What inspires you to teach?
The students. I like how my job balances interacting with others and learning. While I am imparting knowledge that melds theory with current business practices, my students are sharing their experiences as consumers, workers and students. Their perspective helps me be a better thinker.
I love the balance of academia. I enjoy both research and teaching.
The business college has a very diverse student body. I enjoy
interacting with students who come from such a wide range of cultures,
ethnicities, age and socio-economic backgrounds. They enrich the
learning experience for everyone. In Marketing it is important to have
a broad understanding of demographic groups. The College of Business
student body brings that into every class.
How do your research pursuits benefit students in your classroom?
I think the research-student benefit goes both ways. I find both undergrads and MBAs, through classroom interaction, help me develop ideas for future research as I try to share my knowledge gleaned through research. My research interests focus on post-consumption evaluation. At the graduate level, I share my expertise of survey development and analysis to help students develop a skill set which is valuable whether they go to work for a large corporation or become entrepreneurs. At the undergraduate level, I bring in my research findings to illustrate the importance of meeting the needs of the consumer.
When you are in a slump for inspiration, what do you do?
Exercise inspires my thinking. I roller-blade with my dogs; I like yoga, Pilates and weightlifting.
How do you motivate students who are in a slump?
Many of our students work and go to school. They juggle a lot. It is very challenging for them to coordinate work and school. I think it helps to remind them why they are going to school in the first place. Typically, they want to have better life opportunities. I think reassuring them it is worth the hard work helps.
When a student comes to you and they know they want to major in business, but just aren't sure about a specialty, how do you help them?
I am a very pragmatic thinker. I always ask them if their goal is to get a good job when they are done. If so, look at the trends. Marketing tends to do well in both good and bad times. It is the revenue generating function of any business. Students must, however, find an aspect of marketing that they enjoy. Creative types love advertising; analytical types are better suited for database, marketing research. I always try to remind students that they dont have to have their whole life figured out at 22. If they find they dont like what they are doing, they can go back to school and/or change careers.
How do you infuse real world examples into your curriculum?
Most days I read the New York Times, Slate, Forbes, and MSN online. I start every class day with something in the news that relates to services marketing. I also like to bring in reality TV clips. Airline on A&E is an entertaining way to illustrate both good and bad customer and marketer interactions.
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