Nakeisha Ferguson

Assistant Professor, Marketing

ferg7663@stthomas.edu

(651) 962-4077

Minneapolis Campus
1000 LaSalle Ave
Terrence Murphy Hall 470G
Minneapolis, MN 55403

Ph.D., , University of Texas at Austin
M.A., Journalism, Advertising, University of Missouri-Columbia
B.S., , University of Missouri-Columbia

See my articles and publications

Nakeisha S. Ferguson joined the Opus College of Business faculty in 2009. She received her Ph.D. in advertising from University of Texas at Austin in 2008. Her educational qualifications include a B.S. in marketing and a M.A. in strategic communication, which she earned at the University of Missouri-Columbia.

Ferguson has a passion for teaching and works diligently to develop her zeal for teaching into an enjoyable yet educational classroom experience she describes as "edutainment." Her primary research interest focuses on the intersection of popular culture and marketing communication with an emphasis on urban and multicultural markets. Her recent research examines topics such as consumer responses and ethical perceptions of multicultural marketing communications and brand placements in popular music. Additionally, she has presented her findings at numerous conferences across the world. Her research can be found in the Journal of Business Research, Journal of Public Policy, Journal of Research for Consumers, and Social Business.

Ferguson has received numerous awards for her commitment to multicultural student achievement, community involvement and academic research on the intersection of popular culture and branding. Some of the honors include: American Marketing Association Foundation Valuing Diversity Award, Advertising Educational Foundation Visiting Scholar at BBDO NY, Multicultural Student Services Outstanding Faculty Commitment Award and the Witherspoon Research Award.

Ferguson serves as the chair of the Marketing Communications Special Interest Group for the American Marketing Association. She is also member of the advisory board for the Marcus Graham Project - a program designed to identify, expose, mentor and train ethnically diverse men and women in all aspects of the media industry, including advertising, entertainment and marketing - and the Billingsly School of Music and Arts. Her professional activities in recent years have included projects with various small businesses and nonprofits around the country.

Fall 2014 Courses
Fall 2014 Courses
Crs - Sec Title Days Time Location
MKTG 320 - 01 Integrated MKTG Communications M - W - - - - 1335 - 1510 MCH 234
Description of course Integrated MKTG Communications : CRN: 42806
This course is designed to develop an appreciation for the promotion mix (personal selling, advertising, public relations, sales promotion) by exploring how and why these elements are used by organizations to reach their goals and objectives. Concept fundamentals are explored, then integrated into case analysis. Prerequisite: MKTG 300

Schedule Details

Location Time Day(s)
MKTG 320 - 02 Integrated MKTG Communications M - W - - - - 1525 - 1700 MCH 234
Description of course Integrated MKTG Communications : CRN: 42807
This course is designed to develop an appreciation for the promotion mix (personal selling, advertising, public relations, sales promotion) by exploring how and why these elements are used by organizations to reach their goals and objectives. Concept fundamentals are explored, then integrated into case analysis. Prerequisite: MKTG 300

Schedule Details

Location Time Day(s)
MKTG 671 - 501 Advertising Planning - - W - - - - 1800 - 2100 TMH 353
Description of course Advertising Planning : CRN: 42823
Emphasizes the development of an advertising plan as part of the overall marketing effort, including strategy plus creative and media planning. You will apply principles to actual practice in class projects. Guest speakers supplement text content with actual cases.

Schedule Details

Location Time Day(s)
J-Term 2015 Courses
J-Term 2015 Courses
Crs - Sec Title Days Time Location
Spring 2015 Courses
Spring 2015 Courses
Crs - Sec Title Days Time Location
MKTG 320 - 01 Integrated MKTG Communications - T - R - - - 1330 - 1510 MCH 109
Description of course Integrated MKTG Communications : CRN: 22064
This course is designed to develop an appreciation for the promotion mix (personal selling, advertising, public relations, sales promotion) by exploring how and why these elements are used by organizations to reach their goals and objectives. Concept fundamentals are explored, then integrated into case analysis. Prerequisite: MKTG 300

Schedule Details

Location Time Day(s)
MKTG 600 - 201 Marketing Management - T - - - - - 1800 - 2100
Description of course Marketing Management : CRN: 22080
This course offers a managerial approach to the study of strategic market decision making. It will examine the basic principles of marketing and their use in developing an optimum marketing mix. It will cover such topics as market planning; segmentation and target marketing; channels of distribution; consumer behavior; competitive analysis; pricing, demand analysis and forecasting; promotion, sales management; and product decisions. The course is designed to build a conceptual foundation for understanding and analyzing marketing situations. You will learn a managerial approach to applying marketing principles to practical marketing situations. This course provides a foundation for further education in marketing. Prerequisite: None

Schedule Details

Location Time Day(s)
Academic and Professional Positions
  • Marketing Director, The Rock Church, (2006 - present)
  • Assistant Professor, University of St. Thomas, St. Paul / Minneapolis (2009 - present)
  • Visiting Assistant Professor, University of Texas - San Antonio, San Antonio (2008 - 2009)
  • Instructor, Houston-Tillotson University - School of Business & Technology, Austin (2007 - 2008)
  • Public Relations Information Specialist, Missouri Protection & Advocacy Services, Columbia (2003 - 2005)
  • Marketing Consultant, Leswood Ministries, Inc, Houston (1998 - 2005)
  • Co-Instructor, University of Missouri-Columbia, Columbia (2002 - 2002)

Professional Memberships
  • AMA - American Marketing Association

Professional Service
  • Journal of Public Policy and Marketing, Reviewer
  • Journal of Business Research, Reviewer

Public Service
  • Billingsly School of Music and Arts, Board Member
  • Sigma Gamma Rho Sorority, Inc., Officer, President/Elect/Past
  • Marcus Graham Project, Board Member

Major Works
  • Ferguson, N. S., & Burkhalter, J. (forthcoming). Yo DJ, that's my brand: An examination of consumer response to brand placements in hip-hop music. Journal of Advertising,
  • Demangeot, C., Adkins, N. R., Broderick, A. J., Zuniga, M., Mueller, R. D., Henderson, G. R., Ferguson, N. S., Mandiberg, J. M., Roy, A., Johnson, G., Kipnis, E., & Pullig, C. (2013). Toward intercultural competency in multicultural marketplaces. Journal of Public Policy and Marketing, (32), pp. 156-164
  • Kipnis, E., Broderick, A. J., Demangeot, C., Ross Adkins, N., Ferguson, N. S., Henderson, G., Johnson, G., Mandiberg, J. M., Dentiste Muller, R., Pullig, C., Roy, A., & Zuniga, M. A. (2013). Branding beyond prejudice: Navigating multicultural marketplaces for consumer well-being. Journal of Business Research, (66)(8), pp. 1186-1194
  • Adkins, N. R., Ferguson, N. S., Henderson, G. R., Johnson, G., Mandiberg, J., Mueller, R. D., Pulllig, C., Roy, A., Zuniga, M., Kipnis, E., Demangeot, C., & Broderick, A. J. (2011). No harm done? Culture-based branding and its impact on consumer vulnerability: A research agenda. Social Business, An Interdisciplinary Journal, (1)(3),
  • Broderick, A., Demangeot, C., Ross Adkins, N., Ferguson, N. S., Henderson, G., Johnson, G., Kipnis, E., Mandiberg, J. M., Dentiste Mueller, R., Pullig, C., Roy, A., & Zuniga, M. A. (2011). Consumer empowerment in multicultural marketplaces: Navigating multicultural identities to reduce consumer vulnerability. Journal of Research for Consumers, (19),
  • Williams, J. D., Qualls, W., & Ferguson, N. S. (2007). Potential vulnerabilities of U.S. subsistence consumers to persuasive marketing communications. Advances in International Comparative Management, (20), pp. 87-110

Research Interests
  • Advertising
  • Gender and Diversity Issues
  • Marketing
  • Popular Culture and Branding

Presentations
  • "A muse me: An exploratory study on music and marketing influences on positive deviant Indian immigrants" AMA- American Marketing Association Summer Educators Conference, Boston, MA, August 01, 2013
  • "Mic check: Can you hear my "Pelo Mi" (Melody)?" AMA- American Marketing Association Winter Educators Conference, Las Vegas, Nevada, February 01, 2013
  • "Is social media taking over marketing communications? A discussion of future research opportunities" AMA - American Marketing Association Summer Educators Conference, San Francisco, CA, August 01, 2011
  • "Birds of a feather consume sports together: The role of emotion, family, and national identity in sports fan communities" Global Brand Conference, London, England, April 01, 2011
  • "Nontraditional marketing communications: e-WOM, ethics, communities, and social good" AMA - American Marketing Association Winter Educators' Conference, Austin, TX, February 01, 2011
  • "I'll have what Jay-Z is having: Hip-hop consumer responses to brand mentions in hip-hop music" Association of Consumer Research Asia-Pacific Conference, Hyderabad, India, January 01, 2009
  • "Myspace or yours: An exploratory study of black young adult online behavior and perceptions of targeted online media" AMA - American Marketing Association Summer Educators' Conference, San Diego, California, August 01, 2008
  • "Nos somos familia: The emotional and familial foundations of sports brand communities" Latin America Association for Consumer Research Conference, Sao Paulo, Brazil, July 01, 2008
  • "You complete me: Relationships consumers have with sports teams and players" AMA - American Marketing Association Winter Educators' Conference, Austin, Texas, February 01, 2008
  • "Bling-bling brand placement: A collision of hip-hop culture and marketing" Academy of Marketing Science Cultural Perspectives Conference, New Orleans, Louisiana, January 01, 2008
  • "Michael Vick, David Beckham, and me: The perceived sports relationships of the global consumer segment of sports fans" Cross-Cultural Research Conference, Honolulu, Hawaii, December 01, 2007
  • "Black vs brown: Competitiveness or distinctiveness" Advertising and Consumer Psychology Conference, Santa Monica, California, June 01, 2007
  • "Potential vulnerabilities of U.S. subsistence consumers to persuasive marketing communications" Product and Market Development for Subsistence Marketplaces: Consumption & Entrepreneurship Across Literacy & Resource Barriers, Chicago, Illinois, August 01, 2006