Lisa E. Bolton
Associate Professor of Marketing
Lisa E. Bolton is a Professor of Marketing and Frank and Mary Jean Smeal Research Fellow at the Pennsylvania State University. Her Ph.D. is in Marketing from the University of Florida. She has a Master's degree in Clinical Engineering from the University of Toronto and a Bachelor's degree in Engineering Physics from the Royal Military College of Canada. Her research focuses on judgment and decision-making by managers and consumers, with substantive interests in new products, pricing, risk perceptions, consumer spending and finances, health marketing, luxury markets, and cross-cultural marketing. She has published in leading marketing journals, including the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Retailing, the Journal of Consumer Psychology, and the Journal of Service Research. Her research has also been recognized by MSI (MSI Young Scholar's Program 2005) and the AMA (the John A. Howard AMA Doctoral Dissertation Award 1999-2000), and she serves on the editorial review boards of the Journal of Retailing (AE), the Journal of Public Policy & Marketing (AE), the Journal of Consumer Research, the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Psychology, and the Journal of Consumer Affairs. She teaches marketing courses, with an emphasis on consumer insight, in the Smeal College of Business.
Ph D, Marketing, University of Florida, 2000
MSTR, Clinical Engineering, University of Toronto, 1990
BE, Engineering Physics, Royal Military College of Canada, 1987
MKTG 301H – Honors Mktg (3)
Marketing begins and ends with the customer, from determining wants and needs to providing customer satisfaction. This course will emphasize fundamental marketing concepts, such as segmentation, targeting, and positioning, and the 4 P's (product, price, place, and promotion). In addition, the course will emphasize the use of marketing research to inform managerial decision-making. The overarching goal of this course is to introduce you to a) the role of marketing within business organizations and society, and b) the concepts and activities in marketing that create and deliver value to customers. At the conclusion of this course, students will be able to: 1) explain the fundamental concepts of marketing and the role of marketing in business; 2) apply marketing concepts and analysis tools to managerial decision-making; and, 3) provide real-world examples of challenges and issues in marketing. Major themes embedded in MKTG 301H include: domestic and global socioeconomic factors that influence marketing environments; the use of marketing research and information systems to create and guide marketing strategies; how consumers, businesses and organizational customers are segmented and targeted; how products are developed to serve customers, businesses and organizations; unique issues in the marketing of services versus goods; how customers are reached through conventional and technological channels; the sales function, including how sales processes are managed; how marketing communications programs (including advertising, publicity, sales promotion and new media) influence customers; how pricing strategies support corporate objectives, and how consumers respond to pricing; the roles of non-profit and social marketing; corporate social responsibility and sustainability in marketing; and the impact of marketing on society. Students may earn credit towards graduation for only one of the following; BA 303, MKTG 301, MKTG 301H, or MKTG 301W.
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.
MKTG 597 – Special Topics (3)
Formal courses given on a topical or special interest subject which may be offered infrequently; several different topics may be taught in one year or term.
MKTG 399 – Foreign Studies (3)
Courses offered in foreign countries by individual or group instruction.
MKTG 494H – Research Project (3)
Supervised student activities on research projects identified on an individual or small-group basis.
MKTG 497A – Brand Management (3)
Brands are a potentially valuable asset to firms in b2b and b2c markets. Strong brands influence purchase and consumption of communicating value and providing differentiation in the marketplace. Effective brand management is therefore critical to maintain
MKTG 596 – Individual Studies (Variable)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.
MKTG 496 – Independent Studies (Variable)
Creative projects, including research and design, which are supervised on an individual basis and which fall outside the scope of formal courses.
MKTG 330 – Consumer Behavior (3)
Application of behavioral science concepts to the understanding of buyer behavior as a basis for marketing management decision making.
MKTG 597A – Special Topics in Consumer Behavior (3)
The purpose of this graduate seminar is to investigate special topics in consumer behavior. The class will be organized in a way that allows you to 1) gain an in-depth understanding of important areas of consumer behavior research identified by faculty; 2
MKTG 590 – Colloquium (variable)
Continuing seminars that consist of a series of individual lectures by faculty, students, or outside speakers.