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Marketing Department

Marketing
Conference Highlights
Panelists speak on a stage at a conference

Ignite Explores Business, Brands, Beliefs

The Institute for Research in Marketing's Ignite conference explored the dualities shaping the business landscape—from the intersection of human creativity and AI to the tension between hustle culture and mental wellbeing.

Alum Profile
Minnesota Carlson student in a light gray suit stands in front of Hanson Hall, with a maroon and gold background design.

Turning Storytelling into Strategic Marketing

"A program like Carlson's offered the perfect opportunity to merge my creative media background with business-focused marketing education, preparing me for success in the field," says Ben Lunn, '24 MMKTG.

Buyer Behavior in 60 Seconds
Illustration of buyer behavior with a shopping basket, coins, a path on a chart, magnifying glass, and mobile phone.

Syllabus in 60: Buyer Behavior

"You can't influence a choice without understanding what drives it," says Professor William Hedgcock. "This class helps students decode those drivers and turn them into action."

That's Retailtainment!
Carlson students on a study abroad trip to Japan.

Retailtainment in Japan

Senior Lecturer Andrew Lainsbury's graduate study abroad course to Japan blends immersive retail experiences, corporate site visits, and cultural activities.

person using laptop
In the News 

Cyber Monday turns 20

Professor George John looks back on what has grown to become the second most popular shopping day in the US.
Patrons at Volstead's Emporium in Minneapolis. (Jeff Wheeler/The Minnesota Star Tribune)
In the News 

Spilling their secrets

With consumers more cautious about spending, social media has become a way for Twin Cities' modern speakeasies to tempt those looking for a not-so-secret experience. Senior Lecturer Allison Murn says platforms like Instagram let potential patrons get a sense for a spot without having to commit cash to it.
Good & Gather butter, Target's private-label brand. (Richard Tsong-Taatarii/The Minnesota Star Tribune)
In the News 

Private-label brands losing stigma

Consumer buying habits have changed dramatically since the COVID-19 pandemic, with more buying private-label goods at the same time that grocers are putting more muscle behind them. Acceptance of private labels is part of a long-term change in buyer behavior, says Professor Mark Bergen.
Ignite 2023

Institute for Research in Marketing

The Institute for Research in Marketing brings together the expertise of Minnesota Carlson’s marketing faculty with top marketers and market research professionals from global brands, creating thought-provoking dialogue and driving the science and practice of marketing forward.

Learn more about IRM

Faculty Recognition

  • Associate Editor, Marketing Science (Professor Yi Zhu)
  • Fellow, Association for Consumer Research (Professor Deborah Roedder John)
  • Fellow, Society for Consumer Psychology (Professor Deborah Roedder John)
  • Highly Ranked Scholar, ScholarGPS (Professor Kathleen Vohs)
  • Outstanding Teaching Award, Minnesota Carlson (Associate Professor Linli Xu and Senior Lecturer Corey Nelson)