Fac Staff Detail

Professor Schmitt researches, teaches, and advises corporations on creative strategy, branding, and customer experience management. Schmitt's books include Big Think Strategy, Customer Experience Management, and Experiential Marketing, which have been translated into more than 20 languages. He teaches the course Managing Brands, Identity and Experiences, and won an award for innovation in the classroom for the course Corporate Creativity. He has also taught several other courses including Market Innovation, Consumer Behavior, Advertising Management, Nonprofit Marketing, Luxury Goods Marketing as well as the Marketing core course. He has held visiting appointments in China, Germany, Poland, South Korea, and Singapore. Schmitt's research focuses on language in consumer behavior, experiential marketing, brand management and international business. His research has been published in leading marketing and psychology journals including Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: Applied.

• Spring 2012
  Managing Brands, Identity & Experience (MBA)
  
• Fall 2011
  Managing Brands, Identity & Experiences (EMBA)
  
• Spring 2011
  Managing Brands, Identity & Experience (MBA)
  
• Fall 2010
  Managing Brands, Identity & Experiences (EMBA)
  
• Spring 2010
  Managing Brands, Identity & Experience (MBA)
  Market Innovation (EMBA)
  
• Fall 2009
  Managing Brands, Identity & Experience (MBA)
  Managing Brands, Identity & Experiences (EMBA)
  
• Fall 2008
  Managing Brands, Identity & Experiences (EMBA)
  Market Innovation (EMBA)
  
• Spring 2008
  Managing Brands, Identity & Experience (MBA)
  

Brand Identity: Brand Naming Process and Brand Linguistics in an International Context In Next Practices in Marketing: Brand Management (2012) Coauthor(s): Bernd Schmitt, Shu Zhang

Brand Experience: Managerial Applications of a New Consumer Psychology Concept In Cracking the Code (2011) Coauthor(s): J. Josko Brakus, Bernd Schmitt, Lia Zarantonello

Bridging Theory and Practice: A Conceptual Model of Relevant Research In Cracking the Code: Leveraging Consumer Psychology to Drive Profitability (2011) Coauthor(s): Bernd Schmitt

Managing a customer experience project In Customer experience management: Lessons and insights for the cable industry (2010) Coauthor(s): Bernd Schmitt

Linguistic Effects on Consumer Behavior in International Marketing Research In Handbook of Research in International Marketing (2003) Coauthor(s): Shi Zhang, Bernd Schmitt, Hillary Haley

Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? In Journal of Marketing (2009) Coauthor(s): Bernd Schmitt, J. Josko Brakus, Lia Zarantonello

Activating Sound and Meaning in Brand Name Evaluations: The Role of Language Proficiency in Bilinguals' Differential Processing In Journal of Consumer Research (2004) Coauthor(s): Shi Zhang, Bernd Schmitt

Creating Local Brands in Multilingual International Markets In Journal of Marketing Research (2001) Coauthor(s): Bernd Schmitt, Shi Zhang

Handbook on Brand and Experience Management In (2009) Coauthor(s): Bernd Schmitt, David Rogers

Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind. In (2007) Coauthor(s): Bernd Schmitt

There's No Business That's Not Show Business: Marketing in an Experience Culture In (2004) Coauthor(s): Bernd Schmitt, David Rogers

Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers. In (2003) Coauthor(s): Bernd Schmitt

Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands In (1999) Coauthor(s): Bernd Schmitt

Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image In (1997) Coauthor(s): Bernd Schmitt, Alex Simonson

From function to form: Consumer association to functionalist and experiential architectures In Working paper (2010) Coauthor(s): Bernd Schmitt, Alan Meyer

Selecting the right brand name: An examination of tacit and explicit linguistic knowledge in name translations In Working paper (2010) Coauthor(s): Bernd Schmitt, Shi Zhang

Brand experience's role in event marketing In Working paper (2010) Coauthor(s): Bernd Schmitt