Marketing at UBC provides options in these streams:

  • Consumer behavior seeks to understand the psychology of consumption, and why consumers think, feel and act the way they do. This domain draws its inspiration from psychological, sociological and anthropological theory, and typically uses experimental methods to explore research questions. 
  • Marketing modelling develops mathematical representations of buyer and seller behavior. It draws on theory from economics and consumer psychology to study marketing phenomena with a high degree of mathematical rigor. Using management science and operations research methodologies, the modeling of marketing phenomena leads to improved understanding and better decision making. Students in this area also concentrate on the estimation of marketing effects in time series and cross-sectional data. 
  • Marketing strategy overlaps these first two, while incorporating elements of general management studies. At UBC, strategy is not usually treated separately, and tends to be studied equally by behaviorists and modelers. 

Faculty Members in Marketing

Name Research Interests
Aquino, Karl Organizational behavior
Cavanaugh, Lisa Emotions, Relationships, Self and Identity, Social Influence, Prosocial Consumption
Chandrashekaran, Murali Management education, customer satisfaction, mergers and acquisition, innovation, international collaborations in education, Integration and professional development, strategic management of customer relationships, shareholder value, subsidiary performance, satisfaction strength, customer loyalty
Cornil, Yann Social sciences; Food marketing; sustainability; Sensory Perception
Dahl, Darren Consumer behaviour, new product development, social marketing, affect and emotion, creativity in business, Marketing
Griffin, Dale Consumer decision making, risk assessment and risk communication, managerial decision making, behavioural finance, forecasting, branding and consumer satisfaction, research methods and statisitcs
Hardisty, David Social sciences; consumer behaviour; sustainability; decisions about the future; product attribute framing; pricing
Hoegg, Jo Andrea Social influence, consumer-brand relationships, consumer response to product design, sensory marketing
Kim, Baek Jung Economics and business administration; Marketing; applied econometrics; Causal inference; New Technology/Product Adoption; Peer/Network Effects; Public Policy; Structural Models
Ning, Eddie Information Acquisition; Consumer Search; Dynamic Pricing; Bargaining; Continuous-time Games; Emerging Technologies
Park, Jen Marketing; Judgment and Decision-Making; Framing & Context Effects; Digital Interfaces & Information Processing; Prosocial & Pro-environmental Behavior
Qian, Yi Economics of Intellectual Property Rights; Counterfeiting and Brand Management; Innovation and Entrepreneurship; Marketing Analytics
Wang, Yanwen Economics and business administration; Marketing; financial decision making; Public health; Public Policy; technology
White, Katherine Social sciences; sustainability, social influence and consumer behaviour, the self and consumer behaviour
Wu, Chunhua Structural Modeling; Internet Advertising; Social Networks; CRM

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