Meet Marketing Professor David Stewart

LMU’s College of Business Administration was fortunate to hire Dr. David Stewart in the summer of 2012 as its President’s Professor of Marketing. Stewart is widely considered one of the top marketing experts in the field and is regularly quoted in prominent media outlets such as USA Today, Bloomberg BusinessWeek and various Southern California newspapers.

In his first semester at LMU, Stewart taught “Advertising and Promotion Strategy” to MBA students. This spring, he introduced a new innovative course to the MBA program called “Competitive Marketing Strategy” in which students use an online competitive marketing simulation tool called Markstrat to function as managers and compete against each other. The course requires a lot of market research and results depend heavily on competitive dynamics.

Before joining LMU, Stewart held faculty and administrative roles at Vanderbilt University, USC and the University of California, Riverside. He finds students at LMU to be very socially aware, polite, hardworking and modest, and thoroughly enjoys interacting with them.

Stewart currently serves as editor of the Journal of Public Policy and Marketing and was previously editor of the Journal of Marketing and the Journal of the Academy of Marketing Science. He has authored or co-authored more than 225 publications and eight books. His research has examined a wide range of issues including marketing strategy, the analysis of markets, consumer information search and decision making, effectiveness of marketing communications, public policy issues related to marketing, and methodological approaches to the analysis of marketing data.

Recent advancements in technology and changes in consumer behavior have prompted the marketing industry to adapt to the needs of the 21st century consumer. According to Stewart, the top three marketing trends he’s seeing right now are: 1) social media use and how to measure its effects, 2) the analysis of “big data” – taking large sets of data and condensing it into something meaningful and 3) measuring the accountability of marketing spend.

Stewart believes that in order to be effective in today’s marketing world, professionals must get to know their customers and develop a respect and understanding of the world in which their customers live.

“It’s very important for marketing students to recognize that they’re not the typical consumers they will be serving,” said Stewart. “Rather than generalize from their own behavior, they must find ways to put themselves in situations to observe the activities of the consumers they serve.”

Stewart earned his B.A. in psychology from Northeast Louisiana University and his M.A. and Ph.D. in psychology from Baylor University. He and his wife, Lenora, enjoy traveling and are planning a trip to the Galapagos Islands and Machu Picchu this summer. In his spare time, Stewart also enjoys reading, history, live theater and other cultural experiences.

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