Nicole Beachum

Nicole Beachum
Assistant Professor

Assistant Professor (P), Mktg, Ind Distr, & Econ , Collat School of Business

Overview

Nicole Beachum is an Assistant Professor of Marketing at the University of Alabama at Birmingham. She holds a Ph.D. in Marketing from the University of South Alabama. Her research has appeared in the Journal of Services Marketing and Go-To-Market Strategies for Women Entrepreneurs. Nicole has been in digital marketing for 13 years, starting out as a freelance writer and ultimately created and ran a digital marketing agency before going into academia. She has a sweet 5-year-old daughter who is adopted through foster care and a love for all things coffee.

Selected Publications

Academic Article

Year	Title	Altmetric
2023	Simulations or Client Projects? Aligning Social Media Skills Development to Industry Expectations. Journal of Marketing Education. 2023
2020	The value disruption of uncivil other-customers during online service recovery. Journal of Services Marketing. 34:483-498. 2020

Chapter

Year	Title	Altmetric
2019	Shattering the Entrepreneurial Glass Ceiling Through Social Media 2019

Research Overview

My research interests have continued to evolve as my intellectual curiosity has fueled my desire to solve present-day marketing problems. My current research interests fall into three categories: 1) services marketing, 2) social media marketing, and 3) the intersection of sales and marketing. I am also developing an interest in artificial intelligence (AI) and big data, as these two areas continue to influence the field of marketing. As seen in my CV, my primary marketing journal targets include the Journal of Business Research, Journal of Services Marketing, Industrial Marketing Management, and Journal of Marketing Theory and Practice. My goal is to focus my research on relevant marketing problems and aim for the best journals in my field.

Teaching Overview

Over the years of running a digital marketing agency, I have interviewed many marketing graduate applicants for our positions. I found that they held conceptual understandings of marketing without much knowledge of being able to apply those concepts or adapt to an age of digital marketing and advertising. A heart for helping students, coupled with a clear need for students to leave our universities better equipped to create and execute marketing strategies, led me to academia. Throughout my experience of teaching at both public and private universities, I have had the opportunity to instruct a variety of marketing classes in both online and face-to-face formats. My teaching philosophy stems from a combination of teaching and professional experiences. I have received consistently high student evaluations with the following three areas contributing to my success: 1) relevant projects, 2) industry experience, and 3) mentorship focus.