Laura Dwyer Headshot

Laura Dwyer

Principal Lecturer
Department of MIS, Marketing, and Digital Business
Saunders College of Business

Office Location
Office Mailing Address
12 - 3315

Laura Dwyer

Principal Lecturer
Department of MIS, Marketing, and Digital Business
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

Currently Teaching

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-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.
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-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?
MKTG-350
3 Credits
A study of the determinants of buying behaviors. Emphasis is on identifying target markets and customer needs, internal and external influences on lifestyle and understanding the buying decision process.
MKTG-763
3 Credits
The course reviews the major theories that frame the understanding of both consumer (end-user) and business buying behavior. Topics include the buying decision process, the impact of emotion, product knowledge, and product involvement on purchasing decisions. In addition, behavioral, social and psychological perspectives will be discussed. All perspectives will be applied to designing marketing strategy.
MKTG-851
2 Credits
A general management perspective on the critical impact of marketing in organizations. Topics include an overview of the marketing process, market research, segmentation, and target markets. The focus is on the process of creating, communicating, and delivering customer value through the marketing mix. The course is structured around the managerially controllable elements of product, price, promotion and distribution, plus the interrelationships of these elements.
MKTG-430
3 Credits
This course introduces the student to the general theories of Social Media Marketing and its relevance and importance as a Marketing tool. The student will learn how to create campaigns and the strategies and tactics in the most popular social media platforms, as generate reports and actions based on social media analytics.
MKTG-762
3 Credits
This course is an advanced study of the strategic and operational decisions facing a marketing executive today. Topics covered include market segmentation, branding and positioning, channel management, strategic pricing, marketing communications, marketing analytics and marketing in the new social economy. The course will present various concepts and tools for evaluating the marketplace (external environment, competitors, marketing opportunities and threats), and analyzing marketing strategies. Time will be spent on developing, evaluating and implementing marketing strategy at the corporate level using case analysis and formal decision making techniques. Students will be expected to make use of analytical, problem solving and communication skills to drive the development of a marketing plan focused on an actual company. The course also includes a business simulation with emphasis on advanced marketing management skills (Capsim: Capstone). The course will weave together a study of classical marketing theory and strategic planning with applied marketing management skills within the context of a business simulation.