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Concentrations Offered - Marketing

The marketing faculty has identified the following areas of research interest:
· Product and Services Bundling
· Relationship Marketing
· Information Processing and Individual Decision Making
· Competitive Marketing Strategies
· Judgment and Decision Making


Product and Services Bundling

The study of bundling can be approached from a variety of perspectives, such as information processing, transaction cost analysis, and competitive advantage. Specific research topics include how consumers select between competing bundles (i.e., how information processing differs when compared to selecting between individual products), the role of bundling in reducing churn in the marketplace, and the optimal configuration of the bundle (the number of products in the bundle as well as the relationship between the products in the bundle)

Relationship Marketing


In recent years firms have realized that they can leverage their value chains and achieve payoffs such as lower coordination costs, greater market access, and the delivery of quality service by initiating, developing, and enhancing long-term cooperation relationships with suppliers, distributors, and customers. A sampling of research areas in this field include, relationship initiation strategies through the use of market-place signals and social/structural bonds, relationship termination strategies involving hostages, idiosyncratic (specific) investments, and switching costs, etc.

Information Processing and Individual Decision Making


The area of information processing borrows heavily from psychology as well as economics. In recent years, research has focused on dynamic aspects of consumer preference (i.e., how choices and preferences change over time), information acquisition and use in Judgments (i.e., how people search for information and use information in their decisions), advertising exposure and attitude change (how attitudes are affected by advertising), and customer satisfaction and loyalty.

Competitive Marketing Strategies

This is an area of immense importance to marketing managers and research in this field requires an understanding of areas outside of traditional marketing such as economics (e.g., game theory) and finance (Capital Asset Pricing Models). One area of study is the wireless telecommunications industry. In this area, one could potentially research how consumers adopt new tecnologies, how should the different telecommunication services be optimally priced given that there are strong cross elasticity across services, and what is the optimum service portfolio.

Judgment and Decision Making


The study of judgment and decision making is rooted in Behavioral Decision Theory, or BDT, which studies how consumers form judgments and make choices in the marketplace. It is often described as a descriptive alternative to the more normative economic theories of rational choice. In the marketing context, BDT is applied in areas such as (1) the introduction of new products and services, (2) judgment and decision making among multi-attribute options, (3) the influence of market signals on price and quality perceptions, and (4) the impact of description frames on communication and personal selling.


Typical Schedule for Marketing Ph.D. students:

Year 1, Semester 1: Research Methods I , Econometrics or Statistics, Current Marketing Topics, Pedagogy
Year 1, Semester 2: Research Methods II, Judgment and Decision Making, Econometrics or Statistics
Year 2, Semester 1: Multivariate Analysis, Consumer Behavior, Special Topics and Independent Study
Year 2, Semester 2: Discrete Choice Models, Special Topics and Independent Study
Year 3: Comprehensive Exams, Dissertation Proposal
Year 4: Dissertation Research

 

All marketing students will generally need a strong quantitative background even if their ultimate dissertation is in a behavioral area. Multiple courses in methodology including econometrics, multivariate analysis, discrete choice modeling, and experimental design will be needed. Some of these courses will be offered in the School, while others can be taken in the economics, political science and psychology departments.

The Marketing area has graduated two Ph.D. students. David Reid, is a Professor at the University of Toledo. He examined the dynamics of group decision making in Buying Centers. Cynthia Cann is an Associate Professor at the University of Scranton. She investigated the diffusion and buying practices in organizations purchasing mainframe computers. Her dissertation was funded by IBM.

Current marketing faculty members have authored books, and articles in leading journals, such as the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Retailing, International Journal of Research in Marketing, Journal of Consumer Psychology, Journal of Advertising, Journal of Business Research, Marketing Letters, , Journal of Product and Brand Management, Journal of Public Policy and Marketing, Journal of Product and Brand Management. They have also authored papers in leading journals outside of marketing such as Production and Operations Management and Organizational Behavior and Human Decision Processes.

Core Marketing Faculty


Manoj K. Agarwal, Ph.D., SUNY Buffalo; Associate Professor;
research interests: Marketing Strategy, Marketing, Marketing Research, Modeling.

George S. Bobinski, Jr., Ph.D., Indiana University; Associate Dean; research interests: Advertising and Consumer Behavior, Service Marketing.

Subimal Chatterjee, Ph.D., University of Pittsburgh; Associate Professor; research interests: Consumer Behavior, Judgment and Decision Making

Debi Mishra, Ph.D., Case Western Reserve; Associate Professor; research interests: Strategic Alliances, Relationship Marketing, Reputation and Signaling, Transaction Costs, Structural Equation Modeling.

Glenn Pitman, Ph.D., Penn State University; Professor; research interests: Marketing Strategy, Marketing Research.

Qi Wang , Ph.D., University of Florida; Professor; research interests: Network Effects, Competitive Marketing Strategy, Firm and Product Survival, Empirical Industrial Organization, Theoretical Econometrics

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School of Management at Binghamton University, State University of New York
PO Box 6000, Binghamton, New York 13902-6000
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