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Key International Accomplishments—Therese Wilbur

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Key International Accomplishments—Therese Wilbur Therese K. Wilbur University of Southern California Marshall School of Business 3660 Trousdale Parkway, 306P Los Angeles, CA 90089-0443 310-600-5941 Academic Experience: University of Southern California, Marshall School of Business Associate Professor of Clinical Marketing, March 2014-Present Assistant Professor of Clinical Marketing, January 2006-March 2014 Undergraduate Course Experience includes: BUAD 491: Marketing Honors, Senior Project MKT 405: Integrated Marketing Communication: Advertising & Promotion Design MKT 406: Practicum in Advertising & Promotion Design, 2 different executions MKT 410: Professional Selling MKT 445: New Product Development & Branding MKT 446: Practicum in New Product Development & Branding Graduate Course Experience includes: MKT 565: 2013 Global Marketing for Branding, IBEAR MBA program Co-Faculty: GSBA 580: 2015 PRIME Country Session for Hanoi/Bangkok, Full-time MBA program GSBA 580: 2012-2013 PRIME Country Session for Taipei/Shanghai, Full-time MBA program GSBA 582: 2014 PM Globe Country Session for Shanghai, Part-time MBA program Curriculum Development: MKT 446, Practicum in New Product Development and Branding, Spring 2008 Developed and executing an interdisciplinary course where marketers, designers and electrical engineers work on product development teams. The teams develop a branded product from concept to works-like and looks-like prototypes, along with a marketing launch plan. MKT 406, Practicum in Advertising and Promotion Design, Spring 2008 Integrated the American Advertising Federation’s (AAF) National Student Advertising Competition as a platform for the course Established USC’s AAF chapter and renew it annually Developed agency structure and milestones to support competition deadlines Completed AAF’s requirements for competition participation annually Publications: American Society for Engineering Education, Contributor to 2009 Paper, A Fully Interdisciplinary Approach to Capstone Design Courses Global Academic Experience: MBA PRIME Course, Co-Faculty Hanoi/Bangkok destination, Spring 2015 Selected to co-direct 7 MBA project teams on business projects for companies in Hanoi and Bangkok. Accompany teams to Hanoi and Bangkok in May where teams make final presentations and conduct additional corporate visits. Hanoi Corporate Sponsors: Ford, Piaggio, Son Tinh, IDG Ventures Bangkok Corporate Sponsors: United Nations Office of Drugs & Crime, Ananda Development, PRTR Shanghai/Taipei destination, Spring 2012, 2013 Selected to co-direct 6 MBA project teams on business projects for companies in Shanghai or Taipei. Accompany teams to Shanghai and Taipei in May where teams make final presentations and conduct additional corporate visits. Shanghai Corporate Sponsors: Green Tree Hotels, Kerry Properties, Lotus Supermarkets, V. Stone Capital Taipei Corporate Sponsors: HTC, Transcend, Giant Bicycle, Superbrand Mall MBA PM Globe Course, Co-Faculty, Spring 2014 Mentored 4 MBA Teams for international field study projects for: Disneyland Shanghai, YUM! Brands, Goodbaby International, Diageo Accompany teams to Shanghai in March for corporate visits. University of Science & Technology, Summer China Program, Beijing, China, 2012 Selected to teach Introduction to Marketing, Organizational Behavior & Management courses to Chinese undergraduate students Program format was intensive 4 week semester, equivalent to 4.0 unit credit transferable to U.S. undergraduate Institutions Inaugural program, sponsored and evaluated by the Chinese Government Ministry of Education Siam Cement Trading Company, Bangkok, Thailand Marketing Consultant Internship, Summer 1991 USC IBEAR MBA Program Researched and analyzed impact of NAFTA on Thai exports as well as identifying best opportunities for future export products. Presented research findings and strategic recommendations to senior management. Teaching Honors & Awards Golden Apple Teaching Award, Marketing Electives, Marshall School of Business, 2009. Elected by senior students as their favorite Marketing Department Professor for 2008-2009 Evan B. Thompson Innovation in Teaching and Learning Award, Marshall School of Business, 2009, Awarded from the Dean’s office for the interdisciplinary curriculum development and launch of the Practicum in New Product Development and Branding Honorary Lifetime Induction into Alpha Kappa Psi Business Fraternity, USC Chapter, nominated and voted on by student members, Spring 2013 American Advertising Federation, National Student Advertising Competition, District 15 Second place winner, Glidden Paint Campaign, Spring 2013 Honda Civic Coupe Marketing Competition, National Second Place Winner for Overall Campaign, Spring 2012 American Advertising Federation, National Student Advertising Competition, District 15 Second place winner, Nissan Campaign, Spring 2012 Chevrolet Campus Promotion Program, National First Place Winner for Overall Campaign, Spring 2011 Teaching Honors & Awards continued American Advertising Federation, National Student Advertising Competition, District 15 Second place winner, JCPenney Campaign, Spring 2011 American Advertising Federation, National Student Advertising Competition, District 15 State Farm Campaign, Spring 2010 American Advertising Federation, National Student Advertising Competition, District 15 Third Place winner, The Century Council Campaign, Spring 2009 American Advertising Federation, National Student Advertising Competition, District 15 First Place Winner, AOL Instant Messaging Campaign, Spring 2008; Represented District 15 and competed in National Competition in Atlanta, Georgia Subaru of North American Collegiate Achievement Award, National Second place Winner for Integrated Marketing Campaign, Spring 2007 Teaching Partnerships Employers Group, Branding Campaign, Spring 2015 Partner the MKT 406, Practicum in Advertising and Promotion Design, with Employers Group, a business to business HR consulting firm Class is established as a marketing agency with defined departments and roles which delivers a fully developed, executed and evaluated integrated marketing program during the semester Created project brief, participation agreement and overall structure for both the class and the client so student agency could develop, execute, and evaluate a campaign Campaign Results: Re-branded and re-positioned EG as Experts in Making HR Your Competitive Edge 3.4 million impressions, $352,500 value, ROI 99% Increased member interaction by 150% Developed recommendations and future insights on attracting non-members EdVenture Partners, Marketing Internship Program, 2006-2014 Partner the MKT 406, Practicum in Advertising and Promotion Design, with EdVenture Partners Marketing Internship Program, providing outside clients Class is established as a marketing agency with defined departments and roles which delivers a fully developed, executed and evaluated integrated marketing program during the semester Clients provide project brief, orientation, funding and attendance at key milestones EdVenture Partners provides client, an account coordinator, internship brief, guidelines and approvals, client specific website Client and Campaign Results: FBI, 2006: Take on a career as unique as you are campaign 4 million impressions, $30,000 value, 500 event attendees, 36 applicants Subaru, 2007: Beyond the Road campaign 4.5 million impressions, $24,000 value, 750 event attendees, 571 opt-in cards FBI, 2008: Wanted by the FBI campaign 775 thousand impressions, $300,000 value, 121 event attendees, 123 qualified applicants CIA, 2009: Discover the CIA campaign 57 million impressions, $1.5 million value, 173 event attendees, 55 applicants FBI, 2010: Think. Do. Live. FBI campaign 5.8 million impressions, $16,200 value, 158 event attendees, 207 qualified applicants Chevrolet, 2011: We Make History campaign 114,000 impressions, ROI 261%, 255 event attendees, 340 vehicle interactions, and 7% increase in purchase consideration Honda, 2012: The Civicized World campaign 100 thousand impressions, $22,400 value, 150 event attendees, 200 car interactions Honda, 2013: Fun Features, Serious Civic campaign 126 thousand impressions, $6,600 value, 220 event attendees, 500 car interactions AT&T, 2014: Calling All Innovators campaign 138 thousand impressions, ROI 173%, 247 event attendees, 39 Development Program Applicants University Service Committee on Undergraduate Programs, 2015-present Committee Chair, Outstanding Undergraduate Marketing Student Award, 2008-present Faculty Undergraduate Elective Advisor for Marketing Department, 2013-present National Society for Collegiate Scholars, Faculty Advisor, 2007-present Association of Integrated Marketing, Faculty Advisor, 2012-present Trojan Marketing Club, Faculty Advisor, 2015 to present Global Branding Center, Assistant Director, 2009-2012 American Advertising Federation, Faculty Advisor, 2008-2013 Committee for Interdisciplinary Curriculum, Faculty Member, 2012-2013 Committee for Marketing Undergraduate Electives, 2013-2014 Global Branding Center Presentation for Procter & Gamble, Clay Street Project Team, Spring 2011 Initiated and co-developed a confidential, strategic presentation for Procter & Gamble’s Innovation Lab: Clay Street Project Team. Presentation outlined proprietary research and possible marketing strategies related to a directive coming from the CEO. Global Branding Center Event, Forever Barbie Symposium, November 2009 Initiated, developed, funded and executed a 2 day symposium to celebrate the 50th Anniversary of the brand. Attended by over
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