763 Jon M. Huntsman Hall
3730 Walnut Street
University of Pennsylvania
Philadelphia, PA 19104
Cait Lamberton is the Alberto I. Duran President’s Distinguished Professor of Marketing at the University of Pennsylvania’s Wharton School. Her research addresses a wide range of consumption-related phenomena, spanning topics related to retail environments, responses to taxation, emotions, and the role of dignity and respect in marketplace experiences. Professor Lamberton has been named a Marketing Science Institute Scholar, a Penn and Wharton Fellow, was winner of the Erin Anderson Award, and has received the Kinnear Prize for work related to public policy and marketing as well as the AMA’s Hunt/Maynard Award for conceptual contribution.
Beginning in 2022, Dr. Lamberton has served as Editor of the Journal of Marketing. She has previously been Associate Editor at the Journal of Consumer Research and Journal of Consumer Psychology, and Senior Editor at the International Journal of Research in Marketing. Published books include two editions of the Cambridge Handbook of Consumer Psychology and “Marketplace Dignity.” She has been retained as a consultant by the US Departments of Education and Labor, as well as by major corporations in the pharmaceutical and finance industries. Cait has an undergraduate degree in English Literature from Wheaton College) an MBA and Ph.D. from the University of South Carolina, and an Honorary Doctorate from the University of Lucerne, Switzerland.
The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, customer lifetime value, branding, market research, product lifecycle strategies, pricing, go-to-market strategies, promotion, and marketing ethics.
MKTG1010001 ( Syllabus )
MKTG1010002 ( Syllabus )
MKTG1010003 ( Syllabus )
MKTG1010004 ( Syllabus )
The purpose of this seminar is to provide graduate students with an overview of contemporary topics in consumer research. Depending on faculty, areas addressed may include basic research on consumer knowledge (learning and memory), goals, persuasion, and emotions, with applications to branding. consumer finance, human-technology interaction, and social influence. The course draws from the literature in marketing, psychology and economics. The course will enable students to conceptualize, operationalize, and develop research ideas. Therefore, the focus is on understanding theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base.
MKTG9520301 ( Syllabus )
The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, customer lifetime value, branding, market research, product lifecycle strategies, pricing, go-to-market strategies, promotion, and marketing ethics.
The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, customer lifetime value, branding, market research, product lifecycle strategies, pricing, go-to-market strategies, promotion, and marketing ethics. (This is the honors section of MKTG 1010 open only to Joseph Wharton Scholars).
Building upon Marketing 611, the goal of this course is to develop skills in formulating and implementing marketing strategies for brands and businesses. The course will focus on issues such as the selection of which businesses and segments to compete in, how to allocate resources across businesses, segments, and elements of the marketing mix, as well as other significant strategic issues facing today's managers in a dynamic competitive environment. A central theme of the course is that the answer to these strategic problems varies over time depending on the stage of the product life cycle at which marketing decisions are being made. As such, the PLC serves as the central organizing vehicle of the course. We will explore such issues as how to design optimal strategies for the launch of new products and services that arise during the introductory phase, how to maximize the acceleration of revenue during the growth phase, how to sustain and extend profitability during the mature phase, and how to manage a business during the inevitable decline phase.
Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making. The class will consist of a mix of lectures, discussions, cases, assignments, project work and exams. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing (e.g., segmentation, branding, and customer satisfaction). The goal is to provide you with a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions.
The luxury industry has been heavily impacted by the Covid-19 pandemic, with some estimates suggesting a contraction of over 20%. Some of the changes in consumer behavior directly affected luxury in the short-term, but these changes in behavior may eventually revert to past history when the pandemic is over. Examples of these include the drop in tourism travel, work from home trends, reduced traffic to physical retail and malls, and the reduction of festive social activities (e.g., weddings). Other trends affected many industries and are likely to fundamentally change consumer behavior long-term: (1) net zero retail now, (2) digital by design, (3) thoughtful experience, (4) re-localization and (5) lead with purpose. This course explores the special challenges that are faced by luxury brands as they try to navigate rapidly evolving shopping behaviors in both the online and offline environments. In this course we will articulate the key principles for successful luxury branding & experiences and focus on the challenges and opportunities that luxury brands face. Although we will have some traditional lecture/discussion classes, the course is primarily experiential. We will explore luxury broadly across many product categories. We will learn from what we see on location, but we will also critically assess how companies are coping with the challenges of the post-covid retailing environment.
A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.
The purpose of this seminar is to provide graduate students with an overview of contemporary topics in consumer research. Depending on faculty, areas addressed may include basic research on consumer knowledge (learning and memory), goals, persuasion, and emotions, with applications to branding. consumer finance, human-technology interaction, and social influence. The course draws from the literature in marketing, psychology and economics. The course will enable students to conceptualize, operationalize, and develop research ideas. Therefore, the focus is on understanding theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base.
The purpose of this seminar is to provide graduate students with an overview of contemporary topics in consumer research. Depending on faculty, areas addressed may include basic research on consumer knowledge (learning and memory), goals, persuasion, and emotions, with applications to branding. consumer finance, human-technology interaction, and social influence. The course draws from the literature in marketing, psychology and economics. The course will enable students to conceptualize, operationalize, and develop research ideas. Therefore, the focus is on understanding theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base.
Taught collectively by the faculty members from the Marketing Department, this course investigates advanced topics in marketing. It is organized in a way that allows students to 1) gain depth in important areas of research identified by faculty; 2) gain exposure to various faculty in marketing and their research values and styles; and 3) develop and advance their own research interests.
Dissertation
Requires written permission of instructor and the department graduate adviser.
Why is it so hard to market to this sometimes overlooked but big-spending age cohort? And what can psychology tell us about our best hopes for doing so?
While corporate giants from a range of industries pledged to provide support and financial assistance for employees seeking abortion care, few are wading into that political conversation with the kind of fervor we’ve seen on other issues in the recent past.
“Even if people find her annoying, they don’t find her objectionable,” Lamberton said. In fact, even people who don’t like Flo do like Flo, because any character trait they cite as a reason for disliking her “reflects that there’s a very strong memory trace.” For advertisers, a character that stimulates mild irritation with every appearance is preferable to one that is innocuous, so long as the benign annoyance does not mutate into a strong negative association. Complaining about something trivial, Lamberton said, “is a very comforting experience.”
Advertising against a tragic event is a delicate calculation for American companies. Do they acknowledge the occasion and invite accusations of being opportunistic? Do they stay silent and risk appearing out of touch or unpatriotic? What is the border between commemoration and commercialization? Wharton Professor Cait Lamberton suggests that responses to these ads may depend less on moving graphics or evocative music, and more on the way that viewers’ lives have unfolded since that painful day.
As part of their popular “Brand Wars,” series, Wondery podcasts invited Dr. Cait Lamberton of The Wharton School to discuss whether various jeans were, “blue,” or “red,” and what the political connotations of brands mean for consumers, brands, and politics.
In this Nano Tool for Leaders, experts from Wharton, Yale, and IDinsight explain how protecting the dignity of your customers can secure their loyalty.…Read More
Knowledge at Wharton - 9/24/2024How are you spending your winter break? For Ryan Torres W’25, winter break is the perfect time of year to embark on one of his extreme endurance expeditions. Already, he’s notable for his run from Locust Walk to Times Square, and the fact he cycled from the East Coast to the…
Wharton Stories - 12/22/2022