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NEWS FROM THE LATEST ÂÜÀòÉç¹ÙÍø SIG: Marketing for Higher Education

Summer 2012 Educator’s Conference Event

Marketing for Higher Education in Challenging Times
Panel members (in alphabetical order):
Donald Lehmann, Jagdish Sheth, Valarie Zeithaml

Each of our renowned guest speakers addresses particular challenges facing higher education marketing which intersects with their own theoretical, marketing and higher education interests.

ÂÜÀòÉç¹ÙÍøt the main event guest speakers

• Professor Donald Lehmann’s research focuses on individual and group choice and decision making, the adoption of innovation and new product development, and the management and valuation of marketing assets (brands, customers). He is also interested in knowledge accumulation, empirical generalizations and information use. Don Lehmann has published more than 100 articles and books, serves on the editorial boards of several academic journals and is the founding editor of Marketing Letters. He is a past president of the Association for Consumer Research and former executive director (1993–1995, 2001–2003) of the Marketing Science Institute. Currently he is co-editor of the International Journal of Research in Marketing.
• Professor Jag Sheth is a renowned scholar and world recognized authority in the field of marketing. His insights on global competition, strategic thinking and customer relationship management are considered revolutionary. Prior to his tenure at Emory University, he was a distinguished faculty member at the University of Southern California, the University of Illinois, Columbia University and the Massachussetts Institute of Technology. He has published more than 200 books and research papers in different areas of marketing and business strategy. Many of these are considered classic references. His timely advice promises to aid business leaders looking to develop immediate and long-term strategies for improving their competitive position.
• Professor Valarie Zeithaml is an internationally recognized pioneer of services marketing. She devoted the last 30 years to researching, consulting, and teaching service quality, services management, and customer equity. She has researched customer expectations in more than 40 industries. She is the winner of the 2008 Paul D. Converse Award from the ÂÜÀòÉç¹ÙÍø, the 2009 ÂÜÀòÉç¹ÙÍø Irwin/McGraw-Hill Distinguished Marketing Educator Award for lifetime leadership in marketing education and extensive contributions to the field of marketing, the 2009 Sheth Foundation/Journal of Marketing Award, as well as other awards for her research and teaching. She has co-authored three business books and her textbook, Services Marketing (with Mary Jo Bitner and Dwayne Gremler) has just been published in its sixth edition. This year, for the first time, she taught two courses on digital marketing—“Digital Marketing: Search, Social, Mobile, and Beyond”; and “Advanced Digital Marketing.”

The Future of Marketing Higher Education

Donald Lehmann, George E. Warren Professor of Business Columbia University.

Marketing education is facing a number of challenges. At a general level, several characteristics of students present particular challenges, including expectations of active learning, impatience (including the expectation to learn in class vs. outside of it), multi-tasking, and expectations regarding use of technology and polish. Teaching pressure has gone up as students are treated as customers vs. products (or at least co-producers) and rankings are emphasized. Regarding marketing in particular, the “encroachments” of other areas (e.g., supply chains and pricing in operations, strategy, and behavioral finance) impacts what marketing’s role is. Taken together with external issues concerning indebtedness, sustainability and consumer welfare, these forces suggest important, and sometimes painful, changes in marketing education including the end of the classroom lecture as we know it and increasing use of cross-functional teaching and projects.

Globalization and Higher Education

Jagdish Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School Emory University.

Professor Sheth discusses how globalization is impacting the future of higher education, and marketing challenges this will pose especially in science and engineering.

Digital Technology

Valarie Zeithaml, David S. Van Pelt Family Distinguished Professor of Marketing, Kenan-Flagler Business School, University of North Carolina at Chapel Hill

For further information about the SIG visit:

To learn how to joint the SIG, click on the link above and then General Information

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