Area chair: Sertan Kabadayi
Marketing is a vital aspect of the U.S. and global economy that pervades all industries, not only "marketing companies" per se. Organizations in banking, securities trading, technology, charity, government, the media, healthcare, education and even politics need to be able to successfully market themselves. It is imperative that marketing should not be seen as just another business function, but rather as a company orientation, and its interaction with other functions needs to be understood to improve a company's bottom line. This is why, regardless of a student's chosen business focus, Fordham's marketing area aims to give students an overall framework about marketing and marketing orientation, and to provide them with a thorough education in how economics, psychology, sociology, anthropology, statistics and mathematics integrate into a marketer's decision process.
Given the increasing use of analytics and big data in strategic marketing decisions, and the interdisciplinary approach expected from marketing professionals, the marketing area continuously updates its curriculum by offering creative and cutting-edge courses to better prepare students for their future marketing careers. Globalization, creativity and ethical decision-making that benefit not only companies but also individuals and the society at large are common themes across Fordham's marketing courses and extracurricular activities.
Bart Larivière, Timothy L. Keiningham, Lerzan Aksoy, Atakan Yalçin, Forrest V. Morgeson III, and Sunil Mithas, 2016, “Modeling Heterogeneity in the Satisfaction, Loyalty Intention, and Shareholder Value Linkage: A Cross-Industry Analysis at the Customer and Firm Levels,” Journal of Marketing Research, 53(1), 91-109.
Ahir Gopaldas, 2014, “Marketplace Sentiments,” Journal of Consumer Research, 41 (4), 995-1014.