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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.
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Meet the Faculty
Meet the Students
Courses & Seminars
Specializations and Degrees
 

Specializations

A marketing specialization prepares students to help organizations decide which consumer groups to serve and which products and services to produce, and to set appropriate levels of promotional effort, pricing and other considerations in generating sales.

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Entertainment, Media and Sports Specialization

UCLA Anderson is the first top-tier MBA program to offer an entertainment management specialization. Our curriculum is designed to blend theory and practical application. Our world-class marketing faculty and leading industry executives provide students a broad understanding of the strategy and operating principles that drive the individual sectors of the media, entertainment and sports industries.
 

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Ph.D. in Marketing

Behavioral and quantitative orientations are all reflected in the individual interests of the marketing faculty who, in collaboration with doctoral students, are actively involved in groundbreaking research in all aspects of the discipline. Our Ph.D. graduates hold leading positions in academia and industry in North America, Europe and Asia.

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Master of Science in Business Analytics

An essential part of marketing is understanding the analytics that help account for and predict behaviors. The amount of data available in the business world and financial markets is exploding. Businesses, government, consumers, investors, policymakers and others face major challenges as well as opportunities in adapting to the results of the fast-moving flow of information. The UCLA Anderson Master of Science in Business Analytics will give you the tools to become a leader in this rapidly evolving and in-demand field.

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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