Marketing that makes a difference: Q&A with Dr. Ann Veeck
KALAMAZOO, Mich.—Dr. Ann Veeck, professor of marketing, was honored this fall with Western Michigan University’s Distinguished Teaching Award. For nearly 25 years, she has put heart into marketing, making resonant connections with students and colleagues on both micro and macro levels.
Along with her work in the classroom, she has studied the food marketing systems of China and conducted field projects in various cities+ including Nanjing, Beijing, Yangzhou, Changchun and Shijiazhuang. Her research from these studies has been published in many journals, and she is the co-author of the textbook "Marketing Research" (Pearson Press, 2020). Veeck has taught in China, the Dominican Republic, Singapore and Italy.
Veeck was nominated for the award by her colleagues and current and former students.
Q&A with Dr. Ann Veeck
Q: Could you describe your journey at Western Michigan University and what it has meant to you to be a professor of marketing for nearly 25 years?
A: Accepting my position as a marketing professor at WMU is one of the best decisions I’ve ever made. I love my colleagues in the Department of Marketing and the students that I’m fortunate enough to encounter. I love being part of a lively university community, full of wonderful activities, such as lectures, arts performances and athletics.
Q: What does it mean to you to receive WMU’s 2022 Distinguished Teaching Award?
A: For me, there is no greater honor than to be recognized for my teaching at the university level. The award was a complete surprise because colleagues and students submitted my nomination without my knowledge.
Q: In your own words, how have you impacted marketing courses at WMU Haworth? What has been the most fulfilling aspect of teaching, and what continues to excite you about teaching, students at Western?
A: I very much enjoy teaching quantitative skills to students. I like to break down statistical and analytical concepts in multiple ways with the goal of reaching every student. If a student does not do well in my class, I take it personally. The most fulfilling aspect of teaching at WMU is, of course, being with students. I can honestly say that I’ve truly liked all of the students I’ve taught in my career.
Q: Apart from receiving this award, what would you say is one of your greatest professional accomplishments?
A: Collaborating with Chinese and U.S. colleagues, I’ve studied changes in food systems in China for the last twenty-five years. I’m proud of the systematic and multi-faceted ways that we’ve tracked these remarkable changes. I revere the intellectual foundations of universities, and I believe strongly in the connections between high-quality research and high-quality teaching.
Q: What is one lesson you hope stays with students after they take your courses? This could be actual teaching material or something more general related to your professional or personal journey.
A: Above all, I want my students to love to learn and to continue to love to learn for their entire lives. I want students to know that that all disciplines are inextricably related and that no learning is wasted.
Q: What legacy do you hope to leave at Western? What legacy do you hope to leave at WMU Haworth?
A: The legacy that I hope to leave is simple: that I cared about my students and my colleagues at WMU and the Haworth College of Business.
driven by student success
Veeck’s longstanding career at WMU Haworth has gone through many iterations, but her passion for the field is steadfast, adds Dr. Kelley O’Reilly, chair and professor of marketing.
“I am so delighted that Dr. Veeck was recognized with this award based on Ann’s excellent contributions, guidance and leadership that she brings to the classroom in support of students, our marketing programs, our department, our college and the University,” says O'Reilly.
O’Reilly continues with, “Dr. Ann Veeck is a phenomenal teacher and is keenly focused on driving student success. The marketing department is so fortunate to have Dr. Veeck's teaching expertise and her passion for student success—she is an amazing mentor and role model.”
Her dedication is palpable for current and former students, too. Jack Szott, B.B.A.’19, M.S.A.’20, reflects on his interactions with Veeck in his courses with her.
“Dr. Veeck is the ideal example of a professor who puts the student experience above all. Through a passion for sharing knowledge and promoting creativity, her courses naturally inspire students to grow. Whether it was related to class, career advice, or upcoming plans, Dr. Veeck consistently took time out of her day to talk with students and invest in their goals. Personally, Dr. Veeck has been an invaluable mentor and amongst many lessons, she’s shown me the importance of gratitude, humility, and a sense of humor in all aspects of life,” says Szott.
Veeck will be teaching a few courses in the spring 2023 semester: Marketing Research (MKTG 3710) and Food Marketing Analytics (MKTG 3921). Sign up for these courses during the spring 2023 registration schedule.
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