The Department of Marketing & Supply Chain will develop students to understand customer buying behaviors, market research and analysis, product development, supply chain management, and pricing & promotions. The faculty have earned international reputations for knowledge creation in all areas of the customer value creation process, including buyer behavior, interorganizational relationships, marketing research, services and retail management and corporate social responsibility.
Ever feel like research is missing the big picture? A lot of experimental studies only scratch the surface, tackling a few variables at a time because of limited resources. Enter the Taguchi approach—a smart, efficient way to dig deeper and test many factors at once. Gatton faculty members Jordan Moffett and Dan Sheehan recently had their paper, "The Taguchi approach to large-scale experimental designs: A powerful and efficient tool for advancing marketing theory and practice" published in the Journal of the Academy of Marketing Science.
Michael Jenkins won runner-up in the Bill Bearden Award Competition from the Southeast Marketing Symposium for his paper, "The Small GAIM: How Generative-AI Marketing Impacts the Social Embeddedness of Small Brands." He recently presented his paper at the annual CB CLIK Conference held at the University of Louisville.
Imagine two companies that produce clothing – one uses 50% less water in manufacturing than the industry average, and the other disposes 50% less water than the industry average.
We are excited to announce the Gatton College of Business and Economics hosted its Fifth Annual Sales Competition. This competition allowed students to engage in 20-minute sales scenarios, where they showcased their skills to pitch Dell Small Business products to corporate buyers in simulated role-plays. A panel of corporate sales professionals evaluated contestants based on their sales techniques, communication skills, and overall performance.
