Marketing at the University of San Diego's Knauss School of Business

marketing

AT THE KNAUSS SCHOOL OF BUSINESS

KNAUSS CENTER FOR BUSINESS EDUCATION

INNOVATING BUSINESS FOR good

The Knauss School of Business is dedicated to developing ethical and compassionate leaders prepared to confront humanity’s urgent challenges through innovation. We embrace values-driven free enterprise that creates wealth on a fair and equitable playing field to li the standard of living for all citizens and preserve the planet for future generations.

Our approach to education is holistic. We invest in hiring and retaining a diverse faculty, both researchers

and practitioners, who are passionate about teaching and mentoring. The school cra s a personalized purpose of studies that builds on each student’s existing skill set, enhances core business skills and empowers students to become ethical and compassionate leaders. Through faculty support and mentorship, extra-curricular and study abroad programs and internships, students build extensive relationship “highways” to guide them on their career journey toward a life well-lived.

CREATIVE MINDS, strategic thinkers

Marketing students at the Knauss School of Business are taught the importance of marketing for social good from day one. With a dual focus on inspired creativity and an informed strategic approach, students graduate “client ready,” equipped with the skills needed to make an impact on the world. Students learn to communicate as true marketers and gain in-depth experience, ensuring preparedness as they embark upon their careers.

“The latest trends in marketing cannot be taught by theory alone,” says Justine Farrell, associate professor of marketing and department chair.

Led by engaged faculty who are experienced and inventive, students can count on accessible support both in and out of the classroom. Monthly alumni and industry guest speakers, professional workshops, an annual Meet the Marketers’ networking event and a dedicated marketing career advisor further guide students towards a successful and fulfilling marketing career. Leaving our program as polished professionals, marketing students are practiced in the art and science of marketing, mindful of the ethical implications of their decisions and qualified to make a positive impact from day one.

Marketing can be pursued as a major or second major, a vital minor complementing another business or academic subject, or as an advanced concentration option in the Master of Business Administration program.

“MARKETING FACULTY IN THE KNAUSS SCHOOL OF BUSINESS PRIORITIZE CLIENT-BASED OPPORTUNITIES AND EXPERIENTIAL LEARNING IN VIRTUALLY EVERY CLASS. STUDENTS RUN REAL AD CAMPAIGNS, CONDUCT TANGIBLE MARKET RESEARCH, SERVE LOCAL COMPANIES AND GAIN JOB-READY EXPERIENCE.”

experiential learning

IN MARKETING CLASSROOMS

Marketing students in the Knauss School of Business have plenty of career options at their fingertips. Justine Farrell, associate professor of marketing and department chair, knows that, for students to stay competitive in an ever-evolving job market, faculty must provide true-to-professional experiences in their classes.

“Our faculty are passionate and engaged, with most of us incorporating client-based, experiential learning projects into our courses.

was the Skinny Gene Project, a nonprofit that seeks to raise awareness and prevention of Type 2 diabetes with the help of our students.

“Students create the ads, track performance and make adjustments over the course of the semester to ensure their campaigns are effective for the client,” says Farrell. “Projects like this serve two purposes: to help students gain real-world experience and provide a service to the community.”

Professional Selling, taught by Clinical Professor of Marketing Carlton O’Neal, serves as a launch pad for students to succeed professionally in the world of sales marketing. O’Neal coaches student teams for competition at the National Team Selling Competition (NTSC). “This experience has prepared me for the real world,” says Tiffany Yabsley ’22 BBA, and a member of the 2020 NTSC runner-up team. “No one in the real world is going to tell you to pick up your slack. You can’t ‘retake’ a job. This competition has definitely helped me become more disciplined and prepared.”

Farrell, who teaches Digital Marketing, has students in both MBA and undergraduate courses serve as consultants to run paid Google search ads on behalf of local small businesses and nonprofits. One recent client

From Social Media Marketing to Brand Management, Public Relations to Advertising Campaigns, marketing students at the Knauss School of Business are given an unrivaled opportunity to enter the workforce as career-ready and strategically-minded leaders.

“WHILE WE BASE OUR INSTRUCTION IN MARKETING THEORY, OUR STUDENTS, IN TANDEM, WORK ON REAL PROBLEMS AND ARE ENCOURAGED TO DISCOVER INNOVATIVE SOLUTIONS TO A QUICKLY EVOLVING MARKET AND PRESSING SOCIETAL NEEDS.”

HADI ABRISHAMCHIAN

’08 (BBA)

Hadi Abrishamchian graduated from USD’s Knauss School of Business in 2008 with a Bachelor of Business Administration and an eye on a career in marketing. Inspired by a professor and mentor, Abrishamchian started in Target’s Retail Leadership Development Program immediately a er graduation. Target’s program furthered Abrishamchian’s leadership training in the business of retailing and merchandising, building onto the foundational knowledge he learned at USD.

A er 3-years as an Executive Team Leader, Abrischamchian’s next career move took him to Mattel, where he started as a Senior Sales Analyst for online retail and Amazon customer marketing. Over the course of the next 11 years, Abrishamchian was a rockstar leader. Embarking on projects involving customer marketing, management, global e-commerce and retail sales activation, Abrishamchian grew to a director position, focusing his efforts on U.S. digital retailing and Amazon marketing. Working with retail partners including Wal-Mart, Costco, Kohl’s and eBay, Abrishamchian perfected his ability to execute high-functioning marketing teams in the consumer-packaged goods and

omnichannel retail industry. He credits a passion for developing and managing high-performing teams and elements of this work style to being a Knauss School of Business student.

“When I went to USD, every class had a team-based activity, which is how I learned to collaborate with others and integrate different points of view into working projects,” Abrishamchian says. “It was an inflection point for me a few years ago when I became a director at Mattel. We were talking about leading through change. I kept looking at the importance of collaboration and integration, realizing these two key factors are at the heart of all teams, in all organizations.”

A focus on innovating for good was front and center when Mattel and Abrishamchian’s team began an inclusive campaign with its iconic Barbie doll line. Abrishamchian’s team focused on the retail and brand marketing of Barbie, who is now available with multiple body types, skin tones, eye colors, hairstyles and visible physical disabilities such as a wheelchair, a prosthetic leg and behind-the-ear hearing aids.

Leading through change has continued to fuel Abrishamchian in his current role as the Head of North America Retail Marketing at Hewlett-Packard. Abrishamchian and his new team have made an impact early on in his role at HP, taking the lead on the creation of a project with renowned primatologist and environmentalist Jane Goodall and her namesake’s institute. “We partnered with Jane to promote HP’s mission that we aren’t just a technology company. It’s not all about money, it’s not all about sales.” The stated goal: to plant a tree — up to one million trees — with every HP product sold between April and June 2022.

Abrishamchian has returned to the USD campus multiple times as a guest speaker. He is happy to share with students and community members his expertise in retail and omnichannel marketing, excited to inspire the next generation of marketing changemakers.

Hewlett-Packard’s Head of North American Retail Marketing

A HOLISTIC EXPERIENCE TOWARD A REWARDING CAREER IN MARKETING

Knauss School of Business’ marketing students are provided with immediate access to resources that support and stimulate a holistic learning experience. Small class sizes guarantee access to top-notch faculty members who share research and professional experiences about ever-evolving marketing strategies, while invited guest speakers from local, national and global organizations provide rich insights on current marketing best practices.

The marketing department delivers a fully integrated and holistic educational opportunity. In the classroom, students are guided through real-world projectsdeveloping marketing plans, conducting market research and creating digital and branding campaigns for local small businesses and non-profit organizations. Students help build awareness and are challenged to use data to help companies build detailed customer profiles and answer pressing research questions. It’s experiential learning, and it enables students to graduate client-ready.

Complementing in-class discussions, marketing students can take advantage of a multitude of opportunities that

AND A LIFE WELL-LIVED

connect them to the outside marketing industry. Students are supported by a dedicated marketing career advisor who works in tandem with faculty, staff and students to bring incredible programming to campus. Skill development workshops, alumni and industry speaker events and a formalized mentorship program help students become polished professionals, enabling them to shine in job interviews. The annual Meet the Marketers networking and recruiting event provides an opportunity for students to share the skills learned in the classroom and engage with industry partnerso en leading to internship and job placements. Student clubs, such as the American Marketing Association student chapter, the Sales Club and the Student International Business Council, provide marketing students with leadership opportunities to help shape the marketing student experience and collaborate closely with external partners. Study abroad opportunities and company tours further enhance each student’s rich, holistic learning experience, providing a guided journey toward an enriching career and a life well-lived.

CORINNE HOARE ’05

USD Alumna and Lecturer, Knauss School of Business Marketing

nation. My days were filled with developing our messaging strategy with the U.S. Department of Treasury and the White House press office to communicate our legislative priorities in order to prevent an economic collapse. Communicating our strategic messaging to our targeted stakeholders was critically important.”

Hoare, who obtained a master’s degree in strategic communication at American University and therea er served as a full-time faculty member for eight years, returned to San Diego in 2020 and began teaching at USD.

“What I learned the most was that storytelling is critical,” says Hoare. “We are living in an unprecedented time. It’s never been more important to clearly communicate and tell your story. I’m fortunate to be able to incorporate all that I learned in the field as well as in academia in my classes at USD.”

Bringing in top industry talent to teach our students is one of the Knauss School of Business’ strategic priorities. Students who take Public Relations with adjunct professor Corinne Hoare have the opportunity to learn from a seasoned integrated communication professional who has worked at both the White House and on Capitol Hill.

One year a er graduating from the University of San Diego with a bachelor’s degree in communication studies, Hoare le her assignment editor position at a San Diego ABC-TV affiliate and headed to Washington D.C.

Hoare held a variety of roles on Capitol Hill and at the White House, including press secretary for a U.S. member of Congress, deputy press secretary for the U.S. Department of Agriculture, White House presidential advance representative and director of communication for the White House Office of Management and Budget (OMB).

“When I was leading communications for the Office of Management and Budget it was during the financial crisis in 2008, which was a real turbulent time for our

Hoare is thrilled to be teaching in the Knauss School of Business and is eager to teach and prepare her students for what’s ahead.

“Brands and businesses are learning new ways to reach consumers in the marketplace and storytelling is at the heart of that. Business leaders are turning to communicators and marketers as a primary resource to navigate an evolving business landscape resulting from the COVID-19 pandemic and continuing political and economic challenges.”

“THERE’S A REAL OPPORTUNITY FOR USD TO LEAD OUR STUDENTS TO BE INNOVATIVE AND EFFECTIVE LEADERS THROUGH THE ART OF STORYTELLING. THAT’S HOW I’M PREPARING MY STUDENTS.”

ERIKA

RODRIGUEZ

’15

Founder, Owner and CEO of Nadi Marketing

cyclone hit the island. The experience changed the trajectory of her life. “It was a near-death experience, a whole day of terror and the most powerful cyclone the area had ever experi enced.” she says. “For me, it was life changing. Seeing and surviving a natural disaster showed me that climate change is real. I knew I needed to do something.”

eco-conscious marketing and consulting business, calling it Nadi Marketing as a tribute to her life-changing experience. Today, she provides a range of marketing services, all geared to serve mission-driven companies, social impact organizations and ecopreneurs.

A er graduating in 2015 with a double bachelor’s degree in marketing and international business, Rodriguez sought employment with companies that matched her concern for the environment. That led to marketing roles with ZipCar and Ly .

But in 2020, during the COVID pandemic disaster, Rodriguez took a leap of faith and launched her own

Rodriguez strategizes content for websites, email and social media. She handles search engine optimization and creates custom digital and email marketing campaigns. She also helps ecopreneurs identify, build and foster key brand partnerships, while offering coaching programs to help them get a jumpstart on their marketing efforts.

Her client base includes The Mighty Bin, San Diego’s first zero-waste grocery store, Zero Waste San Diego, a 501(c) 3 non-profit that organizes the SD Fix-it Clinic events and You Belong Here in City Heights, a collaborative co-working and event space.

As a first-generation college graduate, Rodriguez knows firsthand the tremendous value that the Knauss School of Business education provides. Its vision of inspiring students to achieve innovation for good underscores her determination to help small businesses and entrepreneurs create a powerful impact on the planet.

“I ONLY WORK WITH CLIENTS WHO ARE ENVIRONMENTALLY OR SOCIALLY RESPONSIBLE. THEY HAVE PEOPLE AND PLANET IN MIND FIRST BEFORE FOCUSING ON PROFIT, WHICH ALIGNS WITH MY VALUES AND EDUCATION.”

INNOVATION THROUGH thought leadership

Professor Colin Campbell uses his well-trained eye on social media to see vastly more than the everyday posts — he sees the need for in-depth research and the importance of data in making strategic and effective marketing decisions. His published research within the social media domain has detailed findings on its evolution, the impact of influencers and the utilization of artificial intelligence. Beyond the social media realm, Campbell, along with international co-authors, dives deep into understanding the effectiveness of digital advertising techniques, with an additional award-winning article chronicling the pitfalls of small business marketing, termed microfailures.

Campbell’s interest and enthusiasm for research keeps students in his classes on the cutting edge of best practices in marketing. His persistent interest in innovation and how it affects marketing has established him as an expert voice for digital and social media marketing, online video advertising and influencers. He uses his research to impress upon students the need to continually seek new information and refine strategies. His courses place an emphasis on studying available data and learning how to interpret the analytics of marketing.

“THE NEXT 10 YEARS IS GOING TO BE ALL ABOUT DATA,” HE SAYS. “YOU CAN HAVE ALL THE DATA IN THE WORLD, BUT IF WE DON’T ASK THE RIGHT QUESTIONS, WE CAN RENDER THE DATA USELESS.”

Campbell wants his students to develop a curiosity about what questions to ask and how to understand the different ways to sort and analyze marketing data available to us.

Helping students understand the value of research encourages them to seek out new information and make data-based strategic decisions that reveal customer needs, wants and motivations. As a preeminent and recognized researcher, Colin Campbell provides invaluable instruction and inspiration to guide students along that path through his teach portfolio that includes classes like Social Media Marketing and Marketing Analytics.

Outside of the classroom, Campbell is the Editor-in-Chief at the Journal of Advertising Research and has published over 60 peer-reviewed research articles. He is recognized within the marketing discipline as one of the most influential advertising scholars.

COLIN CAMPBELL, PHD Associate Professor of Marketing