Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

The marketing major focuses on how firms implement and monitor the business activities directly related to the process of placing meaningful assortments of goods, services and/or experiences in the hands of the consumer. Marketing practitioners are concerned with the efficient performance of marketing activities and with their effective coordination with the other operations of the firm. The marketing faculty at UIUC conducts research and teaches courses that help increase an understanding of how specific sub-areas within marketing-such as consumer behavior, marketing research, promotions, the modeling of marketing activities, and new product development-contribute to the successful creation of value for customers and profits for firms.


Faculty members are trained in a diverse set of research methodologies that they use to explore marketing-related problems. These include quantitative modeling, experimental design, survey approaches, and qualitative research techniques. Our research appears regularly in such top journals as the Journal of Marketing, Journal of Consumer Research, and Journal of Consumer Psychology. Faculty explore problems ranging from marketing issues in developing economies, consumer rituals, cross-cultural consumer behavior, supply-chain management, improving customer relationships, and creating effective models to predict the effects of marketing and retailing-related decisions.


The marketing faculty is renowned for creating carefully crafted classroom experiences that are based on current marketing practices and grounded in real-world examples. Many courses are case-based and project-based, encouraging students to develop skills in teamwork, analytical reasoning, and oral and written communication. Marketing faculty deliver core and elective courses at the undergraduate, master’s and doctoral levels.