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Dr. William J.

Twitter: @DR4WARD
LinkedIn: dr4ward
Phone: 616-915-8138

Doctor of Philosophy, Media & Information Studies (Advertising), Michigan State University, 2007
Dissertation: The Heuristic and Systematic Processing of Brand Attributes and Neutral
Information Sources in the Decision To See A Film At The Theatre.

Master of Science, Grand Valley State University, 1998

Specialization: Communication Research
Thesis: Cause-Related Marketing.

Bachelor of Science, Grand Valley State University, 1991

Major: Advertising & Public Relations Specialization: Computer Science

Academic Experience:
S.I. Newhouse School of Public Communications, Syracuse University (AEJMC)
Department of Communications, Syracuse University Fall 2011

Western Michigan University, Haworth College of Business (AACSB),

Department of Marketing, Kalamazoo, Michigan
Adjunct Professor of Marketing, Spring 2011

Undergraduate Courses Taught:

• Internet Marketing (MKTG 3730)
• Retail Merchandising (MKTG 3760)

Grand Valley State University, Seidman College of Business (AACSB), Department of Marketing,
Grand Rapids, Michigan
Adjunct Professor of Marketing, Fall 2010

Undergraduate Courses Taught:

• Marketing Management (MKTG 350)

Ferris State University, College of Business, Department of Marketing,

Big Rapids, Michigan
Assistant Professor of Marketing, Fall 2008 – Spring 2010

Undergraduate Courses Taught:

• International Marketing (MKTG 441)
• Marketing Research (MKTG 425)
• Consumer Behavior (MKTG 322)
• Advertising Design and Production (ADVG 312)

Alfred University, College of Business (AACSB), Alfred, New York

Assistant Professor of Marketing, Study Abroad Program Leader Fall 2006 – Spring 2008

Graduate Courses Taught:

• International Marketing (MBA 660)

Undergraduate Courses Taught:

• International Marketing and Advertising Program in Cannes, France
• International Marketing (MBA 660)
• Strategic Marketing Management (MKTG 499)
• Promotional Strategies (MKTG 486)
• Consumer Behavior (MKTG 479)
• Marketing Principles (MKTG 221)

China University of Geosciences, College of Information Management (AACSB), Wuhan, China
Visiting Professor of Marketing, Summer 2007

Undergraduate Courses Taught:

• International Marketing

University of Michigan, Ross School of Business (AACSB), Department of Marketing, Ann Arbor,
Michigan Adjunct Lecturer of Marketing, Spring 2006

Undergraduate Courses Taught:

• Designing Persuasive Communications (MKTG 407)

Michigan State University, Department of Advertising, Public Relations and Retailing, College of
Communication Arts and Sciences, East Lansing, MI
Visiting Instructor of Advertising and Public Relations / Study Abroad Program Leader Fall 2000 –
Fall 2005

Undergraduate Courses Taught:

• International Study Abroad Program – Advertising & Public Relations in Italy and
France (American University of Rome)
• Advertising & Society – Law & Ethics (ADV 475)
• Advanced Creative Broadcast (ADV 428)
• Copywriting and Art Direction (ADV 322)
• Creative Strategy and Execution (ADV 317)
• Principles of Public Relations (ADV 260)
• Principles of Advertising (ADV 205)
• Principles of Marketing (MKT 100)

Grand Valley State University, School of Communications, Allendale, MI

Adjunct Professor of Advertising and Public Relations, Fall 1996 – Spring 2000

Undergraduate Courses Taught:

• Media Planning (CAP 413)
• Advertising & Public Relations Campaigns (CAP 400)
• Advertising Copywriting (CAP 315)
• Advertising Management & Cases (CAP 310)
• Nonverbal Communications (COM 210)
• Concepts of Communication (COM 101)

MKTG 499, MKTG 425 and CAP 400 Class Client and Community Projects Include:

For-Profit Client Projects Not-for-Profit Client Projects

> Burton Snowboards > Direction Center
> Detroit Red Wings > Project Rehab
> Chevrolet Alternative Fuel > Grand Rapids Youth
Solution Vehicles Commonwealth
> Cadillac > YWCA
> Wendy’s > North American Indian Center
> Meijer > Baxter Community Center
> Burger King of West Michigan > Alcohol Harm Reduction
> D&W Food Centers > Michigan Small Business and
> The Ski Shop in Swain Development Center, Grand Valley
> The Old West State University

Professional Experience:
DR4WARD / 4-Ward Communications Grand Rapids, MI
President / Senior Consultant 1993 – Present
Providing consulting for diagnosis and prognosis of integrated marketing communications and 360 degree
branding. including: strategic marketing management, primary and secondary market research, public
relations, advertising, fund development and grant writing, strategic planning, creative development,
media planning, budgeting, database development, production and project management. Clients include:

• Jack Loeks Theatres / Celebration Cinema / Imax Theatre, Grand Rapids, Michigan

• Seidman College of Business, Grand Valley State University

• Showspan Incorporated, Grand Rapids, Michigan
• Meijer, Grand Rapids, Michigan
• Microsoft, Redmond, Washington
• Country Fresh, Grand Rapids, Michigan
• Doner, Southfield, Michigan
• National Center for Genome Resources, Sante Fe, New Mexico
• Unity College, Unity Maine
• Higher Ground Ministries, Boulder, Colorado
• Dorothy A. Johnson Center for Philanthropy, Grand Valley State University, Grand
Rapids, Michigan
• Office of Community Research, Grand Valley State University, Allendale, Michigan
• Adoptive Family Support Network, Grand Rapids, Michigan

Burgler Advertising, Grand Rapids, Michigan

Senior Account Executive, 1994 – 1995
Responsible for client relationships, agency team management, supplier relationships, creative
development, production, media planning, budgeting, public relations and project management.

Clients include:
• D&W Food Centers, Grand Rapids, Michigan
• Grand Rapids / Kent County Visitor and Convention Bureau, Grand Rapids, Michigan
• Cannon-Muskegon, a subsidiary of SPS Technologies, Muskegon, Michigan
• Ameribank, Muskegon, Michigan
• Asgrow, Kalamazoo, Michigan

Meijer, Inc., Grand Rapids, Michigan

Progressive responsibilities and advancement, 1983 - 1992
Positions include:
• Broadcast Production / Media Promotion Coordinator, Advertising Department,1990
• Replenishment Systems Analyst, Inventory Control Department, 1987 – 1990.
• Advertising / Pricing Coordinator, Fashion Division, 1985 - 1987

Publications, Conference, Presentations & Panels: covers Digital, Innovation, Creativity, Marketing, Advertising, Public Relations, Social
Media and Higher Ed and averages over 5,000 views per month / 60,000 visits per year.

Innovative use of Web 2.0 Digital Tools and Social Media for the delivery of face-to-face, blended(hybrid)
and online classes will provide a steady stream of pedagogical research and grant opportunities.
Example: Marketing Management - MKT 350.

Currently ranked #23 globally among marketing professors teaching students digital marketing, social
networking, blogging, search optimization, Google and more in my classes by Social Media Marketing

Keynote Speaker – The State of Integrated & Online Digital Marketing

• Ferris State University, PRSSA February 24, 2011

• Western Michigan University, MBA February 23, 2011

Keynote Speaker – New Digital Tools for Student Teaching & Faculty Research – Twitter, LinkedIn
& Google. Western Michigan University, College of Business, Faculty Workshop February 11, 2011

Guest Columnist - “Will Social Media Courses Enable A Cultural Shift in Higher Ed?” Social Media
Marketing Magazine, Issue 3, December 7th, 2010

Keynote Speaker – How to Use Twitter Professionally and How to Use LinkedIn Professionally
Michigan State University Marketing Association, November 16, 2010
Co-presenter at the event included John Hill, Director Alumni Career Services

Keynote Speaker – Why Now is the Best Time to Get Into Marketing & Advertising ** Update**
(Ideas From Around the Worth Sharing) Michigan State University Marketing Mix, October 27, 2010

Attended #140Conference Detroit October 20, 2010

The #140conference provides a platform for the worldwide twitter community to: listen, connect, share
and engage with each other, while collectively exploring the effects of the emerging real-time internet on

Attended TedxDetroit Conference, September 29, 2010

Featuring leading creators, catalysts, entrepreneurs, artists, technologists, designers, scientists, thinkers
and doers sharing what they are most passionate about — innovative ideas from around the world.

Keynote Speaker – Wish I Thought of That (Ideas From Around The World Worth Sharing) - Why
Now Is The Best Time To Get Into Advertising & The Power of Social Media Western Michigan
University, April 9, 2010 Inaugural Advertising Career Development Night
Co-presenters at the event included speakers from DIGITAS, DONER, Leo Burnett, MLive, & TMP

Speaker - Teaching With Twitter? Michigan K-12 Teachers at the West Central Tech Partnership
Conference, Oct. 16, 2009. Presentation has had over 1,500 views on and was featured
on what's "Hot on Twitter"

Presenter - “What’s all the Twitter About” presented at the Ferris State University, Spring Learning
Institute, Mar 31 – April 1st, 2009

Presenter - “Involvement and Movie-going Behavior” presented paper at The Sixth Wuhan
International Conference on e-business, Wuhan, China, May 26, 2007

Developed and hosted “The Global Leaders In Innovation” Speaker Series, Alfred University, New
York 2007-2008
Featuring industry thought leaders on innovation and emerging technologies from Nike, Kodak, Marvel
Entertainment Inc., Ogilvy, Jet-Blue, and Global Search Strategies International. Topics included:
"Digital Game Changer for Marketing," "Innovations in Market Research," "The Turnaround of a Super
Brand," "The Evolution of Digital," “360 Degree Branding and Crisis Management" and “Search Marketing

Guest Editorial - “Hollywood promotion…at Church? Movie product placement and cross-
promotion go too far. It’s time to set limits on marketing’s reach.” Christian Science Monitor –
December 21, 2006

Paper - “I Had to Look, Having Read the Book: Determinants of Film Attendance in the Information Age.”
Association for Education in Journalism and Mass Communication Conference, July 31, 2003

Paper / Panel - "Film - The Movie-Going Experience" panel and paper presented on "Motivations
of Movie-Going Behavior." Midwest Popular Culture Association, Annual Conference, Milwaukee, Wis.
Oct. 4-6, 2002

Research / Working Papers:

• Using Web 2.0 and Social Media in the classroom
• New Media / Emerging Technologies for teaching and learning
• Genre’s Relationship to Story Organization and Audience Expectations in the Marketing and
Distribution of Film
• Media Economics and the Impact of Digital Media on Motion Picture Content and Distribution
• Heuristic and Systematic Processing of Movie Trailers: Determinants of Film Attendance

Media Interviews / News Features:

Featured in Ferris State Torch
• "Social Media Master, Dr. 4Ward - A Ferris Professor's work in social media has earned him
recognition in several prominent news sources" - February 24, 2010
Quoted in the Wall Street Journal
• "Apple Tablet Draws Jeers, Legal Rumblings Over iPad Name.” - January 30, 2010
• “Monster, Doritos Score in Big-Game Blitz – In Ad Survey, Coke Is a Super Bowl Victor,
Anheuser’s Crown Slips and Cash4Gold Fumbles.” - February 2, 2009
• “Coke, Clydesdales Score with Super Bowl Viewers” - February 4, 2008
• “Clever Gags Score High in Super Bowl Ads” - February 6, 2006
• “Patriotism, P. Diddy Shine In a Less-Than-Super Ad Bowl” - February 7, 2005
• “How a Coke Ad Campaign Fell Flat With Viewers” - March 19, 2001
Feature story in Shannon Paul’s Very Official Blog
• “Resources for University 2.0. – Using Social Media in the classroom” - February 2, 2009
Quoted in the New York Times
• “A New Chrysler and a New Marketer.” - August 16, 2007
Quoted in the USA TODAY
• “The ads of 2007: Ad-mirable to ad-dlebrained.” - December 30, 2007
• “Gatorade gives audience an early look at Super Bowl ads.” - December 20, 2007
Quoted in the Lions Daily (Cannes International Advertising Festival)
• “A ‘week-long MBA’ for Alfred Students.” - June 18, 2008
• “Festival’s first student delegates embark on a fantastic learning experience” - June 21, 2007
• “School is in at the Festival for 40 students from Michigan State University’s advertising, public
relations and retailing department.” - June 21, 2005
Radio Interviews
• Michigan Talk Radio Network - Tim Staudt on Sports, February 6, 2006.
• WQTX’s Jack Ebling Sports Show, February 7, 2005
Television Interviews
• WLNS – Study Abroad Programs related to SARS and the War in Iraq Spring 2003
• WILX, WLNS - Super Bowl ads January 28, 2001
Press Interviews
• State News, February 7, 2005 – “Bud Light’s Skydiver ad earns highest grade in MSU
Superbowl ad competition”
• Associated Press Wire, January 29, 2001 – “Dole / Pepsi spot favorite ad of professors” for the
Michigan Live State Edition / Booth Newspaper’s website

Recognition / Awards:
• American Marketing Association Hugh G. Wales Outstanding Faculty Advisor of the Year
AMA International Collegiate Conference, New Orleans, LA 2007 - 2008
• American Marketing Association Revitalized Collegiate Chapter of the Year
2007 –
• Outstanding Achievement in Advertising Education, Michigan State University April 22, 2003
• $3,000 Service Learning Grant for working w/ Not-for-Profit community projects. 1999 - 2000
• Two ADDY Award winners and five ADDY Citations of Excellence
Grand Rapids Advertising Federation 1994 -1995
• National Finalist Retail Advertising Conference 1994 -1995

Professional Service:
• Reviewer - American Journal of Business,
Special Issue on New Media / Emerging Technologies Fall 2009
• Reviewer - Association for Education in Journalism and Mass Communication,
Advertising Division, Special Topics on New Media / Emerging Technologies August 2010
• Reviewer - The Sixth Wuhan International Conference on e-business,
Wuhan, China May 2007
• Board Member – Collegiate Relations Chair, West Michigan American Marketing Association,
Grand Rapids, Michigan (West MI AMA) 2008 – 2010
• Board Member – Collegiate Relations Chair, Rochester American Marketing Association
Rochester, New York (RAMA) 2007 – 2008
• Judge - American Marketing Association International Collegiate Conference,
New Orleans, LA Collegiate Chapter Competition
• Judge - Best of the Web, Rochester Business Journal, New York 2008
• Judge - Marketer of the Year for Western and Central New York,
Rochester American Marketing Association / Rochester Business Journal

Departmental Service:
• Faculty Advisor – Collegiate Chapter of the American Marketing Association 2006 – 2008

College Service:
• Member - Curriculum Committee 2007 – 2008
• Member – Assessment Committee 2007 – 2008
• Member – Strategic Committee 2007 - 2008

University Service:
• NCAA / Empire 8 Faculty Athletics Representative 2007 - 2008
• Member - University Assessment Committee 2007 - 2008
• Member - University Leadership Team 2007 - 2008

Professional Memberships / Associations:

• Association to Advance Collegiate Schools of Business
• Delegate, Cannes International Advertising Festival
• American Marketing Association
• American Academy of Advertising
• Association for Education in Journalism and Mass Communication
• American Advertising Federation
• Midwest Popular Culture Association
• Small Business Association of Michigan