Marketing
Our Mission
Our mission is to inform the practice of marketing by providing a deeper understanding of the customers and stakeholders who interact with marketing services, products, companies, selling
environments, and brands. We strive to be recognized as a first-class research department, with steady publication in the most highly regarded academic journals. Simultaneously, we work diligently to deliver an excellent academic experience to all students—one that engages our programs of research and helps students to develop deep competencies in marketing, preparing them to become innovative and effective leaders in the field.
Our Philosophy
Our efforts are sensitive to three meta-trends affecting marketing and consumption:
- A marketing paradigm shift from exchange to stakeholder relationships
- An increasingly collaborative and consumer-controlled world
- Increased accountability for marketing performance
We believe in marketing as a true multidisciplinary function—to do good marketing, managers not only have to be masters of psychology, sociology, culture studies, and economics, they also have to align their strategies with organizational business models, structures, and plans. Our research and teaching considers this integration. We are committed to advancing knowledge in both theoretical and methodological domains to support our substantive goals.
For general inquiries, please contact:
Lisa Bassett
Program Coordinator
Phone: (617) 353-4149
Fax: (617) 353-4098
In a world of unprecedented ease-of-communication, marketers now--more than ever--need to understand how and why consumers relate to brands, to the companies that make them, and even to each other. This marketing department continues to grow with dynamic teachers and world renowned researchers who provide their students with the tools to answer these questions and to excel as 21st Century marketers.
