Author: Matt Waldman


Charlotte H. Mason has been named the new Marketing Department head at the University of Georgia's Terry College of Business, pending approval by the University System of Georgia Board of Regents.

She will also serve as director of the Master of Marketing Research program, an internationally recognized graduate program administered by the college's Coca-Cola Center for Marketing Studies.

Mason, an authority on development and estimation of marketing models, has been on the faculty of the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill since she earned her doctorate in business from Stanford University in 1985.

"Dr. Mason is an excellent researcher and outstanding classroom teacher with a proven track record of combining these talents to create quality educational programs recognized in the marketing field," said Robert T. Sumichrast, dean of the Terry College. "I am pleased she has accepted the position, and I believe she will be a great fit with the Terry College of Business."

Mason succeeds Rich J. Fox, who served as the interim department head and Coca-Cola Center director for the past year. Mason's appointment is effective August 1.

"I'm thrilled to be a part of Terry," Mason said. "The current faculty, programs and the Coca-Cola Center provide a terrific foundation on which to build and to establish a clear position of recognized excellence. I am looking forward to getting on board and rallying the great people and assets already in place to further build the reputation of the department and the school."

Mason's research on the development and estimation of marketing models spans product and customer management. Her initial research centered on product management concepts, such as forecasting demand for new products, adoption and diffusion of innovations, modeling brand perceptions and brand competition. As detailed customer data has grown increasingly available, she has shifted her focus to customer issues, including alternative estimation approaches for predictive models, customer valuation and strategic customer relationship management.

Her research has also contributed to her work in the classroom. She has taught classes at the undergraduate, MBA and PhD level, including 38 MBA sections in the past seven years alone, with a total enrollment of almost 1,400 students. Mason's Customer Relationship Management (CRM) course was one of the first full-time MBA courses of its kind, and she has been asked twice to speak at the American Marketing Association's Faculty Consortium about the design and teaching of CRM to MBA students. Duke, Cal-Berkeley and Emory are among the universities using her course notes and cases. Since 2005, Mason has taught a course on Customer Relationship Strategy and Practices for the Terry College's customized MBA program for IBM Global Business Services.

Mason has also spent 12 years teaching a doctoral course in multivariate statistics, which has drawn students across all disciplines and programs at UNC and Duke. She is known for making quantitatively rigorous courses accessible to even the "quantitatively reluctant" student through the use of practical exercises and hands-on analysis using real data and real tools.

Mason's service to UNC includes contributions to several committees and boards. She was coordinator of Kenan-Flagler's doctoral program in marketing (1990-1996), head of the customer and product management concentration for the school's daytime MBA program (1998-2008) and chairman of the Administrative Board of the Library (1995-1996).

Her professional service includes seats on several editorial boards. Mason serves on the advisory board of the Journal of Relationship Marketing (2005-present) and the editorial review board of the Journal of the Academy of Marketing Science (1997-present). She also sat on the editorial review boards of the Journal of Marketing Research (1993-2003) and Journal of Marketing (1990-1999).

Mason holds three additional degrees from Stanford: a master's degree in statistics in 1984, a second master's degree in industrial engineering and engineering management in 1978 and a bachelor's degree in industrial engineering in 1977.