How To Teach Marketing And Management

Transcription

1 Dawn Edmiston, DM Professional Profile Passionate college educator, who has taught a broad range of management and marketing courses at the undergraduate and graduate levels in classroom and online learning environments. Web site can be accessed at Accomplished marketing manager with global brand leaders to include Discovery Communications, IBM, and PricewaterhouseCoopers. Research interests include digital marketing and integrated marking communication. My applied teaching methods have been recognized with national awards including the MAACBA Innovation in Teaching Prize (2012) and the Marketing Management Association AxcessCapon Teaching Innovation Competition Winner (2011). Currently possess a Top Secret Secured Compartmented Information Clearance (with Counter- Intelligence Polygraph). Teaching Experience College of William & Mary Raymond A. Mason School of Business, Williamsburg, VA Clinical Associate Professor (8/14 present) Undergraduate courses taught: Marketing Research and Marketing Strategy Saint Vincent College McKenna School of Business, Latrobe, PA Tenured Associate Professor (3/13 8/14); Assistant Professor (6/07 3/13); Adjunct Faculty (9/05 5/07) Undergraduate courses taught: Principles of Marketing, Global Marketing, Internet Marketing and Essentials of Selling Graduate courses taught: Effective Marketing Communication, Marketing Strategy, Human Resource Management, Organizational Theory and Research Development Administrative roles listed under Service to the Academy West Virginia University Reed College of Media, Morgantown, WV Online Course Developer and Lead (Adjunct) Instructor for IMC Graduate Program Developed and taught: Emerging Media and the Market. Also taught Digital Marketing Communications. Developed and taught first professional development course in Social Media Marketing University of Pittsburgh at Johnstown School of Social Sciences, Johnstown, PA Adjunct Assistant Professor (1/07 4/08) Undergraduate courses taught: Consumer Behavior and Internet Marketing Johns Hopkins University Carey Business School, Baltimore, MD Practitioner Faculty Member (6/04 8/08) Graduate courses taught: Corporate Communications, Integrated Marketing Communications and Promotional Strategy Faculty Advisor Applied Research Project (capstone project for senior students)

2 University of Maryland University College, Adelphi, MD Adjunct Assistant Professor, Graduate School (9/02 12/04) Online courses taught: Consumer Behavior and Public Relations Theory and Practice Developed the MS in Management - Public Relations Capstone Course Guidebook Adjunct Assistant Professor, School of Undergraduate Studies (9/01 5/05) Online courses taught: Principles of Marketing. Developed a Services Marketing course. Trinity College School of Professional Studies, Washington DC Adjunct Assistant Professor (1/04 8/04) Graduate courses taught: Global Operations and Strategy, Performance Management and Organizational Strategy Howard University School of Business, Washington DC Visiting Instructor (9/03 5/04) Undergraduate and graduate courses taught: Global Marketing Management, International Business, International Marketing, and Human Resource Management Honors Society for Marketing Advances, Innovations in Teaching Finalist (2014) Accreditation Council for Business Schools and Programs Teaching Excellence Award Region II (2013) Middle Atlantic Association of Colleges of Business Administration (MAACBA) Innovation in Teaching Prize (2012) Marketing Management Association (MMA) AxcessCapon Teaching Innovation Competition Winner (2011) - Finalists selected by blind peer review committee and winner selected by panel of judges. American Marketing Association (AMA) of Pittsburgh Distinguished Educator (2010) Quentin Schaut Faculty Award Saint Vincent College (2009) Tribute to Women Educator Award YWCA of Cambria- Somerset Counties (PA) (2009) Outstanding Doctoral Dissertation Council for Advancement and Support of Education Alice L. Beeman Research Award Winner (2008) Delta Mu Delta Honorary Member International Honor Society in Business Administration Saint Vincent College Chapter (2008) Phi Kappa Phi Dissertation Grant Award University of Maryland Chapter (2006) Phi Kappa Phi Member International Academic Honor Society (2005) Peer- Reviewed Academic Journal Articles Post. R. & Edmiston, D. (2014). Challenging big data preconceptions: New ways of thinking about data and integrated marketing communication. International Journal of Integrated Marketing Communications, 6(1), Edmiston, D. (2014). Creating a personal competitive advantage by developing a professional online presence. Marketing Education Review, 24, Dawn Edmiston

3 Edmiston, D. (2009). An examination of integrated marketing communication in U.S. public institutions of higher education. Journal of Marketing for Higher Education, 19(2), , doi: / Edmiston, D. (2008). An examination of integrated marketing communication in U.S. public institutions of higher education. International Journal of Educational Advancement, 8, , doi: /ijea Book Reviews Edmiston, D. (forthcoming). [Review of the book Strategic Digital Marketing]. Journal of Product & Brand Management. Edmiston, D. (2014). [Review of the book The New Emerging Market Multinationals]. Journal of Consumer Marketing. Richmond, K. (2010). [Served as textbook reviewer for], The Power of Selling. Irvington, NY: Flat World Knowledge. Peer- Reviewed Conference Proceedings Vander Schee, B. A., Geringer, S., Edmiston, D., & Greene, H. (2013). Punctuality: Classroom policies and student perceptions. Paper presented and extended abstract published in the conference proceedings at the Marketing Management Association Annual Conference, Chicago, IL. Vander Schee, B. A., Geringer, S., Edmiston, D., & Greene, H. (2012). Absenteeism: Student perceptions and practices. Paper presented and extended abstract published in the proceedings of the Marketing Management Association Educators Conference, Minneapolis, MN. Edmiston, D. (2011). Developing POP! A Professional Online Presence. Paper presented and extended abstract published in the proceedings of the Marketing Management Association Educators Conference, St Louis, MO. Edmiston, D. (2010). A Framework for Integrated Marketing Communication in Higher Education. Paper presented and extended abstract published in the proceedings of the Marketing Management Association Research Conference, Chicago, IL. Edmiston, D. (2009). The impact of integrated marketing communication in public colleges and universities in the U.S. Paper published in the proceedings of the American Marketing Association Symposium for the Marketing of Higher Education. Select Presentations Developing Your Perfect Pitch MBA Entrepreneurship Forum Beijing Normal University, October 13, 2013, in Beijing, China. 3 Dawn Edmiston

4 Developing POP (A Professional Online Presence)! ACBSP Annual Conference, June 21, 2013, in Salt Lake City, UT. Emerging Media for Branding and Career Success - Integrate 2013: Integrated Marketing Communications Conference, May 31, 2013 at West Virginia University. Creating Competitive Advantage Through a Professional Online Presence - Middle Atlantic Association of Colleges of Business Administration Annual Dean s Conference, October 16, 2012 in Pittsburgh, PA. Developing POP! A Professional Online Presence - Integrate 2012: Integrated Marketing Communications Conference, June 2, 2012 at West Virginia University. Developing POP! A Professional Online Presence - Chicago Association of Direct Marketing Educational Foundation: Integrated Marketing Communication Academic Roundtable, May 11, 2012 in Chicago, IL. Developing POP! A Professional Online Presence - Marketing Management Association Annual Educators Conference: AxcessCapon Teaching Innovation Competition (Winner), September 21, 2011 in St. Louis, MO. Marketing YOU! - Integrate 2011: Integrated Marketing Communications Conference, June 4, 2011 at West Virginia University. The Impact of Integrated Marketing Communication on Leading Colleges and Universities in the US - Council for Advancement and Support of Education District II Conference on March 23, 2009 in Baltimore, MD. Achieved Stellar Speaker status (top 10 percent of all CASE presenters based on participant feedback). An Examination of Integrated Marketing Communication in U.S. Public Institutions, poster presentation, CASE Summit for Advancement Leaders, July 13, 2008 in New York, NY. Service to the Academy Accreditation Council for Business Schools and Programs Marketing Committee, Region II Representative Atlantic Marketing Association 2012 Conference Proceedings, Peer Reviewer Council for Advancement and Support of Education 2009 Alice L. Beeman Research Award in Communications and Marketing for Educational Advancement, Judge Jacobs & Clevenger s Case Writers Workshop 2013 Case Competition, Judge Marketing Education Review Journal 2013 Present Editorial Review Board 4 Dawn Edmiston

5 2012, 2013 Teaching Innovations Special Issue, Peer Reviewer Marketing Management Association Board of Directors Editor, MMA Conference Proceedings (spring and fall conferences) Publication Council Research Conference Session Chair, Peer Reviewer, Proceedings (11-12) Educators Conference Session Chair, Peer Reviewer, Proceedings (11-12) 2013 Educators Conference Teaching Competition Judge; Doctoral Student Teaching Consortium Facilitator Saint Vincent College McKenna School of Business, Economics and Government Health Services Leadership, Graduate Program Director (1/07 8/14) Launched Master of Science degree in June 2007 and Graduate Certificate in January Administered all aspects of this program to include admissions, marketing, curriculum planning and student advising. Program achieved highest ranking on student satisfaction survey of all graduate programs at Saint Vincent College. AMA Marketing Matrix student association, Faculty Advisor (9/09 4/12) Business Administration Scholarship Fund, Chairperson (6/10 8/14) Faculty Council, Compensation Committee Chairperson (9/12 6/13) Integrated Communication Committee, Founding Co- Chairperson (9/07 4/10) Multicultural Student Coalition, Founding Faculty Advisor (9/06 9/08; transitioned role to new Assistant Director of Diversity hired in Fall 2008) Student Government Association, Faculty Advisor (4/13 8/14) VP of Marketing Search Committee, Faculty Representative (3/12 5/12) Women in Business, Founding Faculty Advisor (9/05 8/14) Society for Marketing Advances 2013 Conference Proceedings, Peer Reviewer Professional Experience ACCREDITATION COUNCIL for BUSINESS SCHOOLS and PROGRAMS, Overland Park, KS Marketing Consultant (7/13 6/14) Developed the first Pathways to Leadership: ACBSP Membership Resource Kit. FRED ROGERS (MISTER ROGERS NEIGHBORHOOD) CENTER, Latrobe, PA Marketing Consultant (5/09 6/13) Oversee creative development and measurement of marketing communications across all channels. Funded through a $150K grant from an anonymous foundation. Directed the search engine optimized redesign and launch of Supported the development and launch of the Fred Rogers virtual exhibit. 5 Dawn Edmiston

6 Created various social media channels to include Facebook, Twitter and YouTube. Established initial contact database for customer relationship management efforts. PUBLIC BROADCASTING SERVICE (PBS), Alexandria, VA Marketing Consultant Developed a strategic market analysis for a digital image partnership between PBS and PictureHistory.com. (1/06) Conducted competitive analysis and developed strategic marketing plans for new video launches to include Ten Steps to College and This Far By Faith. (6/03 12/04) UNION COLLEGE, Schenectady, NY Marketing Consultant (2/03 6/03) Developed and implemented college s first comprehensive mixed mode (print and online) survey to analyze alumni preferences for services and communications. Survey response rate exceeded 20%, with more than 4,500 alumni participants. IBM BUSINESS CONSULTING SERVICES, Arlington, VA Formerly, PricewaterhouseCoopers Management Consulting Services (8/99 2/03) Senior Manager Marketing Strategic Change, Washington Consulting Practice Developed and executed the first integrated marketing communication plan to expand awareness, and improve sales, of the Washington Consulting Practice s strategy services. Contributed to the division exceeding FY02 sales forecast of $40M. Responsible for all internal and external communications to include the development of print and interactive marketing materials for national and international distribution. Member of committee that conducted survey of 300 leading corporate and government organizations to determine organizational trends in e- business. Received PricewaterhouseCoopers' Spotlight Recognition Award for project contributions. DISCOVERY COMMUNICATIONS, INC., Bethesda, MD Discovery Channel, TLC, Animal Planet, and Travel Channel Business Affairs, Account Executive (1/99 8/99) Negotiated program and rights acquisitions, co- productions and commissions for Discovery s cable and digital networks as well as Discovery Enterprises Worldwide. The value of deals negotiated exceeded $10M. Acted as liaison between program rights distributors and all DCI Domestic and International Networks, Legal Affairs, Discovery Enterprises Worldwide and Discovery Channel Online. Discovery Enterprises Worldwide (DEW) Manager, Asia- Pacific and Europe (9/96 12/98) Managed international sales and marketing efforts for DEW consumer products including home video and multimedia as well as publishing, online, licensing and retail initiatives. Developed and maintained 24 regional partnerships, in 18 countries, throughout Asia- Pacific and Europe. Supervised brand development and regional marketing programs. Initiated and expanded promotional efforts with Discovery Networks International. 6 Dawn Edmiston

7 Researched international markets, analyzed potential partners and negotiated licensing/distribution contracts. Formulated strategic business plans and financial budgets, by product and country, to maximize sell- in and sell- through of DEW products. Annual revenue contribution exceeded $2M. Discovery Channel Multimedia Direct Response Marketing Manager (9/95 9/96) Managed division s direct response marketing initiatives for multimedia products. Developed print and television ads. Coordinated direct mail and television campaigns. Supervised division s telemarketing, fulfillment, customer service and database management operations. Managed financial budgets and strategic plans. Generated a revenue contribution of $1.2M and implemented operational procedures that resulted in savings of $200K. Initiated and co- launched Discovery Channel s first multimedia e- commerce Web site. VISIBILITY PUBLIC RELATIONS, New York, NY Account Executive (pre- MBA internship, 9/93 12/93) Generated national media (print, television and radio) exposure for clients including press coverage in USA Today and Business Week. Media placement value for one client exceeded $300K. JOHN ROBERT POWERS INTERNATIONAL, Agana, Guam Assistant Director (6/91 8/93) Directed daily operations of 100 member talent agency and school. Managed new business development, marketing, educational programs and special projects. Coordinated promotional events with international clients such as Hotel Nikko, Hilton Hotel, Duty Free Shoppers and Mid- Pacific Distributing Corp. Grew sales revenue 20%. Received Governor of Guam Ambassador Award for community contributions. Education University of Maryland University College, Adelphi, MD Doctor of Management August 2007 Phi Kappa Phi Honors Dissertation: An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education Council for the Advancement and Support of Education Alice L. Beeman Research Award for Outstanding Doctoral Dissertation (2008) University of Maryland Phi Kappa Phi Honor Society Dissertation Award (2006) Elected President, UMUC Doctoral Student Association (2004) Columbia University Columbia Business School, New York, NY MBA Strategic Management/International Marketing May 1995 Dean s List London Business School, London, UK Fall 1994 One of two Columbia students selected for Chazen International Exchange Program Rensselaer Polytechnic Institute, Troy, NY BS Management December 1990 Dean s List Professional Leadership Program Epsilon Delta Sigma Management Honor Society 7 Dawn Edmiston