Franklin J. Carter

Color portrait of Franklin J. Carter

Clinical Professor, William A. Donan Clinical Professor of Marketing

Department Marketing
Office Address 485 Business Building
Phone Number 814-865-1518
Email Address

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Franklin Carter is the William A. Donan Clinical Professor of Marketing at Pennsylvania State University. Prior to his appointment at Penn State he was the James T. Kane Faculty Fellow and Assistant Professor of Marketing at Lehigh University, Assistant Professor of Pharmaceutical Marketing at Saint Josephs University and Assistant Professor of Marketing at University of Illinois. He received his doctorate and MS degrees in marketing science as well as BS in management science from Carnegie-Mellon University. He also received an MBA degree from the Wharton school, University of Pennsylvania. In addition, his work experience includes General partner for The Quaestus Group, Regional sales manager for Carnation Nutritional Products, Group product manager for IMS America, District sales manager for Princeton Pharmaceuticals, Manager of Product Planning and Research and Product Manager for Pfizer Pharmaceuticals and Industrial engineer for U.S. Steel corporation. His primary areas of research include Pharmaceutical Marketing, business-to-business marketing, sales force management, and diffusion of innovation. His research has been published in the Journal of Marketing, the Journal of Personal Selling and Sales Management, AMA Proceedings, Information and Management: An International Journal of Information Technology and the Journal of Healthcare Management


His current research includes: Improving the Productivity of the Salesforce: Development of a Call Attractiveness Model for the pharmaceutical industry; The Impact of Direct to Consumer Advertising On Health Outcomes; The Optimal Allocation of e-Detailing versus Personal Selling Dollars; Medicaid Influence in the Drug Market; The Diffusion of Antimalarial Drugs and Antiretroviral Drugs in Sub-Saharan Africa.


Ph D, Marketing Science, Carnegie Mellon University, 1997

MS, Marketing Science, Carnegie Mellon University, 1994

MBA, Marketing and Management Science, University of Pennsylvania, 1982

BS, Administration and Management Science, Carnegie Mellon University, 1978

Courses Taught

BA 303 – Marketing (3)
An overview of marketing for non-business majors. Topics include customer behavior, service/product development, pricing, and promotion in diverse markets.BA 303 Marketing (3) The goal of BA 303 is to provide broad-based exposure and understanding of marketing and its processes. The course is meant to be a "stand alone" marketing course for those interested in the role of marketing within the business context and will cover a range of topics from the basic (what is marketing) to the processes (market segmentation, marketing strategy, development of product, price, place and promotion) to the broader societal questions (why marketing exists, ethics, the future of marketing). There will also be an opportunity to examine marketing from the perspective of various industries for non-business students. Exams will test factual knowledge of marketing and the marketing process. Written homework assignments will ask students to work both individually and in teams to apply course concepts. These may include assignments developing one's skill set in consumer psychology, target market selection, writing a positioning statement, developing a marketing plan, new product development concepts, promotional campaign ideas, and ethical questions to discuss and debate. Students may also be asked to form small groups for discussion and/or make presentations to the class based on set marketing topics specific to one's area of interest. Students will also be expected to participate in class discussions. A student may not receive credit towards graduation for both B A 303 and MKTG 221 or MKTG 221W. Furthermore, a student may not receive credit towards graduation for both B A 303 and MKTG 301 or MKTG 301W.

MKTG 410 – Personal Selling (3)
Principles underlying the selling process and practical application of these principles to selling situations.

MKTG 445 – Global Marketing (3)
Role of international marketing in the global environment; political, economic, geographic, historical, cultural conditions; developing and implementing international marketing strategies. MKTG (I B) 445 Global Marketing (3) (IL) MKTG/I B 445 focuses on the wide range of issues, which face enterprises as they develop and execute marketing strategies and tactics, designed to support business activities in markets outside their home country. This course deals directly with these issues as they apply to firms, which concentrate on a few markets closer to home, or on many markets throughout the world, including via the Internet. This course also deals with the important role played by governments in shaping the global marketing environment, including through trade policies, treaties and marketing supports. Students successfully completing this course also gain a greater understanding of the cultural, technological, economic, political and social environments which international businesses and global marketers face as they seek to expand their product and/or service offerings into other nations. Understanding this important part of the challenge facing international businesses and global marketers is achieved through the text, lectures, and student group projects and presentations including some focused on specific countries, including both major trading partners of the United States and select emerging new markets. This course is designed for students who have an interest in these topics and/or who plan to enter fields such as international business or global marketing and/or who expect to work for businesses, which are active internationally. Class discussions and projects are designed to help students explore these topics in greater depth. A series of small group assignments and presentations will further help students apply what is being learned via problem-based learning. This is an interactive class. Therefore, a portion of the grade each student achieves will be based on class attendance and participation. Students are also expected to pay attention to examples of the issues discussed in class that they encounter during the semester in prim broadcast, and online communications. Along with material from lectures and the text, issues discussed in class will be included in the exam.

MKTG 496 – Indep Studies (3)
Creative projects, including research and design, which are supervised on an individual basis and which fall outside the scope of formal courses.

MKTG 342 – Marketing Research (3)
Research approaches, methods, and applications studied as a formal approach to problem solving for marketing decisions.

B A 303 – Marketing (3)
An overview of marketing for non-business majors. Topics include customer behavior, service/product development, pricing, and promotion in diverse markets.

MKTG 221 – Contemporary American Marketing (3)
Social and economic aspects, movement of goods and services from producers to consumers; analysis of marketing functions, systems, and institutions. May not be used to satisfy Penn State Business baccalaureate degree requirements. Not available to student

MKTG 301 – Principles of Marketing (3)
Focuses on customer behavior, product, channels of distribution, promotion, and pricing with emphasis on a culturally diverse environment. Not available to students who have taken B A 303.

B A 500 – Marketing Management (variable)
An examination of the role of the market place in company management.

Selected Publications

Carter F. J., Jambulingam T., Chitturi R., "Determinants of Perceived Value of Direct to Consumer Advertising for Prescription Drugs: Do They Vary by Disease Condition?." Journal of Marketing Management,, vol. 3, no. 2, 2015, pp. 1-10, doi:10.15640/jmm.v3n2a1,
Carter F. J., "Estimation of promotional strategies for newer vs older drugs based on physician prescribing data." International Journal of Pharmaceutical and Healthcare Marketing, vol. 6, 2013
Carter F. J., "Is Advertising Effective or Not? Evidence from the Pharmaceutical Market." NMIMS Management Review, vol. Volume XXII, 2012, pp. 20
Carter F. J., Gonul F., "Impact of E-Detailing on the Number of New Prescriptions." Health Care Management Science, vol. 13, no. 2, 2010, pp. 101-111,
Carter F. J., Chituri R., "Segmentation Based on Physician Behavior: Implications for Marketing-Mix Strategy and Sales Forecasting." Journal of Personal Selling and Sales Management, vol. 29, 2009, pp. 77-91
Carter C. J., "An application of a repeat-purchase diffusion model to the pharmaceutical industry." Advances in Business and Management Forecasting, 2006
Mbah C., "An exploration of challenges of Market Orientation (Makor) Strategies Implementation in a Developing Country Context." vol. 7, 2006, pp. 197-208
Carter F. J., "Franklin J Carter, Jacqueline A Williams and Alphonso Ogbuehi." 2004, pp. 78-82
Carter F. J., "Promotion of prescription drugs and its impact on physicians' choice behavior." Journal of Marketing, vol. 65, no. 3, 2001, pp. 79-90
Carter F. J., "Technological innovations: a framework for communicating diffusion effects." Information & Management, vol. 38, no. 5, 2001, pp. 277-287
Carter F., "Forecasting sales in a personal selling intensive industry: An application of a repeat purchase diffusion model." vol. 12, no. 12, 2001
Carter F. J., "What kind of patients and physicians value direct-to-consumer advertising of prescription drugs." Health Care Management Science, 2000


NMIMS Management Review, Editorial Board, (, January 2012 - January 2013
International Journal of Pharmaceutical and Healthcare Marketing, Editorial Board, (, January 2011 - Present