Laura Dwyer Headshot

Laura Dwyer

Principal Lecturer

Department of MIS, Marketing, and Analytics
Saunders College of Business

Office Location
Office Mailing Address
12 - 3315

Laura Dwyer

Principal Lecturer

Department of MIS, Marketing, and Analytics
Saunders College of Business

Education

BS, St. Lawrence University; MBA, Rochester Institute of Technology

Bio

Laurie Dwyer is currently a full-time senior lecturer at the Rochester Institute of Technology, Saunders College of Business. She teaches undergraduate and graduate level courses in marketing analytics, internet marketing, consumer behavior and strategic marketing management. , , In addition, Laurie is the President of Strategic Insite, LLC, a marketing company providing branding and marketing strategy development. She has 25+ years marketing and sales management experience with Xerox, Eastman Kodak, and SPX and is currently a board member of the Rochester American Marketing Association and served as president of the Rochester e-Business Association. Her passion: raising money for the Cystic Fibrosis Foundation.


Areas of Expertise

Select Scholarship

Presentations
Dwyer, L., (2006). Strategic Talent Development. 2006 American Association of Advertising Agencies Leadership Conference.

Currently Teaching

DECS-875
2 Credits
Teams of students manage a company in a computer simulated oligopoly industry, competing against companies managed by other student teams. The overall purpose of the Business Simulation course is to: enhance the participant's ability to make effective business decisions; encourage cross-functional thinking; foster strategic and systems thinking; and enhance team building and reinforce continuous improvement opportunities.
MKTG-230
3 Credits
An introduction to the field of marketing, stressing its role in the organization and society. Emphasis is on determining customer needs and wants and how the marketer can satisfy those needs through the controllable marketing variables of product, price, promotion and distribution.
MKTG-550
3 Credits
A capstone course that gives the student an in-depth knowledge of middle- and upper-management-level marketing problems and processes. Topics include tools used by marketing managers in the development, implementation and control of marketing plans. * Note: A completed co-op (MKTG-499) is required.
MKTG-776
3 Credits
An essential element of corporate success is the management of products and brands. Firms in both consumer and commercial industries often manage their marketing strategies and tactics through the activities of their product and brand managers. This course will examine the role of product and brand managers in the development and execution of strategies that deliver value to targeted customers and grow the business. The role of product and brand managers will be examined through all phases of the firm's product and brand life cycle. The course emphasizes the decisions that firms expect product and brand managers to make to achieve market share and financial objectives.
MKTG-365
3 Credits
Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Understanding marketing analytics allows marketers to be more efficient at their jobs and minimize wasted online and offline marketing dollars. It also provides marketers with the information necessary to help support company investment in marketing strategy and tactics. This course provides the participant with the necessary knowledge and practical insights that will help a marketing manager get more out of available data and take strategic advantage of the analysis. This interactive, participatory course is designed to answer key questions: “What is marketing analytics, how can marketing analytics improve my marketing efforts and how can I integrate marketing analytics into my business?