Jillian Hmurovic
Assistant Professor in Marketing
Department Marketing
Office Address 462 Business Building
Email Address
jbh5488@psu.edu
Jillian Hmurovic
Assistant Professor in Marketing
Department Marketing
Office Address 462 Business Building
Email Address
jbh5488@psu.edu
Jillian Hmurovic is an Assistant Professor of Marketing at the Smeal College of Business. Professor Hmurovic’s research investigates consumer decision making and the psychology that surrounds it, with a focus on the time architecture of consumer experiences, online retailing and communication, and consumer well-being. She uses a multi-method approach that combines behavioral experiments, field studies, and real-world data to understand (1) how we can improve consumer decision making and (2) how technology shapes consumer behavior. Professor Hmurovic’s research has appeared in leading marketing and interdisciplinary academic journals, including the Journal of Marketing, Journal of Marketing Research, and the Proceedings of the National Academy of Sciences.
Courses Taught
MKTG 472 – STRAT BRAND MGMT (3)
Brands are a potentially valuable asset to firms in Business-to-Business (B2B) and Business-to-Consumer (B2C) markets. Strong brands influence purchase and consumption by communicating value and providing differentiation in the marketplace. Effective brand management is therefore critical to maintaining the long-term profitability of products and services. This course investigates how to create profitable brand strategies by building, measuring, and managing brand equity. Theories and practical tools will address the following questions: how does branding influence purchase and consumption? how can firms build brand equity? how should brand equity be measured and managed over time? how should firms manage brands in a brand portfolio? how can firms leverage brand equity? At the conclusion of this course, students will be able to: 1) explain the fundamental concepts of branding and the role of branding in business; 2) apply branding concepts and analysis tools to managerial decision-making; and, 3) provide real-world examples of challenges and issues in branding.