Goizueta’s Impact on Marketing

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The field of marketing is concerned with creating, communicating, and delivering a compelling and competitive value proposition to consumers.  Goizueta is a pioneer in this arena, with faculty who have developed many of today’s theories and a curriculum and career focus that is innovative in approach and effective in results.

Scholarly research in marketing is social science applied to marketing problems — applied economics, applied psychology, applied sociology, etc. The Marketing faculty primary research orientation revolves around making rigorous conceptual and theoretical advances and empirically testing theories in two broad areas: marketing strategy, and marketing analytics.

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“Marking is one of the most popular majors at Goizueta,” said Doug Bowman, Professor of Marketing and Area Coordinator. “As such we attract a really strong student. Our unique approach really combines theory with experiential.”

Emory GMSC Anniversary LogoStudent-centric values also provided foresight more than 20 years ago to see the importance of experiential learning in marketing.  To that end, Goizueta created a ground-breaking, field-based opportunity for students interested in marketing which became the Goizueta Marketing Strategy Consultancy – one of the first student-led, project-based consultancies of its kind in the nation that interfaces with Fortune 500 companies on critical projects and initiatives.

Students also benefit from distinguished facultyunique coursework and project-based opportunitiesthe newly-created Marketing Analytics Center (EmoryMAC) as well as a list of recent companies selecting Goizueta graduates for marketing careers in their firm.

The Marketing faculty has a very active program of research and publication in the leading journals in marketing. Many faculty have received highly competitive external research grants, hold leadership positions in marketing professional organizations, and are active in agenda-setting through visible roles in the editorial boards of leading journals including Journal of MarketingJournal of Marketing ResearchManagement Science, and Marketing Science.

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