Episode 47

Understanding Marketing Research with Notre Dame’s Dr. Mitch Olsen

The US might be behind in marketing effectiveness—at least according to Mark Ritson. But why? What does the state of marketing effectiveness and research look like?

This week, Elena, Angela, and Rob are joined by Dr. Mitch Olsen, marketing professor and director of undergraduate studies at the University of Notre Dame, to answer that very question. With rich experience in both the corporate and academic worlds of marketing, Mitch shares his thoughts on the state of marketing effectiveness in the US, the process behind publishing marketing research, and how the next generation of marketers are being taught to prioritize business outcomes in their work.

Topics Covered

• [02:00] Mark Ritson’s take on effectiveness in the US

• [03:30] Mitch’s experience marketing at P&G and transition to academia

• [11:30] The process of publishing marketing research

• [16:30] Is the US actually behind on effectiveness?

• [23:30] What marketing education looks like today

• [26:00] How is TV advertising discussed in the classroom?

Resources:

2023 MarketingWeek Article

Today's Hosts