Retired Faculty & Staff

MaryEllen Campbell

Professor Emerita / Adjunct

Contact

Office
GBB 390
Phone
243-4805
Email
maryellen.campbell@business.umt.edu

Personal Summary

Mary Ellen Campbell, Professor Emerita, Marketing, has taught courses in integrated marketing communications, management, communications, nonprofit marketing and branding. She has received several teaching awards at UM including the Most Inspirational Teacher for the University of Montana, the John Ruffatto Award, the Tom and Ann Boone Award, the Greek Faculty Achievement Award, the UM Distinguished Teacher Award. Within the School of Business, Professor Campbell has received several outstanding marketing faculty awards.

Professor Campbell currently serves as a management consultant for businesses and government agencies throughout the United States. She has published numerous articles on marketing communications in major national journals and is the recipient of four distinguished research awards. Professor Campbell is often a featured keynote speaker for national organizations.

View Mary Ellen's Vita

Publications

Research Honors and Awards (1995-Present)

Received two Distinguished Research Awards from Allied Academies, 2001, 2002; received the “Top Paper in Track Award” from Association of Marketing Theory and Practice, 2002; received the George A. Brakeley Award for the Outstanding Scholarly Article in the field of healthcare philanthropy, 1995.  The article, entitled “Attracting and Keeping Volunteer Qualifications System,” was published in the Association for Healthcare Philanthropy Journal,(pp.13-20), 1994 and has been used by hospitals throughout the U.S.

Research Publications

Campbell, MaryEllen
“Using Modified Product Positioning Strategies as the Basis for Creating a Personal Brand”
Proceedings of the Association of Marketing Theory and Practice Meetings, Spring 2008.

Campbell, MaryEllen
“Adjusting Communication Strategies to the Audience:  An Experiential Role-Playing Exercise for MBA Students”
Proceedings of the 8th Association for Business Communication European Convention, Oslo, Norway, June 2006.

Campbell, MaryEllen and Michael Harrington
“Jambalaya Magic: An Affinity Marketing Strategy for Higher Educations”
Proceedings of The Academy of Governmental and Not for Profit Issues, Allied Academy meetings, Las Vegas, NV, October 2005.

Campbell, MaryEllen
“The Importance of Personal Branding in Securing Employment with US Corporations”
Association for Business Communications, Internation Meetings, Copenhagen, Denmark, May 2005.

Campbell, MaryEllen and Daphne Braun
"Equine Living Wills"
Equus Issue 346, December 2004, pp. 55-59

Campbell, Mary Ellen and Dennis J. O’Donnell, (Published Abstract)
“Choice and Commitment: Communication Strategies for Influencing Gen X and Y Students”
The Association for Business Communication European Convention, the Catholic University of Milan, Milan, Italy, May 2004.

Bruneau, Carol and MaryEllen Campbell
"Insights into Teaching Generations X and Y Business Students"
Academy of Educational Leadership Journal, Fall 2003.

Campbell, MaryEllen and Carol Bruneau
"Strategies for Communicating Effectively with Gen X and Gen Y Students:  Application of the "You" Attitude"
Proceedings of the International Meetings of the Association For Business Communication, Lugano, Switzerland, May 2003.

Campbell, MaryEllen and Marcus Kosena
"Strategic Partnering: The Importance of Marketing - HR Teamwork for Effective Internal Branding in Mergers and Acquisitions"
Proceedings of the Association for Marketing Theory and Practice Meetings, Hilton Head, South Carolina, Spring 2003, Vol. 12, pp.7-11.

Bruneau, Carol and MaryEllen Campbell
"Reaching Today's Business Students: Teaching Style Preferences of Generations X and Y"
Proceedings of the Association for Marketing Theory and Practice Meetings, Hilton Head, South Carolina, Spring 2003, Vol. 12, pp. 5-7.

MaryEllen Campbell and Carol Bruneau
"Breaking with Tradition: Motivating Generations X and Y Business Students"
Academy of Educational Leadership Journal, Vol. 6, No. 3, Fall 2002, pp 11-20.

Bruneau, Carol L. and MaryEllen Campbell
"Breaking with Tradition: Motivating Generations X and Y Business Students"
Proceedings for the Allied Academies Summer Internet Conference, July 2002.
*This paper received a distinguished research award for the conference.

MaryEllen Campbell and Carol Bruneau
"Using Focus Groups as a Cost Effective Way for a Healthcare Philanthropy to Develop Stakeholder Relationships"
Journal of Healthcare Philanthropy, Spring 2002.

"Establishing a Global Presence"
Proceedings of the Association of Marketing Theory and Practice, Savannah, GA, V.11, Section 6.1, pp 1-5, Spring 2002.
*This paper received an award for best paper in track.

MaryEllen Campbell and Carol Bruneau
"Developing Stakeholder Relationships with Focus Groups"
The Association for Healthcare Philanthropy Journal, Spring 2002, pp 16-21.

Bruneau, Carol L. and MaryEllen Campbell
"Expanding the Use of Focus Groups in the Nonprofit Sector"
Proceedings for the Allied Academies Summer Internet Conference, Summer 2001.
*This paper received a distinguished research award.

Bruneau, Carol L. and MaryEllen Campbell
"Expanding the Use of Focus Groups in the Nonprofit Sector"
Academy of Marketing Studies Journal, 5(2): 59-67, Summer 2001.

"Using a Marketing approach to Select Board Members for Philanthropic Organizations"
Proceedings of the Association of Marketing Theory and Practice, Jekyll Island, GA, March 29-31, 2001 pp 64-69.

"Using a Marketing Approach to Select Volunteer Board and Committee members for Philanthropic Organizations"
Proceedings of the Association of Marketing Theory and Practice, March 2001.

MaryEllen Campbell and Carol Bruneau
"The Importance of Using Focus Group Research in Developing Strategic Relationships in Not-for-Profit Organizations"
Proceedings of the Association of Marketing Theory and Practice, March 2001.

MaryEllen Campbell and Carol Bruneau
"Using Focus Group Research Responsibly: The Battle Between Theory and Practice"
Proceedings of the Association of Marketing Theory and Practice, April 2000.

"Acquiring Competitive Advantage for Products and Services Using the Concept of Continuity," 
Western Regional Association for Business Communication. Tucson, Arizona; April 22-24, 1999.

MaryEllen Campbell and Fengru Li
"Continuity and Dissonance in Cross-Cultural Branding -  A Socio-linguistic Perspective"
Proceedings, Association for Global Business National Conference, November 1999. (Abstract)

"The Importance of Continuity in Building Brand Equity"
Referreed Proceedings, Association of Theory Marketing and Practice Atlantic City, Florida, April 15-17, 1999.

MaryEllen Campbell and Carol Bruneau
"Establishing Checks and Balances: The Role of Academic Marketers in the Corporate Identity Process," 
Referreed Proceedings, Association of Marketing Theory and Practice March 26-28, 1998: Charleston; South Carolina.

MaryEllen Campbell and Carol Bruneau
"Using Focus Groups as a Corporate Reality Check," 
Referreed Proceedings, American Society of Business and Behavioral Science Proceedings 1998; Las Vegas, Nevada.

MaryEllen Campbell and Carol Bruneau
"A Case of Mistaken Identity: Applying Qualitative Research Methods to Assess a Utility Company's Proposed Change in Corporate Identity," 
Referreed, Journal Academy of Marketing Studies Journal: Volume 2; November 1, 1998.

MaryEllen Campbell and Carol Bruneau
"Assessing a Utility Company’s Proposed Change in Identity,"
Referreed Proceedings, Allied Academia Proceedings, Volume 1 October 1997; Maui Hawaii

"Brand Equity: The Key to Fundraising Success," 
Association for Healthcare Philanthropy  News, February 1996.

"Attracting and Keeping Volunteers: Implementing a Volunteer Qualifications System"
Association for Healthcare Philanthropy Journal. (pp.13-20), Spring 1995.
*Note: This paper won the George A. Brakely, Jr. Award for the outstanding journal article of 1994-1995 in the field of healthcare philanthropy

"Riding the Waves of Culture" 
Book review Journal of Global Business; Volume 5, Number 2, pp. 80-82 Fall 1994.

"Continuing Influence of Minerva"
Association for Healthcare Philanthrophy Journal, Spring, 1993

MaryEllen Campbell
Handbook for Effective Customer Communications
Published by Cal Fed Bank, 1988, Los Angeles, California

MaryEllen Campbell
"Consulting and Academics: The Awful Things Consultants Must Deal With"
Association for Business Communications Bulletin; Volume XLVIII, #3 Summer 1985

MaryEllen Campbell and Robert W. Hollman
"Improving Communications Through the Communications Audit"
Business Horizons; Volume 23, #5, September, October 1985.
*Note: This article was the foundation for the California Federal Savings and Loan major integrated customer communications project.

Robert Hollman and MaryEllen Campbell
"Communication Strategies for Improving HRM Effectiveness"
Personal Administrator; Volume 29, #7 July 1984
*Note: Response to the paper was excellent.

MaryEllen Campbell
"The Business Communications Audit: Evaluating and Improving Business Communications"
Montana Business Quarterly, Vol. 20, No. 3 Autumn 1982

MaryEllen Campbell
"Consulting and Readability: The Key to Motivating Clients"
The Journal of Business Communications, Vol. 18, No. 4 Fall 1981

MaryEllen Campbell
"The University of Montana-Mountain Bell Exchange Program"
Montana Business Quarterly, Vol. 15, No. 3, Summer 1977

MaryEllen Campbell
"Management and the Sexes"
Bell Telephone Magazine, Vol. 56, No. 5 Autumn 1977

SCHOLARLY PRESENTATIONS

“Using Modified Product Positioning Strategies as the Basis for Creating a Personal Brand," AMTP Meetings, Savannah, Georgia, Spring 2008.

“Helping Students Transform Themselves from Being Parity Products to Individuals in Demand," Association for Business Communication, Washington, D.C., Fall 2007.

“Adjusting Communication Strategies to the Audience: An Experiential Role-Playing Exercise for MBA Students,” at the 8th Association for Business Communication European Convention, Oslo, Norway, June 2006.
Bibliography

“Jambalaya Magic: An Affinity Marketing Strategy for Higher Education,” co-authored and presented by Michael Harrington at the Academy of Governmental and Not for Profit Issues, Las Vegas, NV October, 2005.

“The Importance of Personal Branding in Securing Employment with US Corporations” at the Association for Business Communications European Conference, May 26-28, 2005 in Copenhagen, Denmark.

“Personal Branding: Business Communication Strategies for Business Students” at the Association for Business Communications 69th Annual Convention, Cambridge, Massachusetts.  “Personal Branding” Association for Business Communications International Meetings, Cambridge, MA, Nov. 2004

“Choice and Commitment: Communication Strategies for Influencing Gen X and Gen Y Students,” with Dennis O’Donnell.  The Association for Business Communication European Convention, Milan, Italy, May 20-22, 2004

"The Importance of Personal Branding: Strategies for Helping Students Secure Employment" ABC International Conference, October 21-25, 2003.  Albuquerque, New Mexico.

"Strategies for Communicating Effectively with Generations X and Y" The 5th ABC European Convention, May 28-31, 2003.  University of Lugano, Switzerland.  Questionnaire

"Strategies for Communicating Effectively with Gen X and Gen Y Students and Employers"  International meetings of the Association of Business Communications, Lugano, Switzerland, May 2003.

"Strategic Partnering: The Importance of Marketing - HR Teamwork for Effective Internal Branding in Mergers and Acquisitions"  Association of Marketing Theory and Practice, Hilton Head, South Carolina, March 2003.  Co -Authored with Marcus Kosena.

"Reaching Today's Business Students: Teaching Style Preferences of Generations X and Y."  Association of Marketing Theory and Practice, Hilton Head, South Carolina, March 2003. Co-Authored with Carol Bruneau.

"Communicating Effectively with Generations X and Y, Bucking the Trend," ABC, Association for Business Communications, Cincinnati, OH, October 2002.

"The Strategic use of E-mail," Association of Marketing Theory and Practice, Savannah, GA, Spring 2002.

"Successful E-mail Strategies: Overcoming the Delete Factor," Association for Business Communication (ABC), San Diego, CA, November 7-10, 2001. Co-Authored with Birgit Weischesel.

"Creating an Identity fro your Enforcement Organization with Gen X and Gen Y," West Yellowstone, MT, September, 2001.

"Using a Marketing Approach to Select Board Members for Philanthropic Organizations," Association of Marketing Theory and Practice Meetings, Jekyll Island, GA, March 28-31, 2001.

"The Advantages and Drawbacks of Permission Based Email as an International Customer Communications Tool," U.S./Canada Regional Meetings of the Association of Business Communities with Birgit Weischedel, Vancouver, BC, April 19-22, 2001.

"Using Email as a Small Business Communications Tool," Association for Business Communications International Meetings, San Diego, CA, November 2001.

"Creating a Department Identity," 4-hour presentation to The University of Montana staff, April 2000.

"Empowering Students and Yourself by Helping Students Communicate an Identity," Association of Business Communication, International Meetings, Los Angeles, CA, November 1999.

"Using Affinity Gift Clubs to Attract Donors," Association for Healthcare Philanthropy Round Table meetings, San Diego, CA, October 1999.

 "The Importance of Continuity in Building Brand Equity," Association for Marketing Theory and Practice National Meetings, April 15-17, 1999, Atlantic City, Florida.

"Building Brand Value for Chinese Products in US Markets Using the Concepts of Continuity" International Symposium-The Outlook for China-USA Relations Following the
1997-1998 Summits: Chinese and US Perspectives, May 28-29, 1998 Hong Kong, China.

"Establishing Checks and balances: The Role of Academic Marketers in the Corporate Identity Process" Association of Marketing Theory and Practice Meetings, March 1998; Charleston, South Carolina.

"Using Communications Audits for Integrated Experimental Learning," Association for Business Communication International Meeting, Nov. 1998; San Antonio,Texas.

"Cost Effective Ways to Influence your Constituents," Featured Speaker at the Hunger Homelessness Conference of the State of Montana Food Bank Network, October 1-3, 1997.

"A Case of Mistaken Identity: Applying Qualitative Research Methods to Assess a Utility Company’s Proposed Change in Corporate Identity," Academy of Marketing Meetings, MaryEllen Campbell and Carol Bruneau, October 1997; Maui, Hawaii.

"Using a Communication Audits as the Basis for an Integrated Experiential Learning Course," Allied Academics International Conference Division, Academy of Managerial Communication, October 1997, Maui, Hawaii.

"Creating Visibility for Your Organization Using Special Interest Groups" Designated Faculty of the Association for Healthcare Philanthropy’s 31st Annual Meetings, September 10-14, 1997; Washington, D.C.

"Communications Challenges for Financial Managers and Accountants:" Speaker for the National Meetings of the Rural Cooperative Utilities Association. Kalispell, MT, July, 1999.

"Communicating the Concept of Audience Diversity Through Multiple Thinking Styles," Association for Business Communications, Orlando, Florida, November, 1995.

"Creating a Positive Image for HR Managements Within the Organization," Speaker at Montana State Conference of the Society for HRM, April 27-28, 1995, Missoula, MT.

"Developing Brand Equity for the National Resources Industries in Times of Change," National Convention of the American Gas Association Marketing Meetings, May 1995; San Francisco, California.

"How to Achieve Greater Advertising Results with Fewer Dollars and People," 1994 advertising workshop speaker for the Pacific Coast Gas Association International, Seattle Washington.

"The Challenge of Marketing a 30-Minute Situation Comedy," Major Presentation at the IRTS Faculty Industry Seminar, February 1994; New York City, New York.

"Competition: An Imperative for Integrated Marketing Communications," PCGA Marketing; Division Presentation, 1994 Advertising Workshop April 13-16, 1994; Seattle, Washington.

"Challenges of Nonprofit Marketing," Western Marketing Educator’s Association, Roundtable Paper, April 1994; Washington, D.C.

"Using Affinity Groups," International Educational Conference of the Association for Health Care Philanthropy, Roundtable Paper,1995; Washington, D.C.

"Efficient Communications for Accountants," Seminar leader for Western CPE Conference – one day in four locations. These seminars were given for continuing education credit. They were presented in Park City, Utah; Lake Tahoe, NV; Hilton Head, S.C.; Las Vegas, Nevada. 1996.

"Advantages of the Business Communications Audit," Association for Business Communications International Meeting, Chicago, Illinois, 1996.

"Creative Academic Survival Techniques for the 90s." International Meetings of the  Association for Business Communications Western U.S. and Canada, San Francisco, March 25-27, 1993.

"Creative Approaches to Customer Relation," First American Title Western Regional Meeting, Spring 1992, Sun Valley, Idaho.

"Customer Communications for Pediatric Nurses," Montana Association of Pediatric Nurses," State Meetings, Spring, 1992

Seminar for the State of Montana Professional Development Center, "Transforming Your Job into a Career Path," Helena, MT, April 16, 1990.

Seminar for the State of Montana Professional Development Center on communication and confrontation, Helena MT, June 7, 1990.

Designed and presented Management Communications Workshops for the State of Montana Professional Development Centers in Great Falls, Helena, Missoula, Billings, 1988.1989.

Communications Audit Workshops, Winter, Spring, Fall, 1988, the Professional Development Center.

Management Communications Workshops- Great Falls, Helena, Missoula, Billings, 1988-89.

Presented over twelve workshops on communications, public relations, and marketing for the State of Montana 1985-89.

Developed curriculum and presented three new workshops which traveled to field offices for the State of Montana Professional Development Center, 1988.

Presented communications workshops for employees of Missoula City County Government, 1988.

Presented a workshop for Secretaries’ Day in Kalispell sponsored by Flathead Valley Community College, 1988.

Designed and Presented Workshop, "How to Transform Your Job into a Growth Experience," offered four times for the State of Montana, 1989.

Designed and Presented Workshop, "Face to Face Confrontations," offered four times, State of Montana Employees, 1989.

Designed and Presented Workshop, "How to Deal with Difficult People," offered five times for the State of Montana, Department of Labor and Industry; once for the Department of Administration, 1988-89.

Designed and Presented Workshop, "Marketing Your Services," sponsored by Northern Montana College President’s Office, February, 1989.

"Marketing in Health Care Organizations," Supervisors’ Retreat, Community Medical Center, 1989.

Communications Audit Workshops, traveled throughout the State of Montana, several locations, 1985.

Designed and Presented Two Workshops on "Secretarial Communications," Helena, MT Spring 1985.

Professional Experience

For many years, MaryEllen Campbell has developed executive seminars on both marketing and management communication topics. Her topics include:

  • Personal Branding
  • Branding Your Organization
  • Effective Communication Techniques for Accountants
  • Getting the Most from Your Advertising Dollar
  • Developing Professional Writing Skills
  • Effective Integrated Marketing Communications
  • Face-to-Face Communications:  A Public Relations Approach to Conflict Management
  • Communicating Effectively Within the Organization
  • Dealing with Difficult Customers
  • Customer Communications
  • Information Marketing
  • Communicating with Generations X and Y
  • Branding your Non-Profit Organization