Degrees and Programs
Bachelor of Business Administration Concentration in Marketing
Master of Business Administration with a Concentration or Minor in Marketing
Master of Science in Business Analytics
Marketing
Affiliated Research Centers
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The Brierley Institute For Customer Engagement
The Institute brings together students, professors and practitioners to investigate how consumers engage with brands: What drives customer loyalty and value? Through innovative learning experiences, students gain practical tools to flourish in the marketing field.
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The JCPenney Center For Retail Excellence
How do shoppers spend their money? Why are they loyal to certain retailers鈥攁nd what causes them to switch? At the JCPenney Center, faculty and students focus on these questions and analyze how retailers' activities drive and are driven by consumer behavior. An engaging speaker series with industry presentations and networking opportunities dovetails with classwork to help prepare students for careers in the rapidly-changing retail sector. Learn more about the JCPenney Center
Featured Faculty & Recent Research Insights
Wayne Taylor's research on the effects of sports betting legalization on consumer behavior, state finances, and public health.
His research investigates the impact of sports betting legalization on consumers using a large panel of individual-level financial data from 11 states. The findings uncover a significant increase in online sports gambling (OSG) activity, with spending rising by 369% following legalization. While spending increases were consistent across all income levels, the rate of spending over 1% of monthly income rose by 372%. This increase in was disproportionately concentrated among lower-income individuals. The study also found that existing gamblers, not just new ones, were the primary drivers of this rise in behavior.
Beyond gambling, the research revealed broader societal impacts. The legalization of sports betting was associated with a 20% increase in mass-market alcohol consumption and a 75% increase in calls to gambling helplines. From a fiscal standpoint, states benefited from an average of an additional $0.78 in monthly tax revenue per capita. The analysis also provides reassurance for states with existing casino industries, as it found little evidence that online sports betting cannibalized in-state casino activity and in some cases, the two acted as complements. These findings highlight the trade-offs of legalization and the importance of targeted policy interventions to mitigate adverse effects.
For more, see the full research paper on SSRN.
Meet our featured faculty
Edward Fox
Marilyn and Leo Corrigan Professor of Marketing
Marketing Department Chair
West Point to Wharton, crunching relevant retail numbers and researching buyer behavior, Dr. Fox is also on the cutting edge of tech-assisted teaching.
Mili Mormann
Assistant Professor of Marketing
Fischer Research Professor
Mili's work examining consumer behavior and decision-making, with a focus on visual and attentional processes that drive behavior appears in academic journals and the Wall Street Journal, Harvard Business Review and Time.
Michael Braun
Associate Professor
Marilyn and Leo F. Corrigan Research Professor
Michael trains the next generation of business leaders to use customer data to address real-world managerial problems. A leader in the field, he publishes and speaks about cutting-edge management and marketing topics.