The Institute for Research in Marketing uses outreach initiatives such as conferences and a speakers' series to provide forums for dialogue among marketing scholars, industry practitioners, policy makers, and other constituents. By leveraging the expertise of the Carlson School's world class marketing faculty and an advisory board of practitioners from leading corporations, the Institute helps foster rigorous and relevant research that improves the science and practice of marketing.
Listed below are a selection of past events the Institute has hosted:
- November 10, 2009. The Institute for Research in Marketing co-sponsored the conference "Local Foods and Consumer Demand" with the University of Minnesota's Food Industry Center. The conference featured the Institute's Associate Director, Rebecca Monro, and her talk, "The Cooperative Business Model: Hip, Not Hippie."
- September 23, 2009. "Even Buffett Isn't Perfect." Vahan Janjigian, Chief Investment Strategist at Forbes, addressed Warren Buffett's revered investment strategies, other profitable paths, and the marketing principles underpinning his approach.
- July 28, 2008. The Institute for Research in Marketing was honored to host the U.S. Secretary of Commerce, Carlos Gutierrez, who, along with the Carlson School's Rajesh Chandy, James D. Watkins Chair in Marketing, moderated a "Forum on Innovation: Drivers and Impediments." The expert panel featured executives from 3M, Medtronic, and the Carlson Companies.
- May 21-23, 2008. Carlson on Metrics, the Institute's third annual conference, brought together practitioners and academics in May 2008 to discuss the latest thinking on marketing metrics. As marketing budgets tighten internationally, Carlson School faculty and their research colleagues around the world have been at the forefront of the creation of innovative marketing metrics such as the Brand Iconicity Scale and Brand Concept Maps. Sharing their new approaches to measuring marketing actions, along with the practical experiences of thought leaders from illustrious firms including Wells Fargo, General Mills, 3M, and CVS Caremark, faculty from the Carlson School, Harvard Business School, UCLA, and the University of California-Davis came together for a valuable exchange of ideas. Over two days of insightful sessions, this group tackled a wide range of issues surrounding marketing metrics, including brand health, short- and long-term impacts of marketing spending, and the management and application of customer data, in five broad, thematic areas. Called by one attendee "a balanced mix of perspectives" and "the right content at the right time," Carlson on Metrics proved a productive confluence of research and practice.
- October 24, 2007. “Mindless Eating: Why We Eat More Than We Think.” Brian Wansink, director of the Cornell Food and Brand Lab at Cornell University, discussed the influence of advertising and marketing on eating habits. His consumer-relevant research focuses on the psychology behind what people eat and why they eat it.
- June 6-8, 2007. Creating and Cultivating Brand Connections. The Institute, in association with the Marketing Science Institute (MSI) of Cambridge, Mass., hosted the Institute’s second annual conference featuring faculty from the Carlson School, Dartmouth College, the University of Southern California, and Stanford University as well as practitioners from Carlson Marketing, Frito-Lay, Target, and TD Ameritrade. The conference presented cutting-edge research on topics that link theory to practice.
- March 19, 2007. “Reposition the Twin Cities: Two Cities, One Destination.” Minneapolis Mayor R.T. Rybak and St. Paul Mayor Chris Coleman unveiled the culmination of three years of top tier marketing research, thousands of personal conversations, and the insightful input of business leaders and citizens, in a new marketing campaign that brought together the perceptions of the Twin Cities and the reality of all they have to offer.
- September 27, 2006. “Juicing the Orange.” Fred Senn, founding partner at Fallon Worldwide, discussed the methods by which business managers can successfully harness the creative abilities of their teams and apply them to each step of the business process.
- May 19-20, 2006. Carlson on Branding, the Institute’s first conference of its kind, presented cutting edge material focusing on building, leveraging, identifying and measuring, and protecting brands. Research presented at the conference ranged from the implications of brand dilution and extension to the drawbacks and benefits of gray markets. Panel discussions and prepared topics presented by Institute member companies and local business leaders included 3M, Cargill, Kraft Foods and General Mills. The combination of academic research and experience from the field, gave participants a birds-eye view of the changing landscape of branding in today’s global market.
For more information on past events, please email