Marketing

Hank Boyd Talks NFL Marketing

Welcome to the Marketing Department at the University of Maryland’s Robert H. Smith School of Business.

The Marketing Department offers courses and programs leading to BS, MS and PhD degrees. In addition, the Marketing Department plays a significant role in providing marketing courses with the Smith School’s MBA program.

The Smith School's marketing department combines leading scholars who have had profound influence on the discipline with young scholars showing great promise and potential for impact.

The department scholarship enables Smith School marketing graduates -- both at the MBA and undergraduate levels -- to develop a mastery of the traditional foundations of marketing with the ability to apply cutting-edge research insights to drive strategic decision-making. The Marketing Department scholarship is supported by an active PhD program, the Center for Excellence in Service, the Center for Complexity in Business and the Netcentric Behavioral Lab.

News

Sep 11, 2017
World Class Faculty & Research
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You can recognize that iconic, bright yellow Cheerios box in an instant. But a U.S. trademark court says that's not reason enough to grant the cereal maker an exclusive claim to the color. The case illustrates how tricky it is to trademark a color, though a number of firms have done it, and even more have tried and failed. The Smith School's Henry C. Boyd III explains why. Read more...

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Sep 08, 2017
World Class Faculty & Research
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Send a text and you could miss one: Fox Sports is rolling out, new 6-second television commercials for the start of the NFL season. The move to exceptionally short ad spots comes after the network saw a dip in viewership last season, to 16.5 million, from 17.9 million the season before. But the move is about much more than ratings, says the Smith School's Michel Wedel....

Sep 05, 2017
World Class Faculty & Research
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As our social lives increasingly flow from the real world to the online world, does it logically follow that, eventually, our shopping habits will flow that way as well? Or are our online social pursuits likely to make us too busy to spend time on shopping? In recent research, the Smith School's Michael Trusov and several co-authors posed those questions....

Aug 17, 2017
World Class Faculty & Research
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Soon, it might be that your favorite place to shop is in your mailbox. At least, that's the idea behind the growing crop of online styling and fashion subscription services. The services – Stitch Fix, MM.LaFleur and LeTote are among the most popular – are offering up a tiny-store-in-a-box each month and hoping to gain devoted customers. They're banking on the convenience of shopping at home and the appeal of receiving...

Aug 02, 2017
World Class Faculty & Research
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Football season hasn't even started and already the National Football League is tackling some difficult challenges. It's coming off a season that saw a steep, 8 percent decline in TV viewership and now is faced with startling new evidence about the serious medical risks its players face. The Smith School's Derrick Heggans and Henry C. Boyd III say that what the NFL does now – how it reacts to the concussion risk issue...

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