• Contact Info

Waddell, Jay L Instructor


Research Areas research areas


research overview

  • Jay Waddell engages in consulting engagements for client organizations on a wide array of topics, including brand strategy, consumer insights, new product development, and brand positioning. His assignments span a range of categories, including higher education, travel and tourism, home care products, consumer packaged goods, food and beverage, technology, non-profits and healthcare.


  • Consumer behavior, brand strategy, new product development, innovation, travel, sustainability, product positioning, segmentation


courses taught

  • BASE 2104 - BCOR Applied Semester Experience
    Primary Instructor - Spring 2019 / Spring 2020
    Focuses on major business decisions integrating across business functional areas. Students complete multiple business projects drawing on knowledge and tools from previous BCOR courses. Recommended corequisites: BCOR 2301 2302, 2303 and 2304.
  • BCOR 2201 - Principles of Marketing
    Primary Instructor - Fall 2019
    Focuses on developing a core marketing toolkit for future business professionals. The tools help identify, reach, motivate, and satisfy customers. The course includes both the strategic perspective and the tactical execution of the 4 Ps-place, price, product, and promotion. Students will learn about the breadth of what marketers do to facilitate exchange between buyers and sellers and about the quantitative analysis that supports those exchanges. Credit not granted for this course and BCOR 2400, BCOR 2001.
  • MBAX 6360 - New Product Development
    Primary Instructor - Spring 2018 / Fall 2018 / Fall 2019
    Provides a better understanding of the new-product development process, highlighting the inherent risks and strategies for overcoming them. Using a combination of lectures, cases, and a project, this course examines the process of designing, testing, and launching new products. Emphasizes the interplay between creativity and analytical marketing research throughout the development process. Also covers branding issues, such as brand extensions and their impact on brand equity.
  • MKTG 4250 - Product Strategy
    Primary Instructor - Spring 2018
    Covers major topics in managing long-term customer relationships that derive from products. Focuses on concepts, analyses, and strategies for existing and new products. Topics include concept development and testing, conjoint analysis, product positioning, brand image measurements and brand management, and product issues in public policy and ethics. Methods of instruction include lectures, case discussions, student group papers and projects, and examinations. Required for marketing majors.
  • MKTG 4550 - Advertising and Promotion Management
    Primary Instructor - Fall 2018
    Analyzes advertising and promotion principles and practices from the marketing manager's point of view. Considers the decision to advertise, market analysis as a planning phase of the advertising program, media selection, public relations, sales promotion, promotion budgets, campaigns, evaluation of results, and agency relations.