Curtis B. Matthews

Curtis B. Matthews is a Lecturer in Marketing at Indiana University South Bend's Judd Leighton School of Business and Economics, bringing 15+ years of Dallas/Fort Worth industry experience in marketing, advertising, and public relations to his academic role. Previously, he served as assistant and associate professor at Kansas State University, High Point University, and Ball State University.

His education includes:

• PhD in Mass Communication from Texas Tech University
• MA in Mass Communication from Texas Tech University
• BA in Advertising/PR with Marketing minor from Texas Tech University

Research centers on IMC dynamics, advertising effectiveness, and consumer psychology. Key investigations include repetition/frequency effects in IMC campaigns, storytelling's dual impact on message liking (Attitude [AD]) versus lasting change (Attitude [BR]), multi-channel persuasion mechanics, and industry skill assessments for IMC professionals. His work bridges theoretical frameworks with practical marketing applications.

Teaching spans Advertising, Marketing Strategy, Consumer Behavior, and Social Psychology applications. Courses include BUS-M415: Advertising & IMC, BUSB-M544: Advertising and Sales Promotion, and BUS-M301: Intro to Marketing Management (online/in-person). Industry background as account planner, strategist, and insight generator informs his pedagogy.

No scientific awards or major grants were documented. His mentorship focuses on preparing students for marketing careers through real-world case studies and industry-aligned skill development.