Carrie Heilman headshot

Carrie M. Heilman

Associate Professor
Unit: McIntire School of Commerce
Department: McIntire School of Commerce
Office location and address
Rouss & Robertson Halls, Room 349
40 South Lawn
Charlottesville, Virginia 22904
Ph.D., Management, Krannert Graduate School of Management, Purdue University
B.A., Mathematics, College of the Holy Cross

Professor Heilman’s research interests include modeling consumer choice and brand loyalty in frequently purchased consumer goods categories, customer relationship management (CRM), retail loyalty programs and strategies, and the impact of consumer promotions, especially in-store promotions, on consumer behavior. Her current research focuses on topics including the impact of in-store free samples and coupons, retail loyalty programs, retail brand extension strategies, and consumer spending on luxury goods. Professor Heilman teaches courses in "Brand Management" and "Advertising & Promotional Strategy" at the undergraduate and graduate levels. She is also the faculty adviser to the students who compete annually in the National Student Advertising Competition (NSAC) and recently led students to the national title in 2016.

Professor Heilman has presented her research at national conferences sponsored by the American Marketing Association (AMA), the Institute for Operations Research and Management Science (INFORMS), and the Association for Consumer Research (ACR), to name a few. Her research has been published in journals such as Journal of Marketing ResearchJournal of MarketingJournal of Retailing; and International Journal of Research in Marketing. She has reviewed papers for Journal of Marketing ResearchMarketing ScienceJournal of MarketingJournal of Retailing; and Journal of Business Research.

COMM 4371: Advertising and Promotional Aspects of Marketing
Credits: 3
This course introduces students to the field of advertising and promotions and the role these play in the overall marketing program of an organization. The course covers the strategic aspects of marketing communications and the executional tactics used to carry out such strategic initiatives. Students work with a real client on a case study provided by the American Advertising Federation's (AAF) National Student Advertising Competition (NSAC).
COMM 4372: Integrated Marketing Communications Campaigns
Credits: 3
This course exposes students to the best practics of an Integrated Marketing Communications (IMC) campaign and has them create their own campaign for the National Student Advertising Competition's (NSAC) national client. Students are also exposed to the strategic media planning process which is an important part of any IMC plan.
COMM 4373: Advertising and Promotional Aspects of Marketing - Media Lab
Credits: 2
This course introduces students to the software used by creative personnel within an advertising agency, such as Adobe Photoshop, InDesign, and Illustrator, to name a few.
COMM 4374: Integrated Marketing Communications Campaigns - Media Lab
Credits: 2
This course focuses on the techniques and database used by media agencies to develop a media plan in a rapidly changing and increasingly digital media landscape. The course also builds upon and utilizes the software skills learned in Comm 4373.
COMM 4993: Independent Study in Commerce
Credits: 1–3
Independent study under the supervision of a Commerce instructor. A project directly related to business must be submitted to, and approved by, the supervising instructor prior to the Commerce School add date. Students may take COMM 4993 only once. Prerequisite: Fourth-year Commerce standing.
GCOM 7160: Brand Management & Strategy
Credits: 3
This course will expose you to the knowledge and skills required of, 1) brand managers as they successfully launch and manage branded products/services over time, and 2) brand consultants who consult brand managers on the best strategies and techniques for managing brands. You will also learn the process for conducting a brand audit through a group semester project.