W. P. Carey Department of Marketing
Welcome to the Department of Marketing within ASU's highly ranked W. P. Carey School of Business. Our degree programs and research contributions balance marketing fundamentals with innovative ideas and practices. We explore the dynamic role marketing plays in driving innovation, strategy, revenue generation, and profitability. Students can gain technical and soft skills to prepare for careers in various industries through exciting experiential learning opportunities. Contact wpcareymkt@asu.edu to learn more.
Marketing faculty
Faculty members in the Department of Marketing are award-winning educators, researchers, practitioners, and thought leaders who bring classroom learning to life. Our faculty have deep expertise across diverse marketing fields, such as consumer behavior, quantitative marketing, and marketing strategy.
>> Interested in joining our school? Explore job openings at W. P. Carey.
Leaders in marketing education innovation, from unique experiential learning opportunities to our world-class Robert B. Cialdini Behavioral Research Lab.
70+ industry partners support our marketing, digital marketing, professional sales, and sports business curriculum.
Message from our chair
The marketing discipline is a broad, dynamic field with many compelling opportunities for students across all types of organizations and industries. Our world-class faculty enjoy studying and teaching marketing, and they produce sophisticated research that helps businesses serve their customers and market more effectively and profitably as well as help enhance consumer and societal well-being. Read more...
Amy Ostrom, PetSmart Chair in Services Leadership, Interim Chair, Department of Marketing
Undergraduate marketing degree programs
The W. P. Carey Department of Marketing prepares students for impactful marketing careers through innovative undergraduate degrees and practical experience options. Our applied coursework delivers a comprehensive foundation in marketing strategies and practices, equipping students with technical and communication skills.
Whether you're exploring general marketing or specialized roles in digital marketing, professional sales, or sports business, our experiential learning opportunities — from live projects in courses to study abroad programs to department-hosted events and student competitions — will help you build lasting skills and industry connections.
With a variety of student organizations to enhance your understanding of marketing and the ability to earn academic credit while completing an internship, you can explore the variety of career paths that exist within marketing. Discover real-world experiences our undergraduate marketing students have participated in locally and abroad.
Graduate marketing degree programs
Acquire a comprehensive, broad-based education in marketing concepts — and learn how marketing drives economic development and corporate performance. Our graduate-level marketing students gain leadership skills and foundational knowledge to advance to higher-level corporate or academic positions.
Master’s and MBA programs
Blending cutting-edge marketing knowledge with strategic thinking and management skills, our marketing master's degree and MBA concentrations deliver distinctive expertise sought by firms across industries. You'll be prepared to spearhead marketing initiatives, contribute meaningfully to the marketing discipline and your community, and solve real-world business challenges.
PhD program
The marketing doctoral program is a full-time residential experience for students whose career goals are full-time, tenure-track research and teaching positions at research-focused universities. As a PhD candidate, you will develop the capability to recognize marketing-related problems, frame these problems into research questions, and address them in a scholarly way.
Research
The W. P. Carey Department of Marketing faculty are award-winning thought leaders internationally known for their research investigating key areas within the marketing discipline including consumer behavior, quantitative marketing, services marketing, and brand management, along with a strong focus on the relationship between marketing and consumer well-being.
Our research focuses on how traditional and emerging marketing practices — like AI automation — influence customer engagement, brand loyalty, and strategic planning.
Consumer behavior
Our marketing faculty members study the science of consumer behavior and influence, focusing on the beliefs, emotions, and other factors driving decision-making. We examine how consumers interact with products, services, and brands through a cultural lens.
Service strategy
Marketing department researchers lead service strategy development and innovation. We explore how customers, firms, and technologies interact to enhance the customer experience, improve customer outcomes, and increase business success.
Quantitative marketing
With quantitative marketing expertise, our faculty members help businesses and policymakers make informed decisions. By leveraging advanced quantitative modeling, machine learning, and data mining techniques, we address complex challenges such as optimizing resource allocation, predicting consumer behavior, and designing effective marketing strategies.
Brand strategy
Marketing faculty members analyze how companies transform goods and services into compelling brands. We investigate the impact of brands and other key marketing assets on business outcomes to help organizations design effective marketing strategies and messages to shape consumer perceptions and outperform rivals.
Societal impact
Our research investigates how marketing influences societal values and well-being. We look at how broader forces like economic inequality and marketplace competition influence marketing practices, ultimately impacting society.
Read marketing research
Visit W. P. Carey News and W. P. Carey magazine for faculty research highlights, as well as student and alumni stories.
Research centers and labs
Fostering collaboration across W. P. Carey academic units and external partners, research centers and labs within the Department of Marketing provide hands-on learning opportunities for students while developing innovative ideas and solutions for consumers, businesses, and policymakers.
Center for Services Leadership (CSL)
As a global interdisciplinary authority on service, CSL advances service innovation by combining scientific insights from services research with applicable business service strategies.
Robert B. Cialdini Behavioral Research Lab
Named after Professor Emeritus Robert Cialdini, this lab assists W. P. Carey Department of Marketing faculty, doctoral students, and undergraduate students in developing and testing theories of consumer behavior. A core tenet of the lab is to enhance the realism and behavioral aspects of experimental research.
Industry partners
A range of industry partners inform W. P. Carey marketing coursework and research, collaborate on managerially relevant research, mentor students, and provide access to applied learning and career opportunities.