Marketing
To build a successful business, you need more than just a compelling product or service — you also need a comprehensive strategy to attract an audience and build your brand. At Bentley, you’ll explore the fundamentals of marketing and public relations, including advertising and promotion, market research and analytics, and consumer behavior. You’ll also have the opportunity to learn about more specialized fields, such as digital and social media identities. Further, you’ll put these theoretical principles to practical use in our cutting-edge Center for Marketing Technology, working with companies like Apple, the Boston Red Sox and Converse to provide innovative solutions to real-world marketing challenges. With a degree in Marketing from Bentley, you can manage social media campaigns for top companies, meet celebrities and other high-profile guests as an event planner, or create viral campaigns to spread the word about a great new product.
Degree Programs
Research explores how political beliefs affect pet owners’ purchases
In “Red dog, blue dog: the influence of political identity on owner–pet relationships and owners’ purchases of pet-related products and services,” published in the European Journal of Marketing, professors Lan Xia, Joyce (Feng) Wang and Fei Gao explore how American pet owners’ political identities influences the relationship they forge with their pets as well as their purchase behaviors of pet-related products and services.
They found liberals tend to anthropomorphize pets as if they were human equals, while conservative pet owners are more likely to view themselves as masters, emphasizing control. The groups also exhibit different purchase patterns, with liberals more likely to buy medical-related products and services and conservatives more likely to buy branded luxury pet accessories.
Cross, Beltre deliver custom course for Spanish college students
Senior lecturers Ian Cross and Isaura Beltre partnered with the Cronin Office of International Education to deliver a week-long summer course, “Marketing and Experience Design at the intersection of Fashion and Sports,” to visiting sophomores from the University of Navarra in Pamplona, Spain.
Designed to demonstrate how multi-channel marketing and experience design strategies can bring together fashion and sports for the benefit of the player, the team and the league, the course featured project collaborations with global sports retailers Puma and Converse: Students were tasked with creating custom sneakers representing different Spanish cities and planning a marketing campaign and retail pop-up experience to launch their products.
Zhong, Xia recognized by AMS with Best Retailing Paper Award
Doctoral student and lecturer Wenting Zhong, PhD ’25 (middle) and Professor Lan Xia (second from left) were presented with the Stanley C. Hollander Best Retailing Paper Award during the Academy of Marketing Science’s (AMS) 2024 Annual Conference, held in Coral Gables, Florida, in May. The award recognized their paper, “The Thrill of the Deal: How Stacking Discounts Makes Customers Feel Like Winners.”
Courses
Contact
Lan Xia
Professor and Department Chair
Morison Hall Room 216
781.891.2468
lxia@bentley.edu
Lorraine V. Johanson
Academic Coordinator
Morison Hall Room 218
781.891.2717
lvjohanson@bentley.edu
James Pouliopoulos
Director, Professional Sales Program
Morison Hall Room 296
781.891.2006
jpouliopoulos@bentley.edu