Dr. Mary Beth McCabe

School of Business and Management
Marketing and Management

Contact Details

School of Business and Management

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 Antartica and self published a guide book on international travel.

Dr. McCabe currently teaches Marketing Management, Mobile Marketing, Services Marketing, E-marketing and Marketing Research in the School of Business and Management and is Lead Faculty for the Marketing Specializations in the BBA and MBA programs and the Mobile Marketing and Social Media Specialization in the MBA program.

McCabe is in her second year as Chair of the Education/Learning Committee of the San Diego MIT Enterprise Forum, and is active with the American Marketing Association locally and nationally. She has served as a Board Member of the San Diego Ad Club, where she has been an active member since 1982. She is involved with the Good News Clubs, serving at Sage Canyon Elementary School since 2005.

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 Annual Conference, Phoenix, Arizona.

Solar Careers and Orientation, American Solar Energy Society, May 2010

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.

Hispanic Marketing for Business, UCSDx, May 2010 seminar

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.

McCabe, M. Hispanic Marketing: Understanding Strategies and Applications for 2011, (2010, November). University of San Diego Global Business Strategies Seminar, San Diego, California.

McCabe, M. So Mo Lo: Social Mobile Location- Marketing, NATAS Pacific Southwest Region, May 2011

McCabe, M. (2011, July/August) Solar Pros at Work. Solar Today.

McCabe, M. (2011, August) Marketing to the Blue Collar Hispanic Male, 360 Retail Conference , La Jolla, CA

McCabe, M. and Corona, R, Marketing to Hispanics: Eco Friendly Behaviors.
International Business & Economics Research Journal. October 2011,Volume 10, Number 10

Corona, R, and McCabe, M.B., Acculturation in Marketing to Latinos in the US. Journal of Business and Economics Research, September 2011, Volume 9, Number 9

McCabe, M. (Nov 2011) ABC’s of Social Media NATAS Pacific Southwest Region

Solar Marketing Efficiency, PV America West Conference March 2012

McCabe, M.,Corona, R, and Weaver, R. Sustainability for Hispanics in California: Do they Really Care? Institute of Business Finance and Research , May, 2012

McCabe, M, Corona, R, and Weaver, R. Hispanics and their Solar Energy Adoption Patterns, World Renewable Energy Forum, May 2012.



McCabe, M, Corona, R, and Weaver, R (2012, November/December) Five Insights for Marketing Solar to Hispanics. Solar Today.