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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.

Ignite! Save the Date, October 3, 2019

Topic: Marketing to the Generations

More information to come!

Greg McCullough

Welcome Greg McCullough to the IRM Advisory Board!

Greg is Senior Director of Corporate Marketing at Medtronic, managing marketing activities in over 160 countries. In his current role, Greg manages corporate marketing and corporate reputation research as well as stakeholder engagement and additional global marketing responsibilities.

What is Medtronic?

Medtronic was founded in 1949 as a medical equipment repair shop by Earl Bakken and his brother-in-law, Palmer Hermundslie.

Did these two men set out to change medical technology and the lives of millions of people? No. But they did have a deep moral purpose and an inner drive to use their scientific knowledge and entrepreneurial skills to help others.

That spirit — combined with our founders' personal integrity and passion — became our guiding philosophy and, ultimately, the Medtronic Mission.

First life-changing therapy — a wearable, battery-powered cardiac pacemaker — was the foundation for many more Medtronic therapies that use their electrical stimulation expertise to improve the lives of millions of people.

Over the years, they have developed additional core technologies, including implantable mechanical devices, drug and biologic delivery devices, and powered and advanced energy surgical instruments. Today, their technologies are used to treat nearly 40 medical conditions.


Marketing Campaign Competition - Fall 2018

University of Minnesota students in MKTG 4080 (Marketing Strategy) competed in a Marketing Campaign Competition for IRM board member company, Mall of America this semester. All of the teams did a great job and the winning group was announced at a reception in December. 

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.


Akshay Rao

Featured Faculty: Akshay Rao

Akshay is a Professor and General Mills Chair in Marketing.


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Carmen Johnson

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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Faculty Publications


  • "Can an Unpredictable Childhood Environment Enhance Working Memory? Testing the Sensitized-Specialization Hypothesis," Professor Vlad Griskevicius, Journal of Personality and Social Psychology 
  • "Do Mothers Spend More on Daughters While Fathers Spend More on Sons?" Professor Vlad Griskevicius, Journal of Consumer Psychology 

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Awards and Grants


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Contact Institute for Research in Marketing

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