Lisa Scribner
Dept Chair
Dr. Lisa Scribner has been with UNCW since 1997. She specializes in international marketing, consumer behavior, and digital marketing strategy, and has extensive experience teaching in global programs across Europe and Latin America. Her research explores sales education, experiential learning, cross-cultural consumer behavior, and transformative service experiences, with publications in leading journals such as Journal of Marketing Education, Journal of Service Management, and British Food Journal. Dr. Scribner is also an Honorary Professor of International Marketing and Consumer Behavior at Hochschule Bremen in Germany and actively contributes to curriculum innovation and international academic collaboration. She received certifications from Harvard in Case Method Teaching in 2018 and 2020.
She also holds a Certified Digital Marketing Professional certificate from the DMA Institute and AMA.
Education
Ph.D. in Marketing, University of South Carolina
B.A & B.S. in Marketing and Spanish, Ball State University
Research Interests
Dr. Lisa Scribner’s research focuses on the intersection of marketing education, consumer behavior, and intercultural dynamics in service and sales contexts. Her scholarly contributions reflect a commitment to improving pedagogical practices, understanding stakeholder perceptions, and exploring cultural influences on marketing strategies. Key areas of interest include:
Sales Education & Curriculum Development
Investigating how academic sales programs can better align with the evolving demands of the modern sales environment, including stakeholder perceptions and value creation within university sales centers.
Experiential Learning in Marketing Education
Evaluating the effectiveness of simulation-based versus client-based projects in digital marketing analytics courses, with a focus on student engagement and learning outcomes.
Transformative Service and Crisis Management
Exploring how service experiences—particularly during crises—can be enhanced through organizational support, supervisor behavior (e.g., humor), and customer delight.
Cross-Cultural Consumer Behavior & Communication
Analyzing cultural differences in consumer value perceptions, advertising content, and service encounters, especially in tourism and food marketing contexts.
Honors & Awards
Recipient, UNCW Chancellor's Teaching Excellence Award