Marketing: Faculty and Research
The ability to understand consumer needs and to design products and services around these needs is critical for success. Peter Drucker famously said that “the purpose of business is to create and keep a customer.” Our marketing faculty are focused on creating and disseminating knowledge that goes to the heart of this process and span all critical aspects of marketing in research and practice.
Some of our faculty study consumer behavior by mapping the customer journey from the search for product information to how experiences are encoded to disentangling the psychological underpinnings of consumer preferences. They use methodologies such as lab and field experiments and econometric and machine learning techniques to analyze different kinds of data to understand consumers’ social interactions, and response to different pricing, advertising, and messaging strategies. This research generates not only important insights into different marketing phenomena, but also implications for product innovation, loyalty programs, and marketplace performance.
Our clinical and adjunct faculty bring advanced degrees and a wealth of industry experience to the classroom. They provide a means by which cutting-edge marketing practice is effectively transmitted to our students in areas such as UX, gaming, and AI. They operate on the cutting-edge of our discipline and communicate their exciting insights inside and outside the classroom.
We welcome students and scholars from everywhere to further our knowledge of this amazingly rich and important area of business. We invite you to learn more about our faculty by exploring the content on this page and the linked profiles below.
— S. Siddarth, Department Chair and Professor of Marketing
Diane Badame specializes in the fields of marketing management, customer satisfaction and new product development. She currently serves as the Academic and Program Director of the Master of Science in Marketing Program. Professor Badame received Marshall's Golden Apple Teaching Award in 2010 and 2018. Before joining Marshall, she held senior management positions with major consumer packaged goods and financial services companies. Professor Badame also consults with business organizations in the areas of marketing strategy, new product developments and customer satisfaction.
Eva Buechel is an Assistant Professor of Marketing at the University of Southern California. Her research interests focus on the psychological processes that shape consumer judgments, decisions and behaviors. Specifically, she examines how current experiential states affect cognitions and how these in turn determine consumers’ estimations of utility and value.
Miriam Burgos specializes in multi-cultural marketing, brand management, and sales management. Prior to joining USC, Professor Burgos worked in the consumer packaged goods industry with Procter & Gamble and Colgate Palmolive where she developed expertise in how a multi-national corporation successfully takes a product to market in a global economy from initial concept to branding, and ultimately to consumers' homes and workplaces. She worked in Procter & Gamble's multicultural business development organization (MBDO) and also has experience in marketing strategy, cause-marketing, and small-business marketing plan development.
Kristin Diehl's research focuses on how people anticipate, experience, and remember events that unfold over time. She also studies how consumers search for and use product information, particularly in environments where search costs are low, assortments are large, and recommendation tools may be available.