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Scott Whitaker
College of Business
College of Business
Assistant Professor of Marketing
swhitaker@andersonuniversity.edu
(864) 617-3477
Vandiver 207a
Academic Background
Dr. Scott Whitaker is an Assistant Professor of Marketing at Anderson University. He is passionate about teaching students how to use Christian business principles to honor God in the modern business environment. He loves getting to know his students individually and helping them discover their God-given strengths and passions to find meaningful employment after college. He is married and has 4 children, along with a very lazy white Persian cat.
BA in History, Anderson University (SC)
MBA, University of South Carolina
DBA, Gardner-Webb University
Fast Facts
Teaching at AU is my dream job! Years ago, I was a student, BCM President, Denmark Society member, and later an Alumni Board President here at Anderson University. To me, it is the very best private Christian university in the country – a place where students grow spiritually, academically, personally, and professionally. I cannot think of anywhere else I would want to be than teaching and mentoring the most amazing students in the world.
Marketing is a very diverse field! Most people think of marketing as social media or advertising, but in truth, marketers are the key initiators and drivers of most all profitable businesses. Here are just a handful below.
In marketing, we:
– Birth new product ideas
– Establish pricing of all products
– Handle the promotion and advertising efforts of both our products and our brand strategy
– Must account for, and often initiate, the distribution of the company goods to our customers
– Maintain relationships with customers, retailers, and intermediaries
– Supervise public relations efforts and emergency management situations
– Develop customer relationship systems from which key customer data drives marketing strategy and customer service efforts
– Directly and indirectly sell our company’s products/services to customers. Thus, we are the key revenue drivers of healthy businesses.
– Analyze company competitors and various threats in the market place
As you can see, a “career” in marketing can be very diverse. Thus, we often have a wide range of students who are gifted in different areas. Some students love design and aesthetics, while others love working with people to build and maintain business relationships, and still others are data/numbers-driven. All of these are key skills sets in marketing and can lead to meaningful, fun, and financially viable careers.
My background is in the business world – not academics. As a former bank officer and marketing manager, I love teaching students to think beyond classroom terms and theories and use them to solve real business problems – with the goal of preparing them for real business careers!
I currently run a not-for-profit martial arts school that uses karate and ju-jitsu to spread the gospel to our community. I also serve on multiple non-profit boards in the community, and it is a passion of mine to spread the love and truth of Jesus to those who need it most.
Some Past Achievements Include:
– Chairman’s Club, Regions Bank – awarded to top 10% of sales and serve Branch Managers
– Finished 2nd overall nationally in customer service for 2000+ bank branches, as awarded by the Gallup association.
– National Marketing & Promotions Auction of the Year Award
AU is a place where great people, diversity of thought, and solid Biblical principles come together with a unified purpose of preparing the next generation for Godly leadership in the world. For me, interacting with these amazing and intelligent people is a joy and makes every day unique and fun.
Social Media, Google Analytics & Search Engine Optimization (SEO), Google Business Profile & Google Ads
Wolfe-Burleson, K.A., Herron, J, & Chaves, W. eds. (under contract). Instructional Design Fieldbook. Information Age Publishing. (2022) Case Study Submission: “A University Partnership to Develop a Family-Owned Enterprise Training Program” by Josh Herron, Andria Carpenter, & Scott Whitaker.
Whitaker, Scott E. How generational attitudes toward digital marketing technology are exhibited in automobile purchase behaviors (2023). (Dissertation)
Whitaker, S., Calise, G., Spencer, J. (2023). Zoomer Generation Attitudes Toward Used Car Automobile Purchasing Channels. Marketing Management Association Conference. Paper, Presentation, and proceedings.
Whitaker, S., Spencer, J., Calise, G.. (2024). Zoomer Generation: Used Car Automobile
Purchase Behaviors. Association of Marketing Theory & Practice Conference. Paper,
Presentation, and proceedings.
Mazzu, M., Baccelloni, A., Whitaker, S. (2024). FDA. The Impact of Front-of-Package Labels on
Healthy Consumer Purchasing Behavior. Marketing Management Association Conference. Paper, Presentation, and proceedings.
Whitaker, S., Mazzu, M., Baccelloni, A., (2024). FDA. Why Non-Directive Front-of-Pack Nutritional Label Should Be Adopted in the US Market? A Comparison on Comprehension and Liking of Nutri-Tips, NutrInform Battery, and Nutri-Score. Management Research Letters from Luiss Business School.
Digital Marketing studies and advertising development for local companies, including: Chick-fil-a; Indigo Custom Framing & Artisan Market; Palmetto Screen Printing & Embroidery; Bryar & Co; Grady’s Great Outdoors; Figs Cafe; Corner Bagel; Katharine Marie Weddings: Deanna Barlett Ministries; Hearts in Harmony; Westminster Smiles; Scouts Donuts; and many more…