Building Strategists as They Enter the Marketing World
with Dr. Eric Van Steenburg, Associate Professor of Marketing
Audio Only
Episode Description
Shape the future of marketing with strategic thinking! This episode is packed with real-world case studies and expert insights into developing sustainable, effective marketing plans. Learn how to turn challenges into opportunities, measure campaign success with precision, and foster a strategic mindset. Whether you’re a beginner or a seasoned marketer, discover practical tips for making your brand stand out and creating lasting impact.
Listen & Learn
- Insight into guiding teams in strategic thinking.
- How case study projects involving sponsors like Amazon, eBay, and The Wall Street Journal help students develop real-world marketing skills.
- Challenges students face when creating marketing plans and using those challenges to help them grow strategically.
- The importance of primary and national surveys in the student projects, and how do these methods enhance the quality of their marketing plans.
- The importance of strategic thinking over tactical thinking.
- The key metrics that should be used to measure the effectiveness of a marketing communications campaign.
- Why is it important to measure before, during, and after the campaign.
Guest Bio
Dr. Eric Van Steenburg is an associate professor of Marketing at the Jake Jabs College of Business & Entrepreneurship at Montana State. Van Steenburg’s primary teaching area is integrated marketing communications. In addition, in his career he has taught branding, digital marketing, nonprofit marketing, consumer behavior, and marketing research.
After joining Montana State in 2015, Van Steenburg started the student chapter of the American Marketing Association, which has been named a Top 10 chapter out of more than 300 student chapters worldwide each of the past five years. Through AMA, the students have competed in the International Case Competition through a course that Van Steenburg created, and have made the finals five of the six years they’ve entered, including winning in 2023. Under his guidance as faculty advisor, his students have also won competitions in Sales, Marketing Strategy and Undergraduate Research, have won numerous scholarships, and a student was named National Marketing Student of the Year.
His research on cause marketing – the application of marketing in nonprofit, political, or social endeavors – has been published in the Journal of Public Policy & Marketing, European Journal of Marketing, Journal of Consumer Affairs, International Journal of Advertising, Journal of Political Marketing, and the Journal of Current Issues and Research in Advertising. He has bachelor’s degrees from the University of Texas, an M.A. from UT-Dallas, and a Ph.D. in marketing from the University of North Texas.
Before embarking on a career in academia, Van Steenburg spent 20 years in corporate, agency, and nonprofit environments leading strategic planning and marketing communications to support business objectives and brands.
Share:
Crush Your Marketing Strategy with Just a Few Minutes a Week!
Receive a weekly marketing podcast episode, clips, resources, and more to help you master your marketing strategy.*
* By submitting this form, I agree to the Terms of Use and Privacy Policy, including the transfer of data to the United States. You’re free to unsubscribe at any time.
