Steve Goodyear

Director, Institute for Research in Marketing


  • Master of Arts
    Corporate and Political Communication Fairfield University, Fairfield, CT

  • Bachelor of Science
    Mass Communications Emerson College, Boston, MA

  • Harvard School of Law Program on Negotiation
    Harvard University


  • International Marketing
  • Marketing Strategy
  • Issues Management and Crisis Communications
  • Integrated Marketing Communications
  • Branding

Steve Goodyear is the Director of the Institute for Research in Marketing, an integral part of the Carlson School of Management at the University of Minnesota. As Institute Director, he manages an enterprise responsible for integrating the research programs of the Carlson School with those of local and national organizations engaged in progressive marketing research programs. The Institute for Research in Marketing Board of Advisors includes senior professionals from organizations such as Augeo Affinity Marketing, Cargill, Ecolab, G&K Services, General Mills, Target Corporation, United Healthcare, and Wells Fargo.

In addition, Goodyear teaches marketing courses as an adjunct faculty member in the undergraduate and graduate programs of the Carlson School. He also serves as a faculty lead for the Carlson Global Institute delivering international programs for MBA students. In 2007 Goodyear taught public relations and internet marketing in Hanoi and Ho Chi Minh City at the invitation of Royal Education, a business education program sponsored in part by the government of Vietnam. He has been teaching for 13 years.

In 2010, Goodyear established ESG & Associates, a marketing and communications consultancy focusing on creating and delivering programs to support organizations in technology and healthcare industries. He brings demonstrated success in creating and delivering international marketing and communications programs, including media relations and issues management, branding, product launches, crisis communications and management, and internal communications. Goodyear currently delivers media skills training for clients interested in improving their interviewing skills as well as presentation training. He has served as spokesperson or managed interviews with major media in North America, Asia and Europe including Dan Rather (CBS), CNN (Hong Kong), the South China Morning Post, Business Week, The Financial Times, Wall Street Journal, China Daily, New York Times and numerous other media. In 1998 he was invited by Chief Executive Tung Chee-hwa to present to the full legislature of Hong Kong on Crisis Management and Communication.

After several years as a daily newspaper reporter and editor, Goodyear served in advertising and public relations agencies in the Northeast region of the USA. In 1992, Goodyear joined Motorola where he was responsible for marketing and communications programs for Motorola businesses in Mansfield, MA, Phoenix, AZ, Hong Kong, and Austin, TX. Following nine years at Motorola, Goodyear re-located to Honeywell Inc. in St. Louis Park, MN and in 2005 joined Boston Scientific in Maple Grove, MN. In 2014 he became an independent consultant for FranklinCovey.

Goodyear earned his Bachelor's degree in Mass Communication from Emerson College (Boston, MA) and his Master’s degree in Corporate and Political Communication with a Certificate in Professional Writing from Fairfield University (Fairfield, CT).

Goodyear has served as a mentor in the Menttium 100 program for high potential female business leaders, and is currently a mentor in the Big Brothers Big Sisters program. He is also on the Board of Directors serving the Top Dog Foundation. He lives in Minneapolis, MN with his wife Jane and two Labrador Retrievers.  

4-151 Carlson School

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