Marketing

Overview

Today’s marketing leaders are expected to utilize a deep understanding of the customer to influence decision making across many different functions, from demand planning and supply chain management to pricing and analytics. The Yale SOM integrated core curriculum provides students with both a strong foundation in marketing and brand management frameworks, as well as tools and methods for applying those concepts to complex, integrated problems. Specialized marketing electives and team-based projects provide you with the expertise you need to pursue your passion, whether it’s decision making, big data, or sustainability.

Areas of Focus
 

Behavioral Economics, Customer Insights, Marketing Leadership, Advertising, Brand Management, Big Data

Marketing Quote Box

Professor Ravi Dhar

“Today you have to promote positive behaviors by changing consumer behavior. Yale SOM starts with a deep understanding of the customer. The introductory course isn’t even called ‘Marketing’;
it’s called ‘Customer.’”

Styles

Curriculum Header

Curriculum 

Marketing Curriculum

Marketing Courses

Foundational Marketing Courses

Core: The Customer considers how to align an organization around customer focus.
Platform Elective: Managing Marketing Programs provides a framework for making tactical marketing decisions to execute business strategy.

Marketing Strategy  

Strategic Marketing Leadership:  Role of the CMO  •  Marketing Strategy  •  Listening to the Customer  •  Strategic Market Measurement  

Specialized Topics  

Consumer Behavior  •  Behavioral Economics in Organizations and Markets  •  Customer Analytics • Mastering Influence and Persuasion  •  Strategic Communication • Design & Marketing New Products  •  Pricing Strategy  •  Social Media & Internet Marketing  •  Customer Insights and Applications  •  Digital Strategy  •  Sustainability  •  Emerging Markets  •  Social Media & Internet Marketing  •  Mobile Banking (Global Network Course)  

Experiential Learning

Discovery Projects: MBA students work in teams, under the guidance of distinguished faculty, to tackle a current business challenge at a real corporation. Students apply theories and frameworks in behavioral science to help uncover the drivers of customer motivations and preferences. Each project gives students the opportunity to develop and learn team building, analytic thinking, qualitative research methodologies, interviewing skills, client relations, and presentation skills. 

Opportunities for Students

Opportunities for Students

Description: Opps for Students

Yale SOM Student Clubs

Among our 40+ student clubs are several that foster students' leadership in the marketing disciplines through workshops, roundtables, conferences, and fundraisers, including the Design & Innovation Club, Marketing Club, Retail Club, and YCCI Editorial Board. 

Yale SOM Conferences and Events

The Center for Customer Insights hosts a number of events, conferences, and eminent speakers throughout the year. Students have an opportunity to attend many of these events and to engage with visiting corporate partners through volunteer work.

Yale CCI Student Fellows Program

Fellows are an elite group of marketing and business leaders who have been recognized by the Yale Center for Customer Insights for their contributions to the development and dissemination of new customer insights and the practical applications of those insights.

Yale CCI Colloquium on Marketing Leadership

The Colloquium on Marketing Leadership hosted by the Yale Center for Customer Insights brings leaders in marketing, insights, and innovation together with students and faculty to share personal perspectives on their careers, companies, and industries. It explores the latest challenges, opportunities, and developments in the world of marketing, from a wide variety of disciplines, perspectives, and backgrounds. Recent speakers included Nielsen, Converse, Procter & Gamble, and McKinsey leaders. View a list of recent speakers.

CCI MBA Discovery Project

This spring, a group of six students worked with a major game maker that sought to better understand how girls aged 6 to 12 play—and why they aren't drawn to video games in the same numbers as boys.
Yale School of Management August 12, 2014

Student Profile: Jennifer Peterson '15

At the end of the day, a lot of the problems we will face aren’t just going to be marketing problems or operations problem or even finance problems. We need to come up with solutions that are amenable to all stakeholders and that provide a step forward for organizations as a whole, for their missions, and for their values.

Jennifer Peterson’ 15

Post-MBA position: IBM

Careers 

Class of 2017 Full-Time Employment by Industry1,2,3

Class of 2017 Full-Time Employment by Industry1,2,3

Center for Customer Insights [Header]

Center for Customer Insights

Forging strong partnerships for powerful insights into evolving consumer behavior.

At Yale SOM’s Center for Customer Insights, we partner with the most innovative and successful companies to understand the evolving dynamics of consumer behavior. Working together, we bring the latest academic theories into the marketplace—and bring back the latest marketplace thinking to our research.

Visit the Center for Customer Insights

Discovery Projects

CCI Student Program

Discovery Projects

Discovery Projects pair elite teams of MBA students under faculty guidance with our partners to drive innovative solutions for real-world marketing problems.

 

Learn more about Discovery Projects

Yale Customer Insights Conference

Featured Event

Yale Customer Insights Conference 

At the Yale Customer Insights Conference, leading thinkers and doers come together to share notes at an event exploring the frontiers of marketing strategy, consumer choice and product innovation.  

Diversity of Perspectives: A mix of global leaders in business, academia, and society present a unique balance of rigorous research and on-the-ground experience.

 Inspiration that Recharges: A quick-paced, high-energy agenda drives multi-dimensional thinking and rapid exposure to new ideas to recharge your approach and refresh your toolkit.

Learn more about the Yale Customer Insights Conference

Yale Insights: Marketing

Insights Posts

Does Taking Photos Make Experiences More Enjoyable?

Gal Zauberman

With the rise of the smartphone, the use of digital photography has exploded—and with it concerns that we are paying more attention to documenting our lives than living them. In a new study, Yale SOM’s Gal Zauberman investigated whether taking photos diminishes or enhances experiences.


How Do You Create the Space for Creativity?

Amy Whitaker ’01

You know that creativity is essential to long-term success, but finding the time can seem impossible in the deluge of emails and meetings. Amy Whitaker ’01, author of Art Thinking, talked with Yale Insights about how leaders can maximize creativity in their teams while controlling risk.


Can I Ask You a Question?

Nathan Novemsky

We have learned to be skeptical of claims in advertisements. But according to Yale SOM marketing scholar Nathan Novemsky, advertisers can evade our defenses by eschewing assertions and instead asking us questions. Novemsky talked with Yale Insights about the approach and about how behavioral economics is shaping marketing.


View All Yale Insights