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Keith Ferguson

Email: fergu327@broad.msu.edu
Fixed-Term Faculty
Department: Marketing
Office:
 North Business Building
632 Bogue St Rm N370
East Lansing, MI 48824
Phone: (616) 558-6481
Curriculum Vitae
Areas of Expertise
  • Biography
    Keith 'Ferg' Ferguson is a Professor of Practice in the Master of Science in Customer Experience Management (MS-CXM) program, teaching MKT 880 - Consumer Decision Making and Behavior. He is also an Associate Lecturer and Entrepreneur-in-Residence in the Department of Marketing at Florida State University. 

    Ferg brings to his classroom real-world experience from 20 years in B-2-C having started and operated several small businesses including a restaurant, three retail liquor stores, a construction company, a property management group, and more recently Marketing Doctor Publishing and Consulting LLC.  He also has 5 years of B-2-B experience in medical device sales.     His accomplishments include having published several articles on consumer behavior in various marketing journals and presentations at academic conferences. He has also taught consumer behavior at MSU and other institutions. 

    In addition, his real world experience is used in the course to provide students with real-world examples to make the material more relevant and relatable.     Ferg practices CXM by being very student centric. This focus on student success and providing a positive experience has resulted in winning departmental, college of business, and university teaching awards.  He finds immense joy working with industry professionals and teaching how CXM and consumer behavior gives organizations a competitive advantage.
  • Education
    D.B.A. Marketing 2014, Kennesaw State University
    M.B.A. Marketing 2010, Western Michigan University
    B.A. Marketing 1985, Alma College
  • Publications
    Article
    Smith, D.R., Hair, J.F., & Ferguson, K. (2014). An investigation of the effect of family influence on Commitment-Trust in retailer-vendor strategic partnerships. Journal of Family Business Strategy, 5 (3), 252-263.
    Article
    Hopkins, L., and Ferguson, K.E. (2014).  Looking forward:  The role of multiple regression in family business research. Journal of Family Business Strategy, 5 (1), 52-62.
    Article
    Ferguson, K. E., Hair Jr, J. F., Silva, R. V., Oliveira-Brochado, A., Mollah, H., & Musharuf, M. (2017). Consumer perceptions of sustainability: an exploratory study. International Journal of Business, Marketing, and Decision Sciences, (1).
    Book
    Ferguson, K.E., Sztykiel, J., and Ingram, M. (in press).  Contemporary Product Development: A Focus on Innovation, GT-MAP.  Cognella, San Diego, CA.
    Book
    Ferguson, K.E. and Hopkins, L. (in press).  The Great Facilitator.  Reflections on the Contribution of Joseph F. Hair Jr. to Marketing and Business Research.  Springer
    Article
    Binz, C. A., Ferguson, K. E., Pieper, T. M., & Astrachan, J. H. (2017). Family business goals, corporate citizenship behaviour and firm performance: disentangling the connections. International Journal of Management and Enterprise Development, 16(1-2), 34-56.

    Article
    Ferguson, K.E., and J.,L., Jackson (2022). Using Invitational Theory and Practice as a Framework for Optimizing Marketing Education. The Journal of Invitational Theory and Practice, 28, 31-44.
    Book
    Ferguson, K.E. (2022).  An Introduction to Entrepreneurship:  An Applied and Theoretical Approach.  Cognella, San Diego, CA.
    Book
    Ferguson, K.E., Ingram, M. and Sztykiel, J., (2023).  Contemporary Product Development: A Focus on Innovation.  Second Edition.  Cognella, San Diego, CA.
    Article
    Elsworth, J., Ferguson, K.E., Kirca, A., Miller, J., & Yidiz, H. (2020). The Home Depot: A digital transformation for customer experience.  Ivey Publishing.
  • Courses
    • MKT 300: Managerial Marketing
    • MKT 302: Consumer & Organizational Buyer Behavior
    • MKT 351: Retail Management
    • MKT 410: Product Innovation/Management
    • MKT 313: Consultative Selling
    • MKT 327: Introduction to Marketing
    • MKT 460: Marketing Strategy
    • MKT 880: Consumer Decision Making and Behavior
    • MGT 843: Entrepreneurship and Innovation
  • Awards
    • 2017 Broad Integrative Fellow
      The Fellowship was designed to develop more integrative thinking and teaching among the Broad College Faculty with the long-term objective of enhancing the college's teaching and learning culture. 
    • 2017-2018 Eli Broad Outstanding Undergraduate Teaching Award
      This award is given to Instructors that are rated in the top 10% of all faculty in the Broad College
    • 2017-2018 Eli Broad Outstanding Undergraduate Teaching Award
      This award is given to Instructors that are rated in the top 10% of all faculty in the Broad College
    • 2017-2018 Eli Broad Outstanding Undergraduate Teaching Award
      This award is given to Instructors that are rated in the top 10% of all faculty in the Broad College
    • 2021 Outstanding Undergraduate Specialized Faculty Teaching Award at Florida State University
      Recognized for outstanding teaching, difficulty of classes, and student success as determined by GPA
    • 2022 Florida State University Teaching Award in the Major (Undergraduate) at Florida State University
      The university wide award recognizes only 3 professors for their teaching excellence providing a positive role model for students and imparting a respect for truth and love of learning.
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