Full-Time MBA

Marketing Management

Innovative, cross-disciplinary, and data-driven, the Chicago approach to marketing is at the forefront of an evolving field. Crucial to success in any business, marketing is about more than coming up with the next big idea. It is a driver of growth and marketplace value, and requires a unique brand of business leaders.

At Chicago Booth, one in five full-time students pursue a marketing management concentration. They learn from an award-winning faculty that is revolutionizing how people study and research marketing. With a curriculum rooted in the fundamental principles of psychology, economics, and statistics, students are equipped with the innovative thinking needed to go beyond the bounds of traditional marketing. They apply what they've learned to real business situations in hands-on experiential learning courses.

Our students are known for their ability to act decisively and think through unique problems with confidence.

You'll have the chance to explore activities outside the classroom in numerous ways that will also allow you to build new skills, relationships, and networks. These include:

  • Marketing Group - This student group seeks to educate members on career opportunities and trends in marketing; prepare members for the job search process; provide a network for social interaction with peers, faculty, administration, and recruiters; and promote Chicago Booth as a source for marketing talent.
  • Marketing Group Conference - This conference exposes students to current issues in marketing and provides an excellent forum for networking.
  • Dean's Marketing Advisory Committee - Members are responsible for generating and executing a set of internal marketing efforts, annually.
  • DMAC Marketing Case Competition - Students in this competition develop marketing ideas to generate brand loyalty and further enhance Chicago Booth's reputation. Sponsoring companies send personnel to judge the contest. The first two sponsors of the competition have been Google and GE Healthcare Financial Services.
  • Quantitative Marketing and Economics Conference - This annual conference features research in the intersection of marketing, economics, and statistics. The goal of the conference is to provide a forum for interaction among researchers in this growing and important area.

You’ll have the option of taking courses that address your individual career choices. Samples include:

  • Marketing Strategy - This course introduces the substantive and functional aspects of marketing management. It covers the elements of marketing analysis (customer, competition, and company), and the marketing mix (product strategy, pricing, advertising and promotion, and distribution). It uses case studies so students can develop, present, and defend their recommendations, as well as critically evaluate the recommendations of others.
  • Pricing Strategies - This course is a blend of analytic marketing techniques, marketing strategy, and economic theory. Students work with real data, analyzing managerial pricing problems. Critical marketing questions are answered such as how to determine a new product's price, how to assess whether current prices are appropriate, what is price leadership, and what is value pricing.
  • Data-Driven Marketing - The availability of data on actual market behavior of consumers is revolutionizing the way marketing is conducted, as well as the way in which marketing activities are planned and evaluated. This course introduces students to these new data sources and provides a set of innovative analytic tools.
  • Management Lab - Chicago Booth pioneered experiential business education in the 1980s with the Laboratory in New Product Development. Now called Management Lab, students tackle high-profile consulting projects in areas such as new product development, branding, channels to market, and strategy. Over the years, projects have expanded beyond the United States to China, South America, Russia, Botswana, United Arab Emirates, and Turkey.

You’ll study with professors who conduct groundbreaking research and are recognized for revolutionizing the use of data in generating actionable insights for better marketing decisions.

Dan Bartels

Dan Bartels, assistant professor of marketing and Neubauer Family Faculty Fellow, investigates the mental processes underlying consumer financial decision making, moral psychology, and intertemporal choice. His work has appeared in such publications as Cognition, Journal of Experimental Psychology: General, Psychological Science, and Journal of Consumer Research.

Pradeep K. Chintagunta

Pradeep K. Chintagunta, Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing, conducts research into the analysis of household purchase behavior, pharmaceutical markets, and technology products. His research has appeared in the Journal of Marketing Research, Marketing Science, Management Science, the International Journal of Research Marketing, and the Journal of Econometrics.

Sanjay K. Dhar

Sanjay K. Dhar, James H. Lorie Professor of Marketing, studies topics such as strategic marketing management, advanced marketing strategy, brand management, new product development, pricing strategy, promotion strategy, and product placement strategy. His research has been awarded the 2008 Paul Green Award which recognizes the best article published in the Journal of Marketing Research.

Jean-Pierre Dubé

Jean-Pierre Dubé, Sigmund E. Edelstone Professor of Marketing, studies empirical industrial organization, dynamic oligopoly, competitive advertising, competitive pricing, retail competition, price discrimination, and internet marketing. Recently, he has worked on the role of dynamics in the strategies of competing firms.

Günter J. Hitsch

Günter J. Hitsch, professor of marketing, studies quantitative marketing and industrial organization, empirical models of consumer choice and competition, the economics and marketing of new products, and the economics of dating and marriage markets. "I've been able to make progress in these areas by advancing statistical methods, especially computational techniques that allow me to tackle previously unsolvable, complex decision problems," he explains.

Christopher K. Hsee

Christopher K. Hsee, Theodore O. Yntema Professor of Behavioral Science and Marketing, conducts research on the interplay between psychology and economics, happiness, marketing, and cross-cultural psychology. He serves or has served on the editorial boards of several academic journals, including the Journal of Marketing Research, Organizational Behavior and Human Decision Processes, Journal of Behavior Decision Making, and Management and Organization Review.

Abel Jeuland

Abel Jeuland, Charles H. Kellstadt Professor of Marketing, studies the design and application of analytical marketing tools (statistics, econometrics, management science, economic modeling) to address marketing issues, such as product design and new product diffusion, forecasting, the effects of marketing mix variables (pricing, distribution, advertising, promotions), and the nature of competition (product differentiation and market segmentation). 

Art Middlebrooks

Arthur Middlebrooks, ’88, clinical professor of marketing and executive director of the James M. Kilts Center for Marketing, specializes in innovation, services marketing, and branding. He focuses on helping service companies grow profitably through new product and service development, branding, and effective marketing strategies. He has worked with companies in a broad range of industries, including consumer packaged goods, energy, financial services, and e-commerce.

Chris Nosko

Chris Nosko, assistant professor of marketing, studies industrial organization, applied microeconomics, and computational economics. His research focuses on technology markets. In one project, he uses the CPU market to study how imperfectly competitive firms make product line decisions and the relationship between these decisions and industry innovation. Nosko spent the 2011-12 year working at eBay in its research labs. While there he pursued projects related to pricing in two-sided markets, measuring the effectiveness of paid search advertisements, and understanding repeat buyer purchase behavior.

Anita Rao

Anita Rao, assistant professor of marketing, studies quantitative marketing and empirical industrial organization with specific interests in online content, digital distribution, emerging markets, and research and innovation intensive industries. In her current work she analyzes how changes brought about by the digital world are shaping online purchase and rental markets. Another stream of research analyzes the impact of competition and FDA regulation on R&D investment decisions by firms in the pharmaceutical industry.

Shapiro Brad Shapiro

Bradley Shapiro, assistant professor of marketing, studies empirical industrial organization and applied microeconomics. His research has largely focused on the pharmaceutical industry, with the goal of informing both firm strategy and public policy. In recent research, he uses the discrete borders of television markets to identify the impact of advertising on demand in the antidepressant market.

Abby Sussman

Abby Sussman, assistant professor of marketing, is interested in how consumers form judgments and make decisions, from underlying mechanisms to applications. She investigates questions at the intersection of consumer behavior, psychology, and economics, with the aim of improving human welfare. Her central research examines psychological biases that can lead consumers to commit errors in budgeting, spending, and borrowing.

Oleg Urminsky

Oleg Urminsky, associate professor of marketing, studies consumer and managerial decision making and its implications for marketing management. His research on how motivation and behavior change as people get closer to the goal of earning a reward appeared in the Journal of Marketing Research and was a finalist for the 2007 Paul E. Green award.

KILTS CenterThe James M. Kilts Center for Marketing plays a pivotal role by promoting the development and recognition of marketing at Chicago Booth. Before founding Centerview Partners, Kilts, '74, was vice chairman of the board of The Procter & Gamble Company.

The center sponsors a wide variety of basic and applied research in marketing on topics such as the determinants of consumer behavior; analytical models of marketing activities; pricing and consumer dynamics; and determinants of brand shares. This research is supported by visiting faculty and doctoral fellows. Chicago Booth students are able to gain practical marketing experience through experiential learning opportunities.

In its commitment to attracting and graduating the best MBA talent, the center provides financial support to students through scholarships. In addition, marketing fellowships provide not only financial assistance but a two-year mentoring relationship with a member of the center's steering committee. Career guidance and support is also the focus of the center's mentoring program, which pairs students with Chicago Booth alumni currently working in the marketing field.

  • Evelyn LeeEvelyn Lee
    Recruiter, Abbott
    Continuing a partnership with Booth that has spanned more than two decades, Evelyn Lee recruits students who can make long-term contributions to the health care firm.
  • Aaron ConrowAaron Conrow, '04
    Associate Brand Manager, Colgate Palmolive (2007 - 2008)
    While with Colgate-Palmolive, Aaron became an active recruiter and sought out Chicago students to infuse the industry giant with Booth talent.
  • Günter HitschGünter Hitsch
    Professor of Marketing
    An economist by training, Professor Hitsch builds on that background for his research and focuses on advancing statistical tools to analyze consumer behavior.
  • Ann MukherjeeAnn Mukherjee, '94
    Chief Marketing Officer, Frito-Lay North America
    Ann went beyond traditional marketing with an idea to let fans create and vote on the Super Bowl ad for Doritos. The campaign strengthened consumer relationships and drew $36 million in media coverage.
  • Meghan FriesenMeghan Friesen, '09
    Product Manager, Progressive Insurance
    Transitioning her career from financial services, Meghan received mentoring from Karen Katen, AB '70, MBA '74, that helped her plan for long-term success in marketing.
  • Brandon SwalveBrandon Swalve, '06
    McKinsey and Company, Inc. (2006 - present)
    Traveling to Russia as part of Management Lab programming, Brandon and his classmates spent 10 weeks on an immersion project for Citibank.

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