Following three decades of strategic marketing, creating and implementing innovative electronic media campaigns for Fortune 1000 companies such as Novartis, J.C. Penney, American Airlines, Chevron, and Weyerhaeuser, Dr. Mary Beth McCabe joined National University as Full-time Assistant Professor in the School of Business and Management in 2010 as Lead Faculty, Marketing, following three years as Adjunct Faculty.
McCabe received the Lifetime Achievement Award in Hispanic Marketing from the San Diego Advertising Club in 2009. She owned and operated Sun Marketing since 1993, and prior positions were in television sales at KUSI-TV, San Diego and Univision affiliated WCIU-TV Chicago.
She has been a Professor at the University of California, San Diego Extension since 1985, where she taught onsite and online courses in Advertising, Global Marketing, and Marketing Research. She has also taught Marketing and Advertising at the University of San Diego, San Diego State University, and other regional universities.
Dr. McCabe has taught Global Strategic Marketing as Guest Instructor at National Chengchi University, Republic of China, as well as Taiwanese MBA candidates visiting the US. She has travelled independently to every continent but Antarctica and self published a guide book on international travel.
Dr. McCabe currently teaches Marketing Management, Global Marketing, Services Marketing, E-Business, and Marketing Research in the School of Business and Management and is Lead Faculty for the Marketing Specialization in the BBA and MBA programs.
Service:
McCabe is in her second term as a Governor of the National Academy of Television Arts and Sciences, Pacific Southwest, and a member of the American Marketing Association. She has served as a Board Member of the San Diego Ad Club, where she has been an active member since 1982. McCabe serves on the Public Relations committee of JDRF, San Diego, and has been involved in promoting California Rural Legal Assistance (CRLA) since 1998.
Research:
McCabe, M. Hispanic Marketing 101 (2006, May). Morning Keynote Presentation, San Diego Ad Club’s Hispanic Marketing Day, San Diego, California.
McCabe, M. Latinos….Niche Market or Serious Business. (2006, July). Paper presented at Latino Business Owners Association, Lakeside, California
McCabe, M. Panel Moderator, San Diego Ad Club Hispanic Marketing Day Workshops, (2008, May). San Diego, California.
McCabe, M. Selling Hispanic Radio During a Recession. (2008, May). Paper presented at National Radio Ink Conference, Miami, Florida.
McCabe, M. Hispanic Marketing: Past, Present, And Future. (2008, October). Keynote, Southern California Marketing Research Association. San Diego, California.
McCabe, M, Masia, S. A Day in the Solar Work Life (2009, July/August). Solar Today p. 26-31.
Merry, L., and McCabe, M. PV 101: Photovoltaics and Marketing. (2009, October). Solar Power International, Anaheim, California.
McCabe, M. Hispanic Marketing: Understanding Strategies and Applications for 2010, (2009, November). University of San Diego Global Business Strategies Seminar, San Diego, California.
McCabe, M. Social Media as a Low Cost Marketing Tool (2009, December). Presented at Jacobs Center for Neighborhood Innovation, San Diego, California.
McCabe, M. Measuring Success: Effectiveness of Your Solar Marketing, (2010, May). American Solar Energy Society National Conference, Phoenix, Arizona.
McCabe, M. Social Media as a Low Cost Tool for Broadcasters (2010, May). Seminar Moderator/Presenter at KGTV for National Academy of Television Arts and Sciences, Pacific Southwest, San Diego, California.
Bihn, D., Masia, S, McCabe, M. Living the Solar Work Life. (2010, July/August). Solar Today p. 28-33.
McCabe, M, Merry, L. Resale Market Value of Residential Solar (2010, August). Journal of Sustainable Research, Industry Perspectives http://www.costar.com/josre/pdfs/ResaleMarketValueofResidentialSolarPVfinalfull_McCabe_5-14-10.pdf
McCabe, M. Growing Solar Markets. (2010, October). Panel Presenter, Solar Power International, Los Angeles, California.
McCabe, M. Marketing Your Solar Business (2010, October). Seminar Presenter, California Center for Sustainable Energy, San Diego, California.
Publications:
McCabe, M., Corona, R., (2011) Marketing to Hispanics: eco friendly behavior patterns, International Business & Economics Research Journal (Volume 10, Number 10).
Corona, R., McCabe, M., (2011) Acculturation In marketing to Latinos In the US, Journal of Business & Economics Research. (Volume 9 Number 9)
Doctor of Business Administration (DBA) Marketing,
United States International University, San Diego, California, 1988.
Master of Business Administration (MBA) Marketing,
DePaul University, Chicago, Illinois, 1982.
Bachelor of Arts (BA) Communication Arts,
University of Dayton, Dayton, Ohio, 1978.