The Marketing concentration focuses on two broad areas: consumer behavior and marketing science. Students in consumer behavior learn the fundamentals of cognitive and social psychology and experimental research to examine how social, cognitive, contextual, individual, and cultural factors affect consumer behavior. Students in marketing science learn the fundamentals of microeconomics, industrial organization, and econometrics to address topics involving the mathematical and statistical modeling of consumer and firm behavior. UConn faculty work closely with doctoral students to publish articles in the top marketing journals.

Research Topics

  • Consumer judgment
  • Consumer attitudes and inferences
  • Information search
  • Cross-cultural consumer behavior
  • Brands and branding
  • Buyer-supplier relationships
  • Digital and social media marketing and analytics
  • Online retailing and channel design
  • Competitive marketing strategy
  • Network effects
  • Pricing dynamics
  • Customer relationship management
  • Cross-category and cross-media marketing
  • Social interactions and peer effects


Graduates have accepted faculty positions at Baylor University, Drexel University, Georgia State University, Kent State University, Michigan State University, Mississippi State University, Texas Tech University, University of North Carolina-Chapel Hill, University of South Carolina.