes You Happy?
Research by Cassie Mogilner Holmes examines happiness as we age
Research
Examining the Difference Between Quality and Taste in Consumer Preferences
Laptops and TVs are based on quality, fast food and soda on taste; but Stephen Spiller finds that some buyers defy these models, and it’s an opportunity for marketers
Research
Sensitivity to Debt Type Predicts Financial Health
Research by Hal Hershfield reveals that those wary of payday loans tend to manage their finances better