Portrait image for Carol Scott

Carol Scott

Professor Emeritus, Marketing
(650) 473-9297
Areas of Expertise:
  • Aerospace
  • Consumer Behavior
  • Customer Analysis
  • Corporate Renewal
  • Global Marketing
  • Marketing Strategy
  • Marketing Trends
  • Medical Marketing
  • Retailing
  • Trademarks




Carol Scott focuses her research on marketing positioning strategies and customer analysis for marketing decisions. She has examined how and what consumers learn from their own consumption behavior and outside information sources — in particular, how consumers form and change beliefs about marketplace characteristics. Her most recent project investigates issues related to brand equity and leverage of brand names.

At UCLA Anderson, Scott teaches classes in the elements of marketing and marketing strategy and policy. She has been on the faculty at UCLA Anderson since 1977 and served the school in a variety of administrative positions from 1986 through 1994, including as chairman of the faculty and associate dean for academic affairs. Before joining UCLA Anderson, she was a visiting associate professor at the Harvard Business School and was on the faculty at Ohio State University for three years.

Scott is a frequent author and lecturer and has served on the editorial board of the Journal of Consumer Research since 1980. She has served as a consultant to a variety of for-profit and nonprofit organizations on questions of marketing strategy, marketing positioning and marketing effectiveness. In addition, she is a member of the board of directors of United Online Inc., Sizzler International Inc. and Athena Medical Corporation.



Ph.D. Marketing, 1975, Northwestern University

M.S. Management, 1972, Northwestern University

B.S. Education, 1970, University of Texas at Austin