Richard Netemeyer headshot

Richard G Netemeyer

Area Coordinator, Marketing
Unit: McIntire School of Commerce
Department: McIntire School of Commerce
Office location and address
206 Rouss & Robertson Halls
125 Ruppel Dr
Charlottesville, Virginia 22904
Ph.D., Marketing, University of South Carolina
M.B.A., Southern Illinois University at Edwardsville
B.S., Recreation, Southern Illinois University at Edwardsville

Professor Netemeyer is the Ralph A. Beeton Professor of Free Enterprise at the McIntire School of Commerce. He received his Ph.D. in Business Administration with a specialization in Marketing from the University of South Carolina in 1986. Professor Netemeyer’s substantive research interests include consumer and organizational behavior, public policy and social issues, health/maladaptive behaviors, and customer attitudes and beliefs as they relate to a firm’s financial outcomes. He is currently researching topics relating to financial literacy and smoking cessation. His methodological expertise includes structural equation modeling, hierarchical linear modeling, measurement and psychometrics, and survey research methodologies. His research has appeared in Journal of Consumer ResearchJournal of Marketing ResearchJournal of MarketingJournal of Applied PsychologyOBHDPMarketing ScienceAmerican Journal of Public Health;American Journal of Psychiatry; and others. He is a co-author of two textbooks pertaining to measurement and psychometrics, and is a member of the editorial review boards of Journal of Consumer ResearchJournal of Marketing; and Journal of Public Policy & Marketing.

CONC 103: Marketing
Students will be exposed to such essential concepts as the marketing mix and consumer decision-making process, and will come to understand key factors influencing consumers' purchasing decisions. The marketing segment is designed to ensure that students attain a firm understanding of the demands of the marketplace and how companies can position their products for success.
COMM 4539: Global Commerce Immersion: Topics in Marketing
Credits: 3
Global Commerce courses that count in the Marketing concentration.
GCOM 7040: Marketing and Quantitative Analysis
Credits: 3
Marketing and Quantitative Analysis introduces the marketing management processes that can be applied to various global markets. Topics include understanding market metrics, consumer market dynamics, consumer behavior and social/cultural trends, organizational buying behaviors, market segmentation, global branding, management of goods and services in diverse markets, and marketing decision systems. Restricted to MS in Commerce students.
GBAC 7200: Enterprise Analytics I: Customers, Products, and Markets
Credits: 2
This course is an introduction to consumer, product, and market analytics. You will learn key concepts in brand positioning, customer segmentation, and consumer behavior. The course will expose students to basic market research methods and measurement considerations in designing and conducting market research.
GBAC 7208: Customer Analytics II
Credits: 2
This course introduces advanced analytical multivariate techniques used in marketing to understand customer and employee attitudes and behavior from data to gain market intelligence plus target and segment customers and employees that maximizes important marketing metrics. Topics include advanced regression techniques, logistic regression, path analysis, cluster and discriminant analysis, and experimental design. You will use SPSS and R.
GCOM 7240: Advanced Quantitative Analysis
Credits: 4
Multivariate statistics training to analyze Big Data sets. The course covers discrete choice modeling (logistic and probit models), classification techniques (discriminant and cluster analyses), data reduction techniques (factor analysis), and advanced predictive techniques (regression models with interactions and curvilinear effects, structural equation modeling, and factorial ANOVA). Trains students on IBM-SPSS, SAS, and R.