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Institute for Research in Marketing (IRM)

The Institute for Research in Marketing brings together the expertise of the Carlson School’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. Steve Goodyear, an accomplished global marketing professional, serves as director of the Institute.

This two-way conversation provides greater context for faculty research and encourages real-world adoption of that research, leading to better business strategies and more effective public policies.

The Institute’s Board of Advisors is essential in maintaining a combination of rigor and relevance. The collection of industry leaders from major firms provides guidance, facilitates partnerships, and assists with national outreach and advocacy.

Join us for the Ignite Conference on October 3rd!

Topic: Marketing to the Generations

Click HERE for more information and to register!

October 3

Carlson School of Management

Lynn Stockstad (2019)

Welcome Optum CMO Lynn Stockstad to the IRM Advisory Board!

Lynne Stockstad serves as Chief Marketing officer for Optum. She is responsible for the company's strategic brand and marketing initiatives across business lines and customer audience segments. During her tenure at Optum, Stockstad has led product, marketing and branding efforts to increase the awareness and familiarity of Optum with key constituents. Her work has helped accelerate the company’s exponential growth over the past four years.

Stockstad joined Optum in December 2014 as senior vice president of Product and Consumer Marketing.  In that role, she led a team of marketers supporting a broad spectrum of health services products – ranging from technology, managed services and consulting – used by health plans, employers, providers, life sciences organizations, government and consumers.

Prior to joining Optum, Stockstad served for 12 years in global leadership roles at Microsoft, spanning product management, product marketing, business development, enterprise marketing and public sector marketing.  Her earlier experience includes leadership roles at Great Plains Software, where she spent 15 years helping to build the organization from a small startup through a successful IPO and, later, acquisition by Microsoft.

Stockstad has a B.S. in Marketing from Minnesota State University, Moorhead.

What is Optum?

Optum is a health services and innovation company on a mission to help people live healthier lives and to help make the health system work better for everyone. Optum, part of the UnitedHealth Group family of businesses, is powering modern health care by connecting and serving the whole health system across 150 countries. They combine cutting-edge technology, the world’s largest health care database and vast expertise to improve health care delivery, quality and efficiency. They are revolutionizing health care that serves more than 100,000 physicians, practices and other health care facilities, as well as 127 million individual consumers.

How they power modern health: - Data and analytics - Health care delivery - Health care operations - Pharmacy care services - Population health management - Advisory services Simpler health plans, better experience, healthier lives.

Their values: Integrity - Honor commitments. Never compromise ethics. Compassion - Walk in the shoes of people we serve and those with whom we work. Relationships - Build trust through collaboration. Innovation - Invent the future, learn from the past. Performance - Demonstrate excellence in everything we do.

In the News 

Prof. Myles Shaver's "Headquarters Economy" looks into the reasons why the Twin Cities holds so many big companies. The Star Tribune discusses the topic.



University of Minnesota, Carlson School of Management students in MKTG 4080 (Marketing Strategy) competed in a Marketing Campaign Competition for IRM board member company, Securian this semester. All of the teams did a great job and the two winning groups were announced at a reception in May!  

Thank you to Securian & the Students! 


Akshay Rao

Featured Faculty: Akshay Rao

Akshay is a Professor and General Mills Chair in Marketing.


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Featured Faculty: Kathleen Vohs

Kathleen is a distinguished McKnight University Professor and Land o' Lakes Chair in Marketing. 

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Ken Greer

Featured Board Member: Ken Greer

Ken Greer has been the Chief Marketing Officer at Augeo Marketing since 2011.

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Contact Institute for Research in Marketing