Dr. Ann Veeck: Nearly three decades of research, teaching and growth

KALAMAZOO, Mich.—“I can say with certainty that choosing to build my academic career at Western Michigan University was the best professional decision I ever made,” says Dr. Ann Veeck, professor of marketing. After 28 years, Veeck is retiring with an impact in both research and teaching that is deeply felt by colleagues and students.

Veeck’s accomplishments are many and include:

• Research on changing family and food marketing systems in China: For over three decades, Veeck has worked with co-authors in China to study evolving family structures and food marketing systems. Using both qualitative methods (focus groups, interviews and shopping observations) and survey research, the work has been published in numerous journals and edited volumes. The research stream has allowed Veeck to document truly profound societal and consumption shifts.
• Co-author of Marketing Research: Veeck co-authored a university textbook Marketing Research with Alvin C. Burns, which is now in its 10th edition.
• Teaching and research recognition: Honored with the top Haworth College of Business awards for both teaching and research, Veeck also received WMU’s Distinguished Teaching Award in 2022.
   

What has excited Veeck most in her 28 years at WMU? “My heart has always been in teaching marketing research and marketing analytics,” she says. “The content of those courses is integrated into all aspects of marketing. While the core concepts remain stable, the technology and methods evolve so quickly that the material always feels fresh and exciting to teach.” 

The most rewarding part of teaching for Veeck has simply been the opportunity to work with WMU Haworth students. “I can honestly say that I’ve never met a WMU student I did not like. Their energy, courtesy and resilience have made every semester meaningful. I will miss them.”

The students who have been impacted by Veeck have felt the genuine care and consistent high expectations she has for them. “I hope my students leave with a deep appreciation for the power of scientific research,” she says. “Understanding how to properly conduct research and interpret data to uncover new knowledge is a vital skill. I also want them to recognize why statistical significance truly matters in the real world. Most of all, I hope our students embrace lifelong learning and remain curious, thoughtful and open to new ideas.”

Veeck’s approach to lifelong learning is something she has embraced every day in the classroom. “My biggest takeaway as an instructor has been how much I have learned from my students. Teaching is never a one-way process. The classroom has continually challenged me to refine my thinking, update my teaching methods and industry knowledge, and grow alongside each new cohort of students.”

Grateful for the support of her colleagues, Veeck values the team she has worked with throughout her career. “I have truly loved every day spent with the wonderful people of the Haworth College of Business. My colleagues in the Department of Marketing have been a constant source of joy and intellectual inspiration. I have learned so much through our collaboration in both research and teaching.”

Veeck highlights the respect and support of the Department of Marketing chairs Dr. Andy Brogowicz, Dr. Steve Newell, Dr. Mushtaq Luqmani and Dr. Kelley O’Reilly as key to her success as an academic. Dr. Zahir Quraeshi was a champion of her work in China as director of the college’s Global Business Center. And Veeck counts herself lucky to have worked alongside Jessica Pelkey and Lisa Youtzy whose professionalism and dedication made her job “much easier and more fun.”

In retirement, Veeck will be continuing her research, looking forward to doing that work without the pressure of stringent deadlines or competing responsibilities. 

“I am very grateful to have spent my career alongside such brilliant colleagues and remarkable students,” she says. “It has been fun.”

Learn more about the Haworth College of Business.

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