Karen Kennedy

Dr. Karen Kennedy serves as Senior Associate Dean and Professor of Marketing in the Collat School of Business (CSOB) at the University of Alabama at Birmingham. With over 10 years of marketing management experience prior to earning her PhD, she brings practical expertise to her academic role. As Senior Associate Dean, Dr. Kennedy leads work in academic programs at both graduate and undergraduate levels as well as Professional Education. She has significantly contributed to the development of corporate partnerships, online programs, professional education initiatives, new majors, certificates, and innovative graduation paths at CSOB.

Dr. Kennedy's educational background includes:

• Doctor of Philosophy in Marketing from the University of South Florida (1997)
• Master of Business Administration from Georgia State University (1988)
• Master of Science in Apparel and Textiles from Florida State University (1980)

Dr. Kennedy's research focuses on the intersection of marketing theory and practice, with particular emphasis on market orientation, customer relationships, and organizational dynamics. Her work explores how cultural shifts within organizations impact performance and how customers' evolving roles shape business strategies. She has published extensively in leading marketing journals including the Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of Personal Selling and Sales Management. Her research bridges academic theory with practical business applications, particularly in business-to-business contexts.

Dr. Kennedy's scholarly output reveals a consistent focus on understanding market orientation from multiple perspectives - including managers, salespeople, and customers. Her work spans traditional marketing domains while increasingly incorporating healthcare contexts, reflecting interdisciplinary applications of marketing principles. A notable trend in her recent research involves examining how digital transformation affects buyer-seller relationships and information exchange. Her publications demonstrate a strong commitment to methodological rigor while addressing practical business challenges faced by organizations.

Throughout her academic career, Dr. Kennedy has been actively involved in mentoring students and developing educational programs. Her teaching interests include Marketing Strategy, Personal Selling, Sales Management, Negotiation, and Professional Development at undergraduate, MBA, and Executive levels. She has taught courses such as Strategic Marketing (MK450) and Professional Development (BUS305) consistently over multiple semesters. Her administrative leadership as Associate Dean has enabled her to shape curriculum development and foster corporate partnerships that enhance student learning experiences.