Contact Us:

Welcome to the Marketing Area at Laurier!

We are a strong, culturally diverse team of scholars trained in multiple disciplines.  Our work is published in the top international journals in Marketing (e.g. Journal of Marketing, Journal of Service Research, Journal of Retailing, Journal of International Marketing, Journal of the Academy of Marketing Science), as well as leading journals that are complementary to marketing (e.g. Journal of International Business Studies, Journal of Business Venturing, Journal of Consumer Psychology.) We balance our research with a strong applied orientation, enhanced by the many relationships that we have with leading firms known for their marketing and brand management capabilities. 

The Marketing Area at Laurier offers undergraduate and MBA students an excellent range of courses. These reflect both classic and contemporary marketing issues. They also combine sound theoretical knowledge with a clear 'how to' orientation. This balance of theory and application, together with the country's largest business co-op program and a strong cadre of industry-based faculty means our students are well prepared for employment.

Our PhD program offers students the opportunity to focus on research in service marketing and brand management, both unique to PhD programmes in Canada.  Other PhD topic areas include innovation management (e.g. new product development), research at the marketing/entrepreneurship interface, or studies exploring issues in the area of cognitive neuroscience and consumer behaviour.

We are a growing area in Laurier's SBE, and our team includes:

• Canada Research Chair (Tier 2) in Market Insight and Innovation - Tripat Gill
• Chair in Brand Communication Education - Brad Davis
• Betty and Peter Sims Professor of Entrepreneurship - Nicole Coviello

Please have a look at our list of new faculty members (below) and the bios of our faculty (to the right).

Introducing New Faculty Members
Joining in 2012

Zhenfeng Ma joined the Marketing Area in July 2012. He has a PhD from McGill University and has previously held a faculty position at the University of Ontario Institute of Technology (UOIT). He also holds an M.A. from the University of International Business and Economics in Beijing and a B.A. from the Qingdao University in Qingdao, China.

Zhenfeng's current research interests focus on consumer innovation adoption, services marketing, and the physiological underpinnings of consumer behavior. His research has appeared in leading Marketing journals including the Journal of Marketing and the Journal of Advertising Research. He has also published in other leading academic journals such as the Journal of Evolutionary Economics. He currently holds an Insight Development Grant (IDG) from SSHRC.

Zhenfeng's teaching interests include Marketing Research, Marketing Management, and Marketing Communications.

Lindsay McShane joined the Marketing Area in July 2012 and has completed her PhD in Management (Marketing) at Queen’s University. Before pursuing her doctoral degree, Lindsay completed a BBA at Bishop’s University, worked in the marketing communications industry and then returned to school to complete an MSc in Management (Marketing) at Queen’s University.

Lindsay’s research interests centre very generally on understanding the ethical concerns that influence consumers’ perceptions of and relationships with organizations. Her current work focuses primarily on examining consumers’ fairness judgments from a variety of perspectives, including consideration for why fairness is important, the information that consumers use as a basis for their fairness judgments and the relationship between fairness perceptions and the self-concept. Her work has been published in premier journals including the Journal of Retailing, the Journal of Business Ethics, Information and Organization and Business & Society. She has also presented her research at several major academic conferences including the Association for Consumer Research, the Society for Consumer Psychology, the American Marketing Association and the Academy of Marketing Science.

Lindsay has experience teaching Integrated Marketing Communications at the undergraduate level. Her teaching interests also include Consumer Behaviour, Marketing Strategy and Marketing Research.

Grant Packard joined the Marketing Area in July 2012 after completing his Ph.D. at the University of Michigan, Ross School of Business. He also holds an MBA from McGill University and a B.S. (cum laude) from the University of Colorado at Boulder, and has served as a lecturer at the University of Toronto, Rotman School of Management and the University of Colorado, Leeds School of Business.

Grant’s primary research stream explores the self and its social presentation in the context of consumer social influence. He also engages in some empirical work examining social networks from a managerial perspective. His research has been presented at and/or published in the conference proceedings of the Association for Consumer Research, Consumer Culture Theory, Marketing Science, and the Society for Consumer Psychology. A paper based on his dissertation work received the Best Paper Award at the 2011 SCP Conference.