Mendoza School of Business
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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.

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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.

  • 84.51°
  • Accenture Consulting
  • Amazon
  • AT&T
  • Cardinal Health
  • Cramer-Krasselt
  • Deloitte
  • Digitas
  • Eli Lilly
  • Energy BBDO
  • FCB
  • Gallo
  • General Mills
  • Google
  • IBM
  • Kraft Heinz
  • 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.

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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.

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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


Shankar Ganesan is the recipient of American Marketing Association’s (AMA) Interorganizational SIG Lifetime Achievement Award in 2022.

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

Shankar Ganesan has been selected as AMA’s Retailing and Pricing SIG’s Lifetime Achievement Award winner in 2022.

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

John Sherry was the recipient of the Association for Consumer Research (ACR)’s 2021 Fellow in Consumer Behavior. The Fellowship is the highest honor that ACR grants in recognition of an individual’s contribution to scholarly work in consumer behavior over an extended period of time.

Frank Germann’s article in the Journal of Marketing (with  Stephen J. Anderson, Pradeep Chintagunta, and Naufel Vilcassim), “Do Marketers Matter for Entrepreneurs? Evidence from a Field Experiment in Uganda,” was the winner of the 2021 AMA/MSI/Paul Root Award.

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.

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

Recent publications

Aviva Philipp-Muller, John P. Costello, and Rebecca Walker Reczek “Get Your Science Out of Here: When Does Invoking Science in the Marketing of Consumer Products Backfire,” Journal of Consumer Research. Forthcoming

Costello, John and Selin A. Malkoc, ““Why Are Donors More Generous with Time than Money? The Role of Perceived Control Over Donations on Charitable Giving,” Journal of Consumer Research, Forthcoming

Mariadassou, S., Bechler, Chris., Levav, J. ,”The Effect of Auditory and Visual Information on Choice,” Psychological Science, Forthcoming

Yang, Joonhyuk, Yingkang Xie , Lakshman Krishnamurthi, and Purush Papatla, “High-Energy Ad Content: A Large-Scale Investigation of TV Commercials,” Journal of Marketing Research, Forthcoming

Lu, Shijie, Ying Xie, and Xingyu Chen, “Immediate and Enduring Effects of Digital Badges on Online Content Consumption and Generation,” International Journal of Research in Marketing, forthcoming.

Yang, Joonhyuk, Jung Youn Lee, and Pradeep Chintagunta (2021) “Commercial Success through Commercials? Advertising and Pay TV Operators,” Journal of Marketing Research

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

Lu, Shijie, Dai Yao, Xingyu Chen, and Rajdeep Grewal (2021), “Do Larger Audiences Generate Greater Revenues under Pay What You Want? Evidence from a Live Streaming Platform,” Marketing Science

Wang, Xin (Shane), Shijie Lu, Xi Li, Mansur Khamitov, and Neil Bendle (2021), “Audio Mining: The Role of Vocal Tone in Persuasion,” Journal of Consumer Research (lead article)

Lu, Shijie, Koushyar Rajavi, and Isaac Dinner (2021), “The Effect of Over-the-Top Media Services on Piracy Search: Evidence from a Natural Experiment,” Marketing Science

Ryoo, Jun Hyun (Joseph), Xin (Shane) Wang, and Shijie Lu (2021), “Do Spoilers Really Spoil? Using Topic Modeling to Measure the Effect of Spoiler Reviews on Box Office Revenue,” Journal of Marketing

Bechler, Chris., Tormala, Z. L. (2021),”Misdirecting Persuasive Efforts During the Covid-19 Pandemic: The Targets People Choose May Not Be the Most Likely to Change,” Journal of the Association for Consumer 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

Costello, John., Walker Reczek, R. (2020), “Providers vs. Platforms: Marketing Communications in the Sharing Economy,” Journal of Marketing

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Department Administration


Frank Germann

Chair, Marketing Department

Frank Germann is the Chair of the Marketing Department and Viola D. Hank Associate Professor. Before entering academia, he held various industry positions at Hewlett-Packard and Johnson & Johnson. He also served as an Academic Advisor to McKinsey & Co. His research interests are in the area of marketing strategy, and he has received a number of recognitions for his scholarship, including the 2013 IJRM Best Paper Award, the 2020 Sheth Foundation/JM Award, the 2021 AMA/MSI/H. Paul Root Award, and the 2021 Varadarajan Award. He was selected as a 2017 MSI Young Scholar and as a 2023 MSI Scholar. He has also received several teaching awards to date, including the 2020 Rev. Edmund P. Joyce, C.S.C. Award for Excellence in Undergraduate Teaching. He currently serves on the American Marketing Association’s Academic Council, as an Area Editor for JAMS, and on the Editorial Review Boards of JM, JMR, and IJRM. He is a co-author of the textbook, “Marketing Analytics: Based on First Principles,” and he teaches Introduction to Marketing to EMBAs and Marketing Research to both undergraduates and MBAs.

Contact: (574) 631-4858 or


Mitchell Olsen

Assistant Chair, Marketing Department

Mitch Olsen is the Assistant Chair of the Marketing Department, Richard J. Huether Associate Teaching Professor, and Director of Undergraduate Studies in the Marketing Department. His research interests are in marketing strategy, with a specific focus on substantive issues that occur at the intersection of any, and all, of the following sub-areas: (1) Brands, (2) Retailing, and (3) Innovation. His expertise in these areas is regularly sought via interviews with leading national and international news outlets. In his teaching, he enjoys pairing foundational marketing theories with emergent applications of those theories in practice – informed by his work experience at Procter & Gamble and his active research on firms in the retail and consumer packaged goods industries.

Contact: (574) 631-1734 or

Brandy Babcock

Administrative Assistant

Contact: (574) 631-6419 and