Position
Academic Background
Sample Courses   
Teaching Philosophy
Research & Interests     
Notable Academic Appointments & Awards
Publication Highlights
Selected Scholarly Presentations     
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• Assistant Professor of Marketing

Academic Background        

• Ph.D.  Marketing, Mays Business School, Texas A&M University, 2006.
• M.B.A. Marketing and Entrepreneurship, The University of Texas at Austin, 1996.
• B.A.  American Studies and Spanish, cum laude, Amherst College, 1991.

Sample Courses Taught at Providence College

• Advanced Advertising
• Principles of Marketing
• Product and Brand Management

Teaching Philosophy

My teaching experience has given me the opportunity to develop and refine skills in the following areas: management of individual and team-based projects, implementation of experiential learning techniques, and development of lectures offering managerial applications of course content in a challenging environment. I expect students to actively participate in projects and presentations that relate to existing firms. In return, I offer to share with them my own expertise and experience both as a practitioner and a job seeker and strive to integrate my academic research and professional experience into my classroom instruction and the research projects assigned to my students. My philosophy is that coaching students develops their analytical and problem-solving skills, making them more competent and competitive in the marketplace.

Research & Interests

• Brand Portfolio Management, Corporate Image and Reputation: Determining the effect of brand deletions, brand additions, and corporate name changes on financial performance, corporate image and reputation.
• B2B Branding: Conceptualizing a comprehensive approach to B2B branding, which addresses twelve issues and challenges in B2B branding ranging from brand portfolio management and leveraging the brand equity of customers to reaching end users and internal marketing.
• Services Branding: Conceptualizing a comprehensive approach to services branding, which considers the product, promotion, price, and distribution of search goods, experience goods, and credence goods with functional, experiential, and symbolic brand concepts.

Notable Academic Appointments and Awards

• Faculty Advisor, Chevrolet College Super Bowl Advertisement competition,
  Providence College, 2006
• Texas A&M Doctoral & Tuition Scholarships, 2002-2006
• Graduate Assistant, AMA-Sheth Foundation Doctoral Consortium,
  Texas A&M University, 2004
• Member, American Marketing Association, 2002-present

Publication Highlights

• Varadarajan, Rajan, Mark P. DeFanti, and Paul S. Busch (2006), “Brand Portfolio, Corporate Image, and Reputation: Managing Brand Deletions,” Journal of the Academy of Marketing Science, 34 (Spring), 195-205.
• DeFanti, Mark P. and Joseph K. Goodman (2005), “Brand Architecture and Corporate Reputation,” Marketing Science Institute Report No. 04-110.
• Avery, Jill and Mark P. DeFanti (2004), “Brand Orchestration,” Marketing Science Institute Report No. 04-101.  
• DeFanti, Mark P. and Susan K. Cadwallader (2003), “The Effect of Customers’ Perceptions of a Change to a Dual-Purpose Corporate Name on a Firm’s Stock Price,” AMA Summer Educator’s Conference Proceedings, Volume 13, Chicago: American Marketing Association.

Selected Scholarly Presentations

• Varadarajan, Rajan, Mark P. DeFanti, and Paul S. Busch (2005), “Brand Portfolio, Corporate Image and Reputation: Managing Brand Deletions,” The Academy  of Marketing Science Conference.
• Busch, Paul S. and Mark P. DeFanti (2004), “The Value Added of B-To-B Branding:  Issues and Challenges,” The Institute for the Study of Business Markets (ISBM) Academic Conference.

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