Debra Laverie Chosen as AMS Outstanding Marketing Teacher
Author: Donneva Crowell
Dr. Debra Laverie, Associate Professor of Marketing for the Rawls College of Business, has been selected as a winner in the 2003 Academy of Marketing Science (AMS) Outstanding Marketing Teachers Competition.
The Academy of Marketing Science Board of Governors' panel selected four winners: Laverie from Texas Tech, Neeli Bendapudi from Ohio State University, Bobby Friedman from the University of Georgia, Naresh Malhotra from Georgia Tech University. The four winners will be formally recognized at the 2003 AMS annual conference held at the Wyndham Washington, in Washington D.C. from May 28--May 31.
Dr. Robert Wilkes, Marketing Area Coordinator said of Laverie, "Certainly her performance in this regard is perfectly consistent with the Departmental Excellence in Teaching Award that the Marketing Department garnered this past year from Texas Tech University."
In his nomination letter for Professor Laverie, Dr. Wilkes stated that by "shunning traditional concepts of learning, she incorporates the concept of active learning in the classroom with enviable success." He goes on to say, "Her students are enthusiastic about learning, willing participants in the learning process, and deeply appreciative of her efforts to promote their personal learning growth through the demanding, yet encouraging, environment that she creates."
Dr. Laverie says she focuses on teaching for understanding. "Despite teaching in large sections (150-200 students) I do not rely on carefully crafted lectures. Clearly this type of teaching is the easiest and most economical approach with a large section," she says. "However, I believe that this type of teaching would leave a lot of students without a true feel for marketing in a dynamic environment. I firmly believe that for students to grasp the complexities that face marketers today, they need to apply their own effort to wrestle with marketing situations and to organize, synthesize, integrate and apply information to suggest solutions for common problems faced by marketers."
Laverie believes active learning is any class activity that "involves students in doing things and thinking about things they are doing." According to her, active learning activities include discussion, case analyses, cooperative learning, debates, role-playing and in-class exercises. "I believe active learning increases the retention of course material and the ability to analyze and solve marketing problems," she says. "To foster active learning, interactive lectures are combined with the use of exercises, cases and projects in my courses. The activities are designed to enhance the depth of student learning. Students are challenged to connect theory and practice, integrate key concepts, and generate new learning through the activities."
Dr. Laverie, who has been with Texas Tech since 1995, has a BA from Saint Mary's College, an MBA from the University of Notre Dame, and a PhD from Arizona State University. She has received numerous teaching awards while at Texas Tech, including the Departmental Excellence in Teaching Award, Best Instructor at Texas Tech University, All University Advisor of the Year, and most recently, Honorary Member of Golden Key Honor Society. In addition to teaching and research endeavors, Laverie is also the faculty advisor for The Marketing Association (TMA).