It‘s been another busy year at the Department of Marketing!

We are very pleased to report the creation of a new scholarship fund created through the

largest gift in the history of the department. Triple Demon Jim Jenness (BSC '69, MBA '71,

DHL '06) and his wife Sharon have agreed to fund the James and Sharon Jenness Endowed

Scholarship Award. This fund will create scholarships for undergraduate students majoring

in marketing and will provide significant assistance to students in need. Many thanks to Jim

and Sharon for their generosity!

The work of the department is enhanced by many volunteers, including the Marketing Advi-

sory Council. This group, led by President Don Scheibenreif (BSC ‘87), works to support a

variety of efforts, such as raising the visibility of the program, mentoring students and engag-

ing alumni. Council members are also involved in mentoring leaders of our student organi-

zations, Kellstadt Marketing Group and DePaul Marketing Association.

Faculty members have been busy as well. Dr. Steve Koernig received his second consecu-

tive Outstanding Article of the Year award from the Journal of Marketing Education and a

Quality of Instruction Council Excellence in Teaching award. Dr. Nina Diamond‘s and Dr.

Al Muniz‘s Journal of Retailing article was recognized as one of the top 50 articles of the

15,000 evaluated by the Emerald Management Review. Dr. Tim Smith, pricing expert and

adjunct professor, has just published Pricing Strategy: Setting Price Levels, Managing Price

Discounts and Establishing Price Structures, to be released in January. Other publications

are listed on the back page.

With respect to the curriculum, we have added a new MBA concentration in Strategic

Global Marketing to address the marketing challenges of a global economy. The Category

Management track is now in place with a list of partners that includes some of the country‘s

best known consumer packaged goods manufacturers and retailers.

Finally, I am pleased to announce the official launch of the Center for Data Mining and Pre-

dictive Analytics. The Center is a collaborative effort between the Department of Marketing

and the School of Computing and Digital Media and will serve as a home for innovative appli-

cations of data mining. As always, if you have questions, comments, or just want to connect

with us, please contact me at sfogel@depaul.edu.

Sue Fogel, Ph. D.

Chair

Fall 2010 Page 1 Volume 11 Issue 1

Marketing Matters

Table of Contents:

International

Trips

2

Two Profs Win

Prestigious Cita-

tion of Excel-

lence Award

3

Data Mining

Center

4-5

White Sox-

Interns Speak Up

6

CADM honors

professor with

Marketer of the

Year Award

7

Publications,

Awards, Presen-

tations

8

Socialize with us! 8

Upcoming Events

Marketing Matters Page 2 Volume 1I Issue I

Upcoming Study Tour #15 for Dr Roger Baran: Thailand and Hong Kong Dr. Baran will be leading his 15th DePaul International Study Tour from December 3-18th. This year‘s study tour to

Hong Kong and Thailand attracted over 40 applicants. The students will visit different businesses and organizations to

become acquainted with doing business in these parts of the world. Dr. Baran is an accomplished researcher and pre-

senter in Asia, and is often invited to present original research.

Below is a picture of his students from the last trip with Bobby Chan, who created the fast-fashion company Moiselle.

This was only one of many

executives that the students

met, making this an experience

rich in both professional and

cultural activities.

Dr. Roger Baran with fashion company creator

Bobby Chan and students from the 2009 Hong

Kong Thailand trip.

Vienna, Austria- Department of Marketing Professor Petr Chadraba will be acting as a joint

chair for the 18th Annual Conference on Marketing and Business Practices for Central and

Eastern Europe with Professor Reiner Springer of Vienna University of Economics and Busi-

ness.

In 1992 Professors Chadraba and Springer launched the conference as a platform for Central

and Eastern European academics to network with their western colleagues and to present

new ideas and research. Today the conference attracts scholars interested in business re-

search dealing with the topic of economies in transition from around the world. Over the last

18 years it has attracted participants from over 200 institutions from 40 countries.

For more information contact Petr Chadraba at pchadrab@depaul.edu

Marketing Professor to Co-sponsor 18th Annual Vienna Conference

Marketing Matters Page 3 Volume 1I, Issue 1

Category Management Track with the Sales Leadership Program

Are you interested in a career in marketing or sales with a major consumer package goods company?

Would you like to work for one of the following companies: Wrigley, Anheuser Busch, Alberto Culver, Del Monte Foods, Hor-

mel Foods or Red Bull? Have you heard of Category Management? If not, you should be aware that thousands of rewarding jobs

in category management are available in the consumer packaged goods and food industries each year (see www.cpgcatnet.org for

industry information). Pay for category analysts and consumer packaged goods sales positions averages $10,000 more per year

than other sales jobs offered to undergraduate students. Initial positions in category management often lead to important oppor-

tunities in marketing or sales.

DePaul currently has a 3-course Category Management Track within the Center for Sales Leadership.

Students who take all 3 courses and earn a B or better are certified as Level 2 Category Analysts.

The courses are:

-Science of Retailing, taught by Jackie Kuehl on Wednesday afternoons

-Principles of Category Management, taught by Laura Lee Larson, Ed.D. on Monday nights

-Cases in Category Management, taught by Laura Lee Larson, Ed.D. on Monday afternoons

Interested in learning more?

Please contact Sarah Laggos at slaggos@depaul.edu or stop by the Marketing Department (DPC 7500).

Nina Diamond and Al Muniz Awarded Prestigious Citation of Excellence from

Emerald Management Review

Marketing professors Nina Diamond and Al Muniz ‗s article ―Why are Themed Brandstores so Powerful? Retail Brand Ideology

at American Girl Place‖, published in the Journal of Retailing, has been selected as one of the top fifty articles of 2009 in

Emerald Management Reviews for 2009.

Emerald Management Reviews features the world‘s top 400 management publications and is the only service of its kind to in-

clude independent reviews of articles written by subject experts. Each year 15,000 papers are assessed but only 50 are singled

out by the independent review team for a special Citation Of Excellence Award.

Each of the independent reviewers in the Emerald Management Reviews team has a portfolio of journals carefully matched to

his or her area of expertise. Articles from the publications on the coverage list are reviewed and compared by the reviewers

for a whole calendar year.

The paper citation:

Borghini, Stefania, Nina Diamond, Robert V. Kozinets, Mary Ann McGrath, Albert M. Muniz Jr. & John F. Sherry Jr.

―Why Are Themed Brandstores So Powerful? Retail Brand Ideology at American Girl Place‖, Journal of Retailing

Volume 3, Issue 85 (2009)

Upcoming Events

Page 4 Volume II Issue I Marketing Matters

Businesses are awash in data, from scanner data from retail

stores and online transactions to customer service records.

A group of faculty members from the Department of Market-

ing and the School of Computing and Digital Media with a

common interest in understanding these large data sets decided to collaborate for research and teaching. They have

established the Center for Data Mining and Predictive Analytics to promote innovative applications in the field of data

mining and to help businesses with their data challenges. The Center is expected to increase the external visibility of

data mining research at DePaul and to attract industry partners. IBM is the Center‘s first industry partner.

The close interaction with industry will serve multiple purposes:

-Provide guidance on the development of state-of-the-art data mining programs.

-Offer better and expanded opportunities for hands-on experience to students.

-Provide matching services of students' skills and background with companies' profiles and data mining hiring needs.

The center recently hosted its First Annual Data Mining Sympo-

sium on Friday October 22, 2010. This half day event introduced

the new DePaul Center for Data Mining and Predictive Analytics

to the Chicago analytics community. It also served as the launch-

ing pad for the new Masters of Science in Predictive Analytics pro-

gram offered by the center. The Center will focus on innovative

applications of data analysis/machine learning across all industries,

as well as prepare students for data mining careers in many areas

including business intelligence, healthcare, education, transporta-

tion, and government agencies.

Center for Data Mining & Predictive Analytics Launched

DePaul‘s Center for Data Mining & Predictive Analytics featured

presentations by leading industry experts and scholars.

Above, Dr. Jie Cheng of Acxiom, Mr. Rayid Ghani of Accenture,

and Dr. Philip Yu of UIC discuss their work.

Right, Dr. Sue Fogel of the Department of Marketing wraps up the

symposium.

Graduates of the MS in Predictive Analytics program will obtain a variety of skills required for a career in predictive analytics, in-

cluding the ability to analyze large datasets and to develop modeling solutions to support decision making, a good understanding of

the fundamental principles of marketing and customer relationship management, and communication skills to present results effec-

tively to a non-technical business audience. The program is the first to combine rigorous analytics training with business courses.

For More Info: http://dampa.cdm.depaul.edu/

New M.S. in Predictive Analytics Offered at DePaul

In Conjunction with the New Center for Data Mining & Predictive Analytics

Page 5 Volume II, Issue I Marketing Matters

What Other People are Saying:

Predictive Analytics at DePaul University

By Steve Miller

Over the last 20 years, DePaul University in Chicago has developed a well-deserved reputation for both its degree-

granting and continuing education business and technology programs. While Northwestern and the University of Chi-

cago compete on the world academic stage, DePaul has built a critical niche educating Chicagoland's residents at the

confluence of academics and practical applications. DePaul's Kellstadt Graduate School of Business part-time MBA

program for working professionals is annually awarded a top ten ranking. The school's entrepreneurship programs are similarly acknowledged. And DePaul's College of Computing and Digital Media has a national reputation – and world

class facilities. …Like many universities, DePaul doesn't support a Statistics department, instead offering data analysis

and stats courses in a number of areas, most notably mathematics, economics, business and computer science. The

M.S. in Predictive Analytics appears to be a collaboration of business and computer science. In fact the PA head is

Chair of the Department of Marketing, while the three other dedicated faculty are from the School of Computing.

This marketing and CS orientation assures an applied focus to the education…….

I'm pretty excited about the CPADM and the new M.S. program. My first reaction was one of pause, though, questioning

whether the curricula would be rigorous enough mathematically. I then came to my senses, taking off the traditional statistics

blinders and remembering the words of three accomplished statisticians/data analysts:

Patrick Burns – ―Statistics is what stuffy professors do, I just look at my data and try to figure out what it means.‖

Leo Breiman – ―If our goal as a field is to use data to solve problems, then we need to move away from exclusive dependence

on data models [formal statistical methods] and adopt a more diverse set of tools.‖

Brad Efron – ―The competition between machine learning and statistics can progress predictive science.‖

Kudos to DePaul for again assuming a leadership role combining rigorous academics with a practical business focus. Expect to

see this practical-academic compromise become ever more prominent, even among the most traditional elite schools, much to

the benefit of both students and business. Now if we could only change CPADM's predictive analytics tool of choice from SPSS

to R!

Steve Miller blogs about analytics and business intelligence at:

http://www.information-management.com/blogs/analytics_business_intelligence_bi-10018132-1.html

(Used with permission from Steve Miller)

Alumni Peter Diamond, Rose Nichols and Matt Kowal shared

their insights with students and fellow alums who attended

"From the Classroom to the Boardroom: Marketing and Ca-

reer Conversations with Successful Alumni" sponsored by the

Kellstadt Marketing Group. Dr. Joel Whalen served as mod-

erator.

Author Brian Reich challenged students to think

of new approaches to not-for-profit and cause

marketing at the Kellstadt Marketing Group‘s

November event ―Thinking Outside the Dona-

tion Box: Cause Marketing in a Connected

Society

Student Pro-

file: IME Stu-

dent Nicole

Phillip 1.Graduation Date:

November 2009

2.Hometown: Naper-

ville, IL

3.Major: Honors Inte-

grated Marketing Educa-

tion (IME) Concentra-

tion: Sales Leadership

Program (SLP)

Favorite Class at

DePaul?

•Within IME: Man-

agement of Market-

ing Course

This course is taught by

both Dr. Hamer and Dr.

Iqbal. The material is

intensive but has been

an exceptional asset to

my marketing education.

This course has a dual

structure split by mar-

keting decision con-

cepts, paired with sev-

eral innovative tools

which aid in developing

marketing decisions.

DePaul is the sole uni-

versity that educates

students with this type

of content at the under-

graduate level. Through-

out this class we apply

marketing research

tools, including percep-

tual and conjoint studies,

to a client project with

(Newell-Rubbermaid‘s,

Sanford Groups‘) Uni-

Ball. From conducting

these studies, we are

able to make formal rec-

ommendations to our

Page 6 Volume 1 Issue III Marketing Matters Page 6 Volume II Issue I Marketing Matters

Name: Reyna Hoerdeman

Graduation Date: Alumni ‗10

Internship Position/Company: Seasonal Sales Staff for the Chicago White Sox How did you find your internship? I applied for the Sales Leadership class through professor

Rocco last fall. I had senior status, higher than a 3.0 GPA for my major, and had taken all the pre-requisites in the Sales Leadership Concentration. The class partnered with the Chicago White

Sox, and one person had the opportunity to receive an internship with them this year.

What has been the most rewarding aspect of your internship? NETWORKING!! I

know most people would say meeting the players, yet networking was the most rewarding for me. The front office of the White Sox is full of so many smart and interesting intellectuals (including Jerry and Kenny). The best part of the White Sox; everyone is on a first name

basis. Also, they have an open door policy; therefore you can stop by and talk to Brooks Boyer (VP/ CMO) or say hello to Rick Hahn (VP and AGM). If you thirst for the knowl-

edge or just want small talk, everyone is more than accommodating!

Will this internship help you achieve your career goals, if so, how? Definitely! Anything you do in life is what you make of it. Whether a job in the White Sox was my main goal or not; sales experience will help you in ANYTHING you do! I may sound

like a broken record, yet you sell yourself everyday. Making hundreds of calls per day, to people that have purchased tickets to maybe only 1 game, that live in Arizona may seem like a waste. One aspect of sales that rang completely true: you never know

unless you try!!!

What is your advice to potential interns seeking a position in your company? If you want an internship in sports, you

need to get out there and meet people. Go to a few games of the team you want to work for, and talk to EVERYONE! Find out what people do, what they have to say about the organization, how they got their position, etc. Eventually you will talk to the right

person who will either get you an interview, or let HR know you are a worthy candidate. GOOD LUCK!!!

Reyna & Chris on What it’s Like to Work for the White Sox!

“Whether a

job in the

White Sox

was my

main goal

or not; sales

experience

will help

you in ANY-

THING you

do! “- Reyna

Hoerdeman Chi-

cago White Sox

Intern

Reyna Hoerdeman

Name: Chris Barbee

Graduation Date: Winter 2009

Internship Position/Company: Seasonal Sales Representative, Chicago White Sox

How did you find your internship? Professor Richard Rocco‘s ―Selling Sports Marketing‖ class offered the opportunity to work

with the Chicago White Sox‘s Sales and Marketing Department in an effort to extend exclusive holiday promotions to White Sox fans. We were trained in the selling processes and culture of the White Sox organization, as well as in-depth course work regard-ing sales and marketing techniques. The dynamic of the class offered unique exposure to the management and recruitment staff of

the White Sox Ticket Sales department, allowing one or more students from the class the opportunity of being hired for a full-time paid internship within the Sales department. Due to my performance during the class and interest in the position, the White Sox honored me by extending an offer of employment for the 2010 season.

What has been the most rewarding aspect of your internship? As a Seasonal Sales Representative I‘m responsible for pros-pecting, maintaining, and servicing Season Ticket Holder Accounts, Group Accounts, Suite and Premier Seating Accounts. Beyond 9

-5 office hours, the internship allows for involvement in day-of-game and special event duties including the overseeing of on-field parades, client tours, a weekend stay at The Palmer House hotel for Sox Fest, and various other unique opportunities. The most rewarding aspect of the internship, however, has been learning the collegial and cultural atmosphere of a world-class organiza-

tion. Once a month the interns take part in a lunch-in with executives in which a top member of the organization - whether it‘s Chairman of the Board Jerry Reinsdorf or VP of Marketing Brooks Boyer -will meet and engage with the interns on a variety of topics. Intriguing perspectives and take-aways are passed along regularly, allowing us to gain much more than a typical internship

may provide. Will this internship help you achieve your career goals, if so, how? The internship with the White Sox will surely help to achieve my future goals in marketing and sales by providing impressive

sales experience, outstanding references, and the confidence to reach for the highest levels of suc-cess. It is an excellent foundation and first step in helping launch my career path in the right direction.

What is your advice to potential interns seeking a position in your company? Taking Profes-sor Rocco‘s ―Selling Sports‖ class gave me a huge step up against the competition, which is fierce, and allowed exposure to the White Sox organization that no other opportunity could provide. Being a fan

of baseball may help, but it comes down to how hard one works towards his or her goals and the pas-

sion & enthusiasm maintained during the process, regardless of the obstacles along the way.

Chris Barbee Poses at US Cellular Field, where he interns with the Chicago

White Sox

Page 7 Volume 1 Issue III Marketing Matters Page 7 Volume II Issue I Marketing Matters

Dr. Steve Kelly hosts the annual Case Writer‘s Workshop in

conjunction with CADMEF (Chicago Association for Direct

Marketers Education Foundation) at the DMEF Direct/

Interactive Marketing Research Summit every year. At this

annual event, companies seeking to inspire case-writing au-

thors — and 2010's winning case writers — present their cases and discuss their case writing experience to encourage

attendees‘ participation. This year, leading practitioners presented real-world "case

situations" for aspiring case writers for the 2010-2011 writing

year. These outstanding cases, complete with information

such as company background and specific challenges that led

to campaigns included: -Erika Kerekes, Senior Manager, Product Strategy, Busi-

ness.com, -Lorie Loe, President, and Sherrie Perkovich, Vice President,

Account Services, Eccolo Media

-Richard Grogan-Crane, CEO, XTRM

-Vada Dean, CEO, Warpshare

-Jenna Jantsch, Consultant, Ant‘s Eye View presents Intuit

This year‘s winning case authors presented their original research and were awarded with 1st, 2nd

and 3rd place prizes. The cases were: -3rd- American Cancer Society - presented by Frank Bryant, California State Polytechnic University,

Pomona; RayeCarol Cavender, Virginia Polytechnic Institute and State University

-3rd-Domino's - presented by Matthew Sauber, David Marold, Eastern Michigan University

-2nd-ING DIRECT Café - presented by Blodwen Tarter, Golden Gate University -1st- Kiln Creek - presented by Lisa D. Spiller, Christopher Newport University;

Carol Scovotti, University of Wisconsin-Whitewater

If you are interested in writing a case, or being a case judge for the 2010-2011

year, please contact Steve Kelly at skelly@depaul.edu or 312.362.8130.

In addition to successfully running the Case Writer‘s Workshop, Dr. Kelly was

also chosen to receive the CADM Charles S. Downs Award for "Chicago Direct Marketer of the Year‖ for 2010. He

was given the award at CADM's Spotlight Awards Gala at theWit Hotel on May 2,

2010.

For more information about the Chicago Association for Direct Marketers visit

their website at http://www.cadm.org

Dr. Steve Kelly and CADMEF host annual Case Writer’s Workshop at the

DMEF Direct/Interactive Marketing Research Summit in San Francisco

Dr Steve Kelly stands with winning case writers Lisa Spiller and Carol

Scovotti along with Susan Jones who helps coordinate the annual

Case Writer‘s Workshop

Dr. Steve Kelly receives CADM‘s Charles S

Downs award for Chicago Direct Marketer of the

Year from Scott Reeves, a Past President of

Marketing Matters Editor: Kate Stevenson

Ideas for the newsletter? Email : ksteven6@depaul.edu

Phone: (312) 362-8788 Fax: (312) 362-5647

E-mail: market@depaul.edu

MARKETING

DEPARTMENT

Recent Faculty Accomplishments

Publications

Wojciech Cwalina, Andrzej Falkowski, Bruce I. Newman ―Towards the development of a cross-cultural model of voter behavior:

Comparative analysis of Poland and the US,‖ European Journal of Marketing, (2010) Vol.44, Nos. 3/4 (pp. 351 - 368). Joseph Ben-Ur and Bruce I. Newman, ―A marketing poll: an innovative approach to prediction, explanation and strat-

egy,‖ European Journal of Marketing, (2010) Vol.44, Nos. 3/4 (pp. 515 – 538).

Petr G. Chadraba & Robert D. O'Keefe " Human Resources: Interculturation As An Asset In The Global Marketplace" Accepted

for publication in the Journal of International Business and Cultural Studies

Robert D. O'Keefe and Lawrence O. Hamer "Mathematics and Statistics In The Graduate Business Curriculum" Proceedings of the

International Conferences Academic Business World-Learning and Administration. Nashville TN May 31 to June 1, 2010.

Dr. Baran has a book in print by Cengage that will be published in December. Entitled Marketing Management: MBA Primer. It is

an electronic text with 25 learning-link videos selected from the British Broadcasting Corporation Library.

Dr. Baran had an article published in the Journal of the Asian Forum of Business Education Volume 3 No. 1 June 2010 entitled

―Cultural Role Expectations, Husband-Wife Resources and Competence: Their Effect on Decision-Making Influence in Black and

White Families in the USA‖ pp. 128-144.

Dr. Baran‘s paper ―CRM and the Asian Company Experience‖ has been accepted for publication in the next issue of the Journal of

the AFBE.

Presentations, Awards, and Special Recognitions

Hank Rodkin has become an active member of the Attorney Registration and Disciplinary Commission of the Illinois Supreme

Court where he is a panelist adjudicating cases filed against Illinois lawyers; he was also recently selected for the Grinnell College

Alumni Council.

Dr. Baran made the Keynote Address at the 14th Asian Forum of Business Education International Conference in Bogor, Indonesia.

His presentation was entitled ―Who has the Power? A Study of Decision-Making Influence in American Families.‖

Lawrence O. Hamer presented the above mentioned paper ―Mathematics and Statistics in the Graduate Business Curriculum.‖ at

the conference and was honored with an "Excellence in Presentation Award". The paper is in review for publication in the Journal

of Learning in Higher Education.

Bruce Newman gave an invited lecture at the headquarters of Japan Broadcasting Corporation, Media Research & Studies Division,

Broadcasting Culture Research Institute on August 4th in Tokyo, Japan. The subject of the lecture was: Political Marketing and the

2008 U.S. Presidential Election. The lecture emphasized in the role of government in shaping information to citizens, and the role

of public opinion in political marketing theory and strategy. It was attended by around 30 people, including members of the think

tank at the Institute, as well as faculty from several universities in and around Tokyo.

Professors Nina Diamond and Al Muniz were awarded the Citation of Excellence from Emerald Management Review for the

Journal Article: Borghini, Stefania, Nina Diamond, Robert V. Kozinets, Mary Ann McGrathd, Albert M. Muniz Jr., John F. Sherry Jr. ―Why Are Themed Brandstores So Powerful? Retail Brand Ideology at American Girl Place‖,

Journal of Retailing Volume 3, Issue 85 (2009)

Dr. Steve Kelly and Professor Regine VanHeems of the Sorbonne University presented at the Annual Academy of Marketing

hosted by Coventry University July 8th, 2010. The paper presented was ―Retail Salespeople in a Multi-channel Company: the

Website‘s Effect on the Salesperson‘s Environment and Interactions with Customers‖ VANHEEMS Régine, J. Steven Kelly and

Kathleen Stevenson. The paper was translated from French to English by Kate Stevenson of the Marketing Department.

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This Issue In Memory of Professor Michael Murray

Page 8 Volume 1 Issue III Marketing Matters