Marketing Area news & information
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Dear Colleagues,
Happy New Year! I hope you all had a relaxing and restful holiday break.

Our Fordham marketing faculty spent 2016 teaching interesting courses; conducting high-impact, relevant research, participating in conferences, workshops, and academic and practitioner-oriented talks—in short, working hard inside and outside of the classroom. In the Research section of this newsletter, you can dive into selected publications by my colleagues, on various topics ranging such as customer engagement, agent-based modeling, and brand linguistics.

We are proud that Fordham’s Gabelli School of Business was the first institution outside of Europe to host the annual Let’s Talk About Service (LTAS) workshop. This event, held in early December, featuring an impeccable roster of speakers and panelists, bright and enthusiastic participants, and a social program full of surprises. You can find more details and enjoy all the pictures in the Hot Topics section.

We are now looking forward to hosting the Frontiers in Service conference, the world’s leading annual conference on service research, at Fordham’s Manhattan campus from June 22 to 25, 2017. Visit for details. Finally, our marketing area is launching a Visiting Emerging Scholar in Service program. We invite PhD students and junior faculty members working on service research to apply for this scholarship, which provides a summer experience in New York City, studying and collaborating with a Fordham faculty member. 

At the Gabelli School, applied learning is part of our mission. In the Teaching section of this newsletter, one of our faculty members discusses his experience with a very successful applied class project. Meanwhile, another member of our marketing faculty is working to expand her students’ global understanding, capitalizing on the political and economic changes taking place at this very moment in Cuba. Her new course, Cuba in Transition: Risks, Opportunities, Contributions, includes a chance for students to see this island nation firsthand. Read more in the Teaching section.

As always, please accept this e-newsletter as an open invitation to share your ideas or suggestions for possible collaborations and joint projects with our area and/or individual faculty members. You can always contact me at We hope to see you all at the Frontiers conference here in New York in June.

Best wishes,

Sertan Kabadayi, PhD
Associate Professor of Marketing
Area Chair, Marketing

How can customer and firm perspectives be strategically aligned to create engagement that would generate value for both?
Lerzan AksoySertan Kabadayi and their co-authors examine the dynamic between company and customer perspective in creating a successful engagement in a recently published article in the Journal of Services Marketing.

What are the contributions and the validity of Agent-Based Modeling in advancing and testing theory?
This question is discussed in a commentary by Mohammad Nejad in the European Journal of Marketing. 

How does language influence the way consumers interact with brands?
Marina Carnevale, David Luna and Dawn Lerman develop a conceptual framework to define the domain of brand linguistics in a forthcoming article in International Journal of Research in Marketing.

What are the determinants of extended warranty prices?
Hooman Estelami and his co-authors empirically examine the effects of the variables that influence the pricing of extended warranties for consumer durables in their Journal of Product and Brand Management article.

Which consumer groups are the most vulnerable with regards to their financial literacy?
Using an intersectional approach, Mohammad Nejad and Genevieve O’Connor explore consumer financial literacy across different demographic groups in their recently published article in the Journal of Financial Services Marketing.
Luke Kachersky talks about the applied class project that a group of graduate students in the Master of Science in Marketing Intelligence (MSMI) program completed for his Marketing Research class. This project is perfect illustration of the emphasis on applied learning at the Gabelli School and the Marketing Area in particular.

Marcia Flicker is preparing to offer a very timely new mini-course in summer 2017 called Cuba in Transition: Risks, Opportunities, Contributions. Through class meetings, assigned readings, and guest speakers, students will learn about this unique culture and economy that is faced with the challenges of a socialist economic system developing a budding entrepreneurial private sector.
For the first time, Let's Talk About Service was held outside of Europe at Fordham University in New York City (LTAS 2016 Photos). PhD candidates and professors in the service field gathered for this informative meeting, titled "Contemporary Methodologies for Service Research."  As a surprise, attendees visited the famous Rockefeller Center building observatory, where they shared the above view from Top of The Rock!  Sertan Kabadayi was a guest writer for the AMA SERVSIG website and wrote an elaborate summation of the event.
The Frontiers in Service conference will be held at the Gabelli School of Business from June 22 to 25, 2017. The world’s leading annual conference on service research will offer an impressive lineup of key note speakers, paper presentations and poster sessions. The social program will include an awards dinner at the Marriott Marquis hotel in Times Square and a networking event on a dinner cruise along the Hudson River, featuring views of Ellis Island, the Statue of Liberty, the Brooklyn Bridge and the stunning night lights of the Manhattan skyline.
Academic researchers from all disciplines and practitioners from all industries are invited to attend this premier conference. Registration begins on January 16, 2017. For details, please visit We look forward to seeing you in New York City in June.

The marketing area is launching a program called The 
Visiting Emerging Scholars in Service. PhD students and junior faculty/researchers working in the services field are encouraged to apply to this program, which offers the opportunity to spend a semester in New York City and work with a Fordham marketing faculty member. For details please contact
Sertan Kabadayi at
As part of our Distinguished Speaker Series, Annamaria Lusardi from the George Washington University School of Business, who is the founder and academic director of GWSB’s Global Financial Literacy Excellence Center (GFLEC), provided a timely lecture on the importance of financial literacy. Colleagues and guests from other Gabelli academic areas and neighboring schools attended and held an interesting conversation about the meaning and role of financial literacy for different players in today’s global economy.
Each semester, as part of our area’s industry engagement efforts, we invite business executives in and around New York City to our campus to meet our students and talk about their companies and other cutting-edge topics that today’s marketing professionals face on a daily basis. In fall 2016 semester, we held two industry speaker events organized by Clinical Associate Professor Timothy Malefyt that brought graduate and undergraduate students together with two executives, offering them the opportunity to learn and network.

FORDHAM HISTORY- celebrating 175 years
We Were the First to Build at Lincoln Center - 175 things to know about Fordham

In 1958, New York City Mayor Robert Wagner signed the deeds transferring approximately eight acres of Manhattan real estate to Fordham as part of the city’s Lincoln Square Urban Renewal Project. Laurence J. McGinley, S.J., then president of the University, wrote: “February 28, 1958, will probably prove to be the most significant date in Fordham University’s modern history.”

Three years earlier, Robert Moses, the powerful New York City planning official, 
had invited Fordham to be part of the project that would also create Lincoln Center for the Performing Arts and include the Juilliard School. Fordham was the first of the city’s institutions to fully sign on to the project and move to the area. The first building, Fordham Law School, opened in 1961, with the Lowenstein Center to follow seven years later.

Master of Science in Marketing Intelligence (MSMI)
Director: Peter Johnson, DPS

Fordham offers a unique MS program in Marketing Intelligence.
It provides students with:

• Comprehensive skills in marketing analytics  
• Detailed knowledge of qualitative methods for revealing customer insights 
• Ability to make data-driven marketing decisions using various quantitative methods  
• Career-development workshops and applied projects

MARKETING AREA FACULTY -  Rose Hill / Lincoln Center / Westchester campuses

Lerzan Aksoy- Professor & Associate Dean,  Alexander Buoye- Assistant Professor,  
Marina Carnevale- Assistant Professor,  
Janet DiLorenzo- Clinical Assist. Professor,  
Hooman Estelami- Professor, Marcia FlickerAssociate Professor,           
David Gautschi- Professor,   Ahir Gopaldas- Assistant Professor,
Albert Greco- Professor,  Peter Johnson- Clinical Assistant Professor,  
Sertan Kabadayi- Chair/Associate Professor,  Luke Kachersky
- Assistant Professor, 
Lawrence King- Assistant Professor,  
Yuliya Komarova- Assistant Professor,  
Dawn Lerman-Professor & Associate Dean,  Mohammad Nejad- Assistant Professor,
Timothy Malefyt- Clinical Assoc. Professor,  
Genevieve O’Connor- Assistant Professor.

James WeldonLecturer. 

Marketing Area Faculty Brochure highlights our faculty's individual research and bios.
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