Mendoza School of Business
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Yixing Chen was the winner of the 2021 John A. Howard/AMA Doctoral Dissertation Award from the American Marketing Association for his dissertation titled, “Linking Marketing to Social and Economic Outcomes: The Case of Cancer Prevention and K-12 Education.”

Frank Germann was awarded the 2021 Varadarajan Award for Early Career Contributions to Marketing Strategy Research

Yixing Chen’s article in the Journal of Marketing on improving cancer outreach effectiveness was a finalist for the 2020 Marketing Science Institute/H. Paul Root Award from the American Marketing Association

Christian Hughes won the AMA Marketing Research SIG’s 2020 Lehmann Award for the best dissertation-based article. The article focused on driving brand engagement through online social influencers

Frank Germann won the 2020 Sheth Foundation/Journal of Marketing Award for an article published in 2015 in the Journal of Marketing with co-authors Ebbes and Grewal. The article focused on the importance of Chief Marketing Officers in organizations.

Vamsi Kanuri was the 2020 Robert Lavidge Global Marketing Research Award winner from the AMA foundation

Recent publications

Yang, Joonhyuk, Jung Youn Lee, and Pradeep Chintagunta, “Commercial Success through Commercials? Advertising and Pay TV Operators,” (Accepted at the Journal of Marketing Research)

Yang, Joonhyuk, Eric Anderson, and Brett Gordon (2021) “Digitization and Flexibility: Evidence from the South Korean Movie Market,” forthcoming in Marketing Science.

Chen, Yixing, Vikas Mittal, and Shrihari Sridhar (2021), “Investigating the Academic Performance and Disciplinary Consequences of School District Internet Access Spending,” Journal of Marketing Research

Borghini, Stefania, John Sherry and Annamma Joy (2021), “Attachment to and Detachment from Favorite Stores: An Affordance Theory Perspective,” Journal of Consumer Research.

Anderson, Stephen, Pradeep Chintagunta, Frank Germann, and Naufel Vilcassim (2021), “Do Marketers Matter for Entrepreneurs? Evidence from a Field Experiment in Uganda,” Journal of Marketing

Chen, Yixing, Ju-Leon Lee, Shrihari Sridhar, Vikas Mittal, Katherine MaCallister, and Amit Singal (2020) “Improving Cancer Outreach Effectiveness through Targeting and Economic Assessments: Insights from a Randomized Field Experiment,” Journal of Marketing

Caglar Irmak, Mitchel R. Murdock, and Vamsi K. Kanuri (2020), “When consumption regulations backfire: The role of political ideology,” Journal of Marketing Research

A framework for success in marketing

Ranked No. 12 in the nation by U.S. News & World Report, the Department of Marketing at the Mendoza College of Business uses the 5C/STP/4Ps marketing management framework as its foundational model.

You will learn from world-renowned scholars and award-winning instructors.

With particular emphasis on ethics, the curriculum allows you to make the connections between your classes and the roles and responsibilities of marketing in organizations and society.

Experience is the greatest teacher

During your time at Notre Dame, you’ll have the opportunity to learn from a wide range of experiences: study abroad, internships and research, and the professional expertise our faculty members bring to the classroom. You’ll also be challenged and encouraged to examine all business decisions through an ethical framework.

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More than 75 percent of Notre Dame undergraduates study abroad

This experience is particularly formative for marketing majors interested in learning firsthand what drives consumer behavior in international markets. Choose from 67 programs across 26 countries. No matter which destination you choose, you’ll return to campus with a deeper understanding of how the business you conduct throughout your career impacts the world at large.

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An ethical approach

Yes, our rigorous curriculum will prepare you to solve complex marketing challenges. But more importantly, the solutions you devise to these challenges will be informed by a deep sense of ethics strengthened during your time at Notre Dame.

Once a Domer, always a Domer

The strength, accessibility and engagement of the Notre Dame alumni network are virtually unparalleled. We take care of own, during and after your time on campus.

Career Support

Learn to market yourself.

How you build your personal brand and market yourself to employers is becoming increasingly important. As a student at Notre Dame, you’ll have access to the resources of the ND Career Center, the guidance of your professors and peers, and opportunities to intern, serve and conduct research—all of which will help you prepare for a new career, a job transition or further study in graduate school.

From mock interviews and résumé-writing assistance to access to corporate recruiters and job fairs, the Career Center can help you prepare to apply to graduate schools or assist with a full-time job search.

  • 8451
  • Accenture Consulting
  • Amazon
  • AT&T
  • Cardinal Health
  • Cramer-Krasselt
  • Deloitte
  • Digitas
  • Eli Lilly
  • Energy BBDO
  • FCB
  • Gallo
  • General Mills
  • Google
  • IBM
  • Kraft-Heince
  • Leo Burnett
  • Macy’s
  • Miller-Coors
  • Nielsen
  • Olgilvy & Mather
  • Starcom
  • Target
  • Under Armour

Student Life

When you’re not meeting the demands of top-ranked marketing faculty in the classroom, you’ll have the chance to participate in one of the most distinctive campus experiences in the country.

What You’ll Learn

A curriculum both broad and deep. Students majoring in marketing may elect to pursue one of four specialized tracks.

Each track consists of three elective courses. Students may pursue any of the four tracks to develop depth and select electives from other tracks or general electives to develop breadth in the marketing domain. Students are not required to pursue any of these tracks and are free to choose electives consistent with their academic interests. Crosstrack Electives: Exploring the Frontiers of Marketing Thought, and Sports Marketing. (Students are not restricted to tracks, but may opt to acquire more depth in an area attractive to employers.)

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Marketing Decision Analytics

Marketing Decision Analytics focuses on marketing models and data analytics. This track prepares students for careers in marketing and data analysis, marketing research, retail analysis, and consulting. Courses include: Data Based Decision Analysis; Data Analytics & Marketing Mix Modeling; and Social Media Analytics.

People walking on the street in front of a billboard advertisement


Brandscaping focuses on brand strategy, marketing communications, creativity, and culture. This track helps students for careers in brand management, advertising, marketing communications, and media planning. Courses include: Imagination; Creativity & Commerce; Building Great Brands; and Integrated Marketing Communications.

a woman on the computer with her credit card in hand

Consulting and Market Development

Consulting and Market Development focuses on consulting, customer solutions, and sales management. This track readies students for careers in consulting firms, retail account management, market development, and Business-to-Business (B2B) and Business-to-Consumer (B2C) sales. Courses include: Professional Selling in B2B Markets; Marketing Strategy; and Product & Innovation Consulting.

People in a circle holding phones

Digital Marketing

Digital Marketing focuses on digital, social media marketing, and customer engagement. This track prepares students for careers in social media marketing, digital marketing strategy, online and mobile customer engagement strategies. Courses include: Digital Marketing; Social Media Marketing; Managing Online & Mobile Customer Engagement; and Applied Digital Marketing.

Businesses big and small, in every corner of the world, and selling any and every type of product rely on digital marketing to reach their consumers. If you’re interested in launching a career in marketing, advertising, PR or content creation, the new digital marketing minor for non-business students could be the advantage you need.

Mendoza School of Business
Mendoza School of Business
Mendoza School of Business

Department Administration

ganesan headshotShankar Ganesan

Chair, Department of Marketing

John Cardinal O’Hara, C.S.C., Professor of Business
Shankar Ganesan joined the Notre Dame faculty in 2013 as the John Cardinal O’Hara, C.S.C., Professor of Marketing. Previously, he was a member of the Marketing Department at the University of Arizona. His research focusses on the areas of inter-organizational relationships, customer relationship management, service failures and recovery, product recalls, and new product innovation. He is the author of several articles that have appeared in leading academic journals, including Journal of Marketing ResearchJournal of MarketingJournal of RetailingJournal of Personal Selling and Sales ManagementJournal of Academy of Marketing ScienceJournal of Applied PsychologyOrganizational Behavior and Human Decision Processes, and MIT Sloan Management Review. Recently, he edited the Handbook of Marketing and Finance published by Edward Elgar. He is currently the editor-in-chief of the Journal of Retailing, ranked among the top-business journals. He has received numerous awards and honors for his research, teaching, and editorial service. He teaches customer relationship management to the MBAs, strategic marketing to the Executive MBAs and senior executives in Fortune 500 firms.

Contact: (574) 631-6484 or


Administrative Assistant
(574) 631-6419

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