The 2019 American Marketing Association Marketing and Public Policy Conference will have a special conference session featuring work by PLU School of Business graduate students. Master of Science in Marketing Analytics (formerly MSMR) students routinely conduct interesting real-world consulting and marketing projects with industry partners. In Dr. Mulder’s Consumer Behavior & Customer Relationship Management course in Spring 2018, students worked on a project to better understand stigma and terminal illness. Drawing from their research, teams generated creative branding briefs with marketing and social innovation campaign ideas to confront challenges and positively impact consumers and society.
The special session at the AMA MPPC conference will focus on stigmas and a new model of structural stigma, and the research by these students will be a foundation of the presentation and discussion. Participants of this conference research session will also consider ideas for future research that is informed by PLU student research. “I’m proud of our marketing analytics graduate students and their research for tackling a unique societal issue and generating interesting ideas. It will be a great foundation for the special session at the conference,” says Dr. Mulder, adding, “It’s wonderful that we can use our skills in marketing research and analytics to help consumers and society.”
Congratulations to the now graduates of the 2017-2018 program who created research featured at this prestigious national conference. The AMA Marketing and Public Policy Conference will meet in Washington D.C. in early June, 2019. The special session will be facilitated by Dr. Marie Yeh of Loyola University Maryland.