Home > About > Intellectual Powerhouse > Marketing
Marketing Interest Group
Marketing is a rich and diverse discipline that requires a strong foundation in areas such as psychology and economics. Owing to this broad spectrum of knowledge and skill requirements, the marketing profession has opportunities for people with diverse interests and abilities, including creativity, interpersonal skills, or analytical thinking.
The Marketing Interest Group reflects this diversity in terms of faculty expertise, course offerings, and teaching approaches. Read more about our graduate and undergraduate course offerings:
Marketing Course Abstracts
- Marketing undergraduate course abstracts
- Undergraduate marketing major
- Marketing MBA course abstracts
- Marketing PhD program
MBA Marketing Curricular Tracks
Our curricular tracks focus you early in your MBA career and help you identify the competencies sought by industry leaders and human resources professionals.
The University of Pittsburgh’s chapter of the American Marketing Association provides an additional resource for students who wish to explore and develop their marketing interests as well as an outlet for industry knowledge and insights.
Marketing faculty members have a wealth of domestic and international teaching and consulting experience. They also are very active researchers. Their research interests span managerial/strategy, quantitative/analytical, and behavioral issues. The Pitt Business faculty’s current research topics include:
Managerial/Strategy
- Customer-focused brand management, brand equity, alliances, and cobranding;
- Identifying core capabilities and managing the acquisition and refinement of these capabilities;
- Satisfaction, loyalty, and retention; and
- Refining models of customer relationship management
Quantitative/Analytical
- Asymmetric retailing and the issue of power retailers in distribution channels;
- Aspects of electronic commerce such as consumer behavior, auctions, and customized strategies like bundling;
- New high technology products, their pricing, and the diffusion of these innovations; and
- Shopping baskets, segmentation, and product/finance portfolios;
Behavioral
- Behavioral loyalty versus attitudinal commitment;
- In-store shopping and decision making;
- Word of Mouth advertising and referral; and
- Identity, self-construal, and cultural identification.
