In This Issue:
- What's New with the Marketing Major?
- Faculty Spotlight
- Alumni Spotlight
- Student Spotlight
- AMA Club Update
What's New with the Marketing Major?
Sean Yim, Ph.D.
Dear Students, Faculty, and Friends of the Marketing Discipline,
We are past the midpoint of the spring semester, and I hope your courses and activities are progressing well. It’s inspiring to witness the energy and dedication within our Marketing discipline. I’d like to take this opportunity to share some updates and highlight ongoing initiatives.
Our Marketing faculty continue to excel in teaching and research, achieving a level of research productivity that surpasses many peer institutions. Over the past few years, we have maintained a stable program structure, ensuring consistency while exploring growth opportunities.
A notable addition to our curriculum is the Sports Marketing course, offered Summer 2025, as part of our Sports Administration Certificate. We are evaluating its potential to become a regular offering, providing students with valuable insights into this expanding field.
Another key focus is the impact of Artificial Intelligence (AI) on marketing education and research. AI is rapidly transforming our field, influencing how students learn and how faculty approach teaching and research. To stay ahead, we’ve engaged in individual initiatives, participated in school- and college-wide workshops, updated our curriculum, and integrated AI tools into student learning experiences. Additionally, our faculty are actively contributing to AI program development at Penn State Behrend, ensuring our students are well-prepared for the evolving marketing landscape.
On the student research front, a senior marketing student and two faculty members will present their research on the intersection between cybersecurity and marketing at an international marketing conference in late spring, highlighting our commitment to fostering student research. Research is a cornerstone of our discipline, offering students opportunities to engage with theory, literature, and data analytics. I strongly encourage our Marketing students to connect with faculty and explore these enriching opportunities.
The AMA (American Marketing Association) Club recently enjoyed an exciting trip to Washington, D.C., where members attended a conference, networked with professionals, and explored career paths in Sports Marketing. The club remains dedicated to organizing both internal and external events, providing students with valuable networking and professional development experiences.
The Black School of Business also offers a Marketing Minor. To enhance accessibility, we are expanding our online course offerings, enabling all Penn State students to complete the minor remotely. We are also exploring new certificate programs to equip students with specialized marketing skills.
With these initiatives underway, this is an exciting time for Marketing at Penn State Behrend. I encourage students to seize available opportunities — whether through coursework, research, or student organizations. Together, let’s continue building a strong, innovative program that prepares us for success in the ever-evolving world of marketing.
Best regards,
Dr. Sean Yim, associate professor and discipline lead, Marketing
Faculty Spotlight
Sean Yim, Ph.D.
Dr. Sean Yim is an associate professor of Marketing in the Black School of Business, where he serves as the Marketing discipline lead. In this role, he is responsible for guiding the Marketing program and supporting students in their academic and professional development. As a dedicated instructor, he teaches courses such as MKTG 343 Introduction to Marketing Analytics, MKTG 478 Services Marketing Management, and, at the graduate level, BADM 554 Marketing Strategy. Additionally, he serves as an academic adviser for Marketing students and conducts research specializing in marketing strategy.
What inspired you to pursue a career in your field of expertise?
When I worked in companies as an engineer, I envied what the marketing folks were doing at work. They looked polished and seemed so energetic all the time. This experience made me want to become a marketer.
What specific research or projects are you currently working on?
My primary research focus is corporate social responsibility (CSR). I examine how firms’ socially responsible business practices enhance their financial performance, taking into account various internal and external environmental factors. Recently, I have been investigating how much firms should strategically invest in CSR initiatives without jeopardizing shareholders’ expectations for future financial returns. Preliminary results suggest that an "all-in" approach to ethical business practices incurs excessive costs and may harm financial performance. Therefore, identifying industry norms is critical for balancing core business functions with effective CSR efforts.
Can you tell us about any memorable or impactful experiences you have had with your students?
I frequently write recommendation letters for students pursuing higher education or employment opportunities. This process is deeply meaningful to me, as it allows me to reflect on my past interactions with them and consider their achievements in our program. One memorable example is a student who went on to law school and has since become a lawyer. More recently, another student was admitted to a master’s program at Cornell.
How do you stay updated and incorporate new developments or trends in your field into your teaching methods?
This approach stems from my Ph.D. adviser’s recommendation. I stay connected through various social media platforms and read news articles from multiple sources. Successful business professionals don’t overlook small details, so I strive to learn something new every day and integrate those insights into my teaching.
What advice would you give aspiring students or individuals considering a career in your field?
This is an exciting time with newly developed technologies, though it can also feel daunting due to rapidly changing market trends. Some may worry about losing marketing careers to artificial intelligence, but these changes will open new career opportunities for younger generations, offering possibilities that previous generations never experienced. With our highly talented marketing research faculty at Behrend, I encourage students to seek research opportunities during their time in the program. This mindset and hands-on experience will prepare them for a successful future in marketing.
Alumni Spotlight
Noah Hunnell '24
Noah Hunnell '24, marketing major
Noah Hunnell is the marketing coordinator at Great Lakes Data Racks and Cabinets, overseeing all aspects of marketing for the company. His responsibilities include web design, event planning, social media support, and merchandising, ensuring a strong and consistent brand presence across various platforms.
Can you describe your current job and what your day-to-day responsibilities entail?
Working at a smaller company is fun and fast-paced. When in the office, I manage website updates, write blogs, support social media, and plan events. Outside of the office, I help with trade shows, gather social media content, and prepare products for events. There's always something new to do.
How do you think your college education contributed to your career success?
Penn State Behrend could not have prepared me better for my current role. I regularly think back to projects I completed during school that relate to my current work. In particular, classes with Dr. Ben Lee and Mr. Kevin Pratt involved a lot of real-world situations that I find highly beneficial now in my career.
What advice would you give to current students or recent graduates pursuing a similar career path?
Attend career fairs. Almost every internship, and even my current job, was made possible thanks to the career fair. It isn’t a waste of time; it's an amazing opportunity to gain more experience and step into the working world.
Student Spotlight
Lily Pulvino
Lily Pulvino '25, marketing major
Lily Pulvino has gained valuable experience through two internships at Erie Insurance, initially in Continuous Improvement and currently in Agency Relations & Sales Performance. Additionally, she served as an undergraduate research assistant for Dr. Ben Lee, further enhancing her academic and professional background.
What inspired you to attend Penn State Behrend, and how did you choose your major?
I chose Behrend because I’m from Erie, making it easy for me to commute to school. I always knew that I wanted to do something creative, and I chose Marketing because it’s the business major with the most creative opportunities.
How have you grown since starting at Behrend?
I’ve learned and mastered time management. Having part-time jobs and internships through school and still balancing a social life and hobbies is very important.
Have you had the opportunity to participate in any internships or hands-on learning experiences related to your major?
My current internship has provided hands-on learning experience related to my major and minor. During the past nine months, I’ve had the opportunity to manage and maintain databases, learn about recruitment strategies, and improve marketing processes.
What are your aspirations or goals after graduation?
My goal after graduation is to work full-time at Erie Insurance.
AMA Club Update
Photos (L-R, top to bottom): Marketing students attended the 2025 Sports Industry Networking & Career Conference in Washington, D.C., Feb 21-22, 2025. Jordan Morschhauser, Michaela Florence, and Mariam Irizarry-Perez in front of a statue of George Washington at George Washington University; in front of the Abraham Lincoln statue in Washington, D.C.; panelists at the Sports Industry Networking & Career Conference.
The AMA Club offers two types of student memberships. General membership is free and allows students to attend meetings and school events. The more immersive active membership, which requires a $29 subscription to the American Marketing Association (AMA), offers access to out-of-state events, case studies, and exclusive activities hosted by the AMA.
Last semester, club members hosted fun and interactive meetings, including inspiring speakers and friendly contests against other students. In February, three club members attended the prestigious Sports Industry Networking and Career Conference in Washington, D.C., hosted by George Washington University. This was an incredible opportunity to network, learn, and grow within the marketing and sports industries. The club plans more collaborations with clubs such as the Golf Club.
For more information on AMA at Behrend, please contact Mr. Kevin Pratt, club adviser.