Dr. JoAnn Atkin: Coaching students to success for 24 years

KALAMAZOO, Mich.—“Use your powers for good.” This concept is one that Dr. JoAnn Atkin (“Dr. J”), associate professor of marketing at Western Michigan University, emphasizes with all her students. It’s been a guiding principle in Atkin’s teaching for 24 years at Western. Atkin will retire this summer.

Before becoming an academic, Atkin was a skilled advertising and marketing executive. She first entered the business world in a retail setting as a teenager. She began cashiering and worked her way up into store management during her undergraduate years. After college graduation, she transitioned to the advertising industry as an account executive. She held a role as a research analyst for a direct marketing firm and also did marketing research consulting during her graduate education before landing a faculty position at WMU Haworth.

Recognized for her talent in the classroom and in faculty service, Atkin stands out as one of the most supportive faculty members at WMU. Her awards are many and include:

• Haworth College of Business Faculty Service Award in 2017: Recognizing Atkin’s service commitments on a variety of committees and key initiatives.
• Haworth College of Business Faculty Teaching Award in 2018: Highlighting Atkin’s teaching excellence.
• Consecutive “Most Valuable Professor” awards issued between 2017-2020 by the WMU Athletic Department: Based on input from student-athletes, Atkin was recognized as supporting the personal and professional development of student-athletes and received on-field recognition at Homecoming 2023 as the “Faculty All-Star of the Game.”

Her ability to connect has defined her career with roles as a faculty advisor for both AdClub and the American Marketing Association. “The relationships formed through my service work with student organizations stand out as a highlight of my career. I’ve generated friendships that span decades, and these connections pay dividends, with many WMU Haworth alumni and partners returning to campus time and time again to inspire and mentor the next generation of marketing leaders.” 

Always looking for innovative ways to engage students, one of Atkin’s proudest accomplishments was forming an in-house marketing agency “Bronco Connect” with colleague Lisa Garcia, who now serves as WMU’s associate vice president for external partnerships. 

Bronco Connect projects ranged in scope from secondary research to developing full marketing plans with creative execution and implementation. The in-house agency completed 20 projects, employed 50 interns and generated over $100,000 in revenue. It is just one example of how Atkin helped students achieve real-world experience and build their capabilities and their resumes. 

After teaching thousands of students throughout her tenure in 10 different courses, Atkin reflects on what matters most, “Playing a role in a student’s personal and professional growth is the most rewarding part of being a professor,” she says. Capstone courses are among Atkin’s personal favorites to teach because the courses are a mentoring environment that involves client interactions or preparation for national case competitions.

Focused on helping students bring their dreams to reality, Atkin has many fond memories at WMU Haworth. “Every year something magical happens that gets stored in my memory bank,” she says. “Any time I’ve had the privilege to witness students accomplishing their goals—on or off the field—it is a blessing. Keeping in touch with students after they graduate is extremely rewarding. Relationships that last decades are something you can’t put a price tag on.”

Atkin is a legendary faculty member because she creates traditions and connections that go far beyond Schneider Hall. Notable among these is encouraging students ensure all branded gear worn in her classes represents WMU. 

A long-time hockey season ticket holder, she has relished getting to know the hockey players—as students and athletes. “We started a tradition of bringing in cupcakes on Monday mornings to Lawson for the team after a weekend ‘sweep’ of any opponent, and that was a lot of cupcakes in the 2024-25 season. The relationships we've gained being around the players, coaches and their families have been highlight-reel worthy.” 

Atkin jokingly says she has “no plans” for her retirement but notes that she is a #Bronco4Life. 

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