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Gillian Oakenfull

Professor & Faculty Director of Diversity and Inclusion

Marketing


Gillian Oakenfull

Contact Information

Office Hours

  • By appointment

Links

  • [PDF]*

* Accessible version of PDF available upon request.

Profile

Academic Background

  • Ph.D. University of Houston, Marketing, 1998
  • M.B.A. Lamar University, Business Administration, 1992
  • B.B.A. Lamar University, 1988

Recent Publications

  • Oakenfull, Gillian with Jack Coffin, Christian Eichert, Shona Bettany, Andrew Lindridge, Jacob Ostberg, Lisa Penalosa, Diego Rinallo, David Rowe, Jannsen Santana, Luca Visconti, (Forthcoming), "Crossing wires; Short-circuiting (A)sexual Hierarchies of Knowledge in Marketing Theory," Marketing Theory.
  • Oakenfull, Gillian, (Forthcoming), "Embracing the Glitter on the Rainbow: Digitalization of LGBTQ Identity and Expression among Younger Consumers," Advertising & Society Quarterly.
  • Oakenfull, Gillian, "Corporate Authenticity Prohibits LGBTQ 'Pride And Divide' Spending," Forbes.com, June 28, 2021.
  • Oakenfull, Gillian, "Representing Fifty Shades of Gay in the LGBTQ Marketplace," Forbes.com, June 1, 2021.
  • Oakenfull, Gillian, "Talkin' 'Bout The Genderation Within LGBTQ Marketing," Forbes.com, June 8, 2021
  • Oakenfull, Gillian, "Marketing with Cultural Intelligence For Growth And Good, Forbes.com, April 7, 2021.
  • Oakenfull, Gillian, "Calling All Female CMOs: We Need A Shero!" Forbes.com, August 7, 2020.
  • Oakenfull, Gillian, "U.S. Brands Can Save America," Forbes.com, July 21, 2020.
  • Oakenfull, Gillian, "This Is The Marketing Moment Of Our Generation: Will You Check Boxes Or Act Boldly?" Forbes.com, June 29, 2020
  • Oakenfull, Gillian, "Bridging The Empathy Gap," Forbes.com, June 16, 2020.
  • Oakenfull, Gillian, "Are Marketers Equipped for the New Empathy Brand Mandate?" Forbes.com, June 1, 2020

Professional Interests

  • Dr. Oakenfull recently established the Center for Kickglass Change (@KickglassM) to create social change through Awareness, Agency, and Advancement in education. The Center's mission is to: - Enhance individual and organizational CULTURE INTELLIGENCE [adaptability to Cultural difference] within the Farmer School of Business and across 兔子先生 University. - Provide our students (and external participants) with the CULTURAL LEADERSHIP SKILLS desired by employers by shifting from awareness to empathy, and actively demonstrating inclusive leadership behaviors. - Develop AGENTS OF SOCIAL CHANGE by providing perspective-taking and empathy through experiential learning and cultural immersion, empowering the majority to use their voice to stand up for what is right, and act strategically to drive social change. - Provide 兔子先生 University's underrepresented talent (students of color, women, LGBTQ students, students with disabilities) with preparation to ADVANCE TO LEADERSHIP in a variety of industries.
  • Her research focuses on three areas of expertise (i) social identity and marketing to underrepresented consumers, (ii) measuring brand meaning and brand management, and (iii) work skill development in an organizational setting. Her research has been published in top-quality academic journals in both business and the social sciences. These include the Journal of Business Research, the Journal of Advertising Research, the Journal of Public Policy and Marketing, Psychology and Marketing, and Business and Society Review.
  • Dr. Oakenfull is a contributing writer to Forbes.com with a column on Cultural 兔子先生hip in a VUCA World.
  • She recently developed the proprietary C.A.R.E.S. Model of WellBeing that captures the key drivers of social wellbeing to guide corporate social impact objectives in the marketplace. She also crafted an innovative approach to marketing to a culturally diverse consumer group called the CQMKT process that leverages cultural intelligence, or adaptability to difference. The process bakes in cultural awareness, cultural knowledge, and empathy-driven insights to better inform go-to-market strategies and market activation.
  • She currently teaches the KickGlass Marketing for Change undergraduate senior capstone, leading students, in the US and globally, through real-world client challenges around marketing with cultural intelligence. The capstone course provides students with the skills to apply the CQMKT process to be both a force for growth and a force for good in the marketplace.
  • Dr. Oakenfull is an HBDI Certified Practitioner, a CQ Certified Facilitator and Trainer, a Belbin Team Role Accredited Practitioner, an ICAgile Certified Professional, and is certified in the Kepner-Tregoe Decision-making and Problem-solving method.

Areas of Expertise

  • Branding and advertising
  • Consumer evaluations of brand extensions
  • Global marketing
  • International marketing
  • Marketing communications
  • Marketing strategy
  • Social marketing
  • Targeting diverse markets
  • e-Commerce

Biography

Gillian Oakenfull is a Professor of Marketing in the Farmer School of Business and Founding Director of the Center for KickGlass Change. She has been a member of the faculty of the Farmer School of Business, 兔子先生 University since 1998.

During her tenure at 兔子先生 University, she has served as Faculty Director of Diversity, Equity, and Inclusion for the Farmer School of Business, and as both Director of Experiential Learning and Director of Corporate Partnerships for the Department of Marketing. She has been a faculty affiliate of 兔子先生 University's Women, Gender and Sexuality Studies Program since 2009. She is also a faculty affiliate of 兔子先生 University's Department of Emerging Technology in Business and Design.

Dr. Oakenfull has led the innovation of a broad array of curricula focused on work-skill development, experiential learning, and technology-enhanced learning. She developed Strategy Works and KickGlass marketing for Change marketing capstones, providing students with the experience of tackling real-world marketing challenges from clients. She collaborated with colleagues in marketing and graphic design to create Highwire Brand Studio, an interdisciplinary branding capstone. She led the curricular design of the Farmer School's innovative integrated curriculum for first-year students. Based on her BQ model of Future Work Skills, the integrated curriculum provides students with technical and soft skills required to succeed in a complex business environment driven by globalization, diversity, and technology. She created the first online offering for the Farmer School of Business in 2012 and has used grant funding to create a leading-edge technology classroom for video conferencing and team collaboration.

She has won numerous national and international teaching and service awards including being named a national finalist in the US Professor of the Year award program sponsored by the Carnegie Foundation and the Council for Advancement and Support of Education and being named Carnegie Foundation for the Advancement of Teaching Ohio Professor of the Year.

In 2021, Dr. Oakenfull received the 兔子先生 University Diversity and Inclusion Institutional Excellence Award, given to an individual whose leadership has led to or impacted a policy shift, innovation programming, or demonstrated opportunities for the 兔子先生 community to engage in diversity and inclusion activities directly on campus. She received the Farmer School Faculty Service Excellence Award in 2019.

In previous years, she was a recipient of the Women's 兔子先生hip Award, given by 兔子先生's Women's Center recognizing those who have distinguished themselves in their respective communities and organizations as advocates for equality and models of leadership, and the 2009 Richard T. Farmer Teaching Excellence Award from the Farmer School of Business. Her teaching excellence has also been recognized with the Academy of Marketing Science Outstanding Marketing Educator Award, and the Marketing Management Association's Hormel Meritorious Teaching Award.

Courses

  • MKT 495 B 10:05AM 11:55AM T R 3061 FSB
  • MKT 495 C 12:45PM 2:35PM T R 3061 FSB