Dawn Edmiston

Clinical Professor

Area: Marketing
Phone: 757-221-2074
Email: [[m|dawn.edmiston]]
Office: Miller Hall 3040

Dr. Dawn Edmiston is the Clinical Professor of Marketing at William & Mary's Raymond A. Mason School of Business, where her teaching focuses on digital marketing, international business, and marketing strategy. She also chaired the school's AI Steering Committee. Her work has earned more than a dozen teaching awards, including the 2026 McGlothlin Award for Exceptional Teaching, and she was a Fulbright Scholar in Estonia.

Before entering academia, Edmiston held marketing management roles at PricewaterhouseCoopers Management Consulting Services, IBM, and Discovery Communications, where she worked across brands including Discovery Channel and Animal Planet. She has consulted for organizations such as the Fred Rogers (Mister Rogers) Center and Public Broadcasting Service (PBS).

Edmiston holds doctorates in management from the University of Maryland and in higher education from William & Mary, an M.B.A. from Columbia Business School (with an exchange programme at London Business School), and a B.S. from Rensselaer Polytechnic Institute.

Fields of Research

Digital Marketing
Integrated Marketing Communication
Higher Education Marketing
Personal Branding

CV

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Ed.D. Educational Policy and Leadership, Kappa Delta Pi Honors, William & Mary, Williamsburg, VA (May 2020)
- College Teaching Certificate (May 2020)
- Dissertation: An Evaluation of a Global Business Minor on the Intercultural Competence and Professional Development of Students and Faculty
Doctor of Management, Phi Kappa Phi Honors, University of Maryland Global Campus, Adelphi, MD (August 2007)
- Dissertation: An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education; Recipient of CASE Research Award for Outstanding Doctoral Dissertation (2008)
M.B.A., Strategic Management/International Marketing, Columbia University, Columbia Business School, New York, NY, London Business School - International Exchange Programme (Fall 1994), London, UK (May 1995, Dean's List)
B.S., Management, Professional Leadership Program, Rensselaer Polytechnic Institute, Troy, NY (December 1990, Dean's List)

William & Mary - Raymond A. Mason School of Business, Williamsburg, VA
- Clinical Professor of Marketing (April 2019-present)
- Clinical Associate Professor of Marketing (August 2014-March 2019)
- Undergraduate courses taught: Advertising and Digital Marketing, Marketing Research, and Marketing Strategy. Graduate courses taught: Integrated Marketing Communications and Marketing Research.
- Chairperson, AI Steering Committee (September 2024-present)
- Founding Faculty Director, Global Business Minor: Developed and launched hybrid summer program with University College Dublin (January 2017-August 2024)
- Online MBA and Online MS in Marketing Design Team: Contributed to launch of programs and developed courses as Master Teacher (January 2015-present)
Saint Vincent College - McKenna School of Business, Economics and Government, Latrobe, PA
- Tenured Associate Professor of Management and Marketing (March 2013-August 2014)
- Assistant Professor (June 2007-March 2013)
- Visiting Faculty (September 2005-May 2007)
- Undergraduate courses taught: Principles of Marketing, Global Marketing, Internet Marketing and Essentials of Selling. Graduate courses taught: Effective Marketing Communication, Marketing Strategy, Human Resource Management, Organizational Theory, and Research Development.
- Founding Director, Health Services Leadership program; launched Master of Science degree in June 2007 and Graduate Certificate in January 2010. Administered all aspects of program to include admissions, marketing, curriculum planning, and student advising. Achieved highest ranking on student satisfaction survey of all graduate programs at the College.
West Virginia University - Reed College of Media, Morgantown, WV
- Online Course Developer and Lead (Adjunct) Instructor (September 2009-May 2014)
- IMC graduate course taught: Emerging Media and the Market. Created and taught first professional development course in Social Media Marketing.
University of Pittsburgh at Johnstown, Johnstown, PA
- Adjunct Assistant Professor (January 2007-April 2008)
- Undergraduate courses taught: Consumer Behavior and Internet Marketing.
Johns Hopkins University - Carey Business School, Baltimore, MD
- Practitioner Faculty (June 2004-August 2008)
- Graduate courses taught: Corporate Communications, Integrated Marketing Communications, and Promotional Strategy. Faculty Advisor - Applied Research Project (capstone for senior students).
Trinity College - School of Professional Studies, Washington DC
- Adjunct Assistant Professor (January 2004-August 2004)
- Graduate courses taught: Global Operations and Strategy, Performance Management, and Organizational Strategy.
Howard University - School of Business, Washington DC
- Visiting Instructor (September 2003-May 2004)
- Undergraduate courses taught: Global Marketing and International Business. Graduate courses taught: International Marketing and HR Management.
University of Maryland University College, Adelphi, MD
- Adjunct Assistant Professor (September 2001-May 2005)
- Undergraduate courses taught: Principles of Marketing. Developed Services Marketing course. Graduate courses taught: Consumer Behavior and Public Relations. Developed MS in Management Public Relations Capstone Course Guidebook.

William & Mary, BBA Teaching Innovation Fellowship Award (2024)
William & Mary, BBA Class of 2024 Faculty Excellence Award
Fulbright Specialist, Tallinn University, Estonia (2024)
William & Mary, Online M.S. in Marketing Teaching Excellence Award (2023)
William & Mary, Plumeri Award for Faculty Excellence (2023)
William & Mary, Inaugural Strategic Cultural Partnerships Fellow (2022)
William & Mary, Outstanding Faculty Advisor Award (2021)
William & Mary, Online MBA Outstanding Faculty Award (2021)
Fulbright Scholar, Tallinn University, Estonia (2021)
William & Mary, BBA Teaching Innovation Fellowship Award (2018)
Marketing Management Association, Master Teacher Competition Winner (2017)
William & Mary, BBA Class of 2016 Faculty Excellence Award
Society of Marketing Advances, Innovations in Teaching Competition Winner (2014)
Accreditation Council for Business Schools and Programs, Teaching Excellence Award (2013)
Mid-Atlantic Association of Colleges of Business Administration, Innovation in Teaching Prize (2012)
Marketing Management Association, Teaching Innovation Competition Winner (2011)
American Marketing Association of Pittsburgh, Distinguished Educator (2010)
Saint Vincent College, Quentin Schaut Outstanding Faculty Award (2009)

Williams, N., Horrell, L., Edmiston, D., & Brady, M. (2018). The impact of positive psychology on higher education. The William & Mary Educational Review, 5(1), 12.
Edmiston, D. (2017). Advancing the art and science of teaching through innovation. Marketing Education Review, 27(2), 63-64.
Edmiston, D. (2016). Developing the perfect pitch: Creating a positive first impression through social media. Marketing Education Review, 26(1), 3-7.
Post. R. & Edmiston, D. (2014). Challenging big data preconceptions: New ways of thinking about data and integrated marketing communication. International Journal of Integrated Marketing Communications, 6(1), 18-24.
Edmiston, D. (2014). Creating a personal competitive advantage by developing a professional online presence. Marketing Education Review, 24(1), 21-24.
Edmiston, D. (2009). An examination of integrated marketing communication in U.S. public institutions of higher education. Journal of Marketing for Higher Education, 19(2), 142-165, doi:10.1080/08841240903423166

Edmiston, D., Mooradian, T., Matzler, K., & Ring, L. (2022). Marketing management: A strategic framework and tools for success. Cognella. Nominated for TAA Most Promising New Textbook award.
Edmiston, D. (2019). Brand matters: Leveraging the power of personal branding to achieve professional success. In V. L. Crittenden Editor (Ed.), Women Entrepreneurs, Emerald Publishing.

The Marketing Mindset, Society for Marketing Advances Annual Conference, November 10, 2017 in Louisville, KY.
The Marketing Mindset, Marketing Management Association Annual Educators' Conference, September 20, 2017 in Pittsburgh, PA.
Personal Branding: Creating a Professional Online Presence, Virginia Economic Developers Association, March 18, 2016 in Williamsburg, VA.
Developing Your Perfect Pitch, Society for Marketing Advances Annual Conference, November 7, 2014 in New Orleans, LA.
Developing Your Perfect Pitch, MBA Entrepreneurship Forum at Beijing Normal University, October 13, 2013, in Beijing, China.
Developing POP (A Professional Online Presence)!, ACBSP Annual Conference, June 21, 2013, in Salt Lake City, UT.
Creating Competitive Advantage Through a Professional Online Presence, Middle Atlantic Association of Colleges of Business Administration Annual Dean's Conference, October 16, 2012 in Pittsburgh, PA.
Developing POP! A Professional Online Presence, Chicago Association of Direct Marketing Educational Foundation: Integrated Marketing Communication Academic Roundtable, May 11, 2012 in Chicago, IL.
Marketing YOU!, Integrate 2011: Integrated Marketing Communications Conference, June 4, 2011 at West Virginia University.
The Impact of Integrated Marketing Communication on Leading Colleges and Universities in the US, Council for Advancement and Support of Education District II Conference on March 23, 2009 in Baltimore, MD. Achieved "Stellar Speaker" status (top 10 percent of all CASE presenters based on participant feedback).
An Examination of Integrated Marketing Communication in U.S. Public Institutions, CASE Summit for Advancement Leaders, July 13, 2008 in New York, NY.

Editor, Special Issues, Journal for the Advancement of Marketing Education (2013-2015)
Editorial Review Board, Journal of Marketing Education (2019-present)
Editor, Special Issue on Teaching Innovations, Marketing Education Review (2016-2017)
Editorial Review Board, Marketing Education Review (2013-2022)
Board of Directors, Marketing Management Association (MMA) (2013-2015, 2021-2023)
Editor, Conference Proceedings, Marketing Management Association (MMA) (2013-2014)
Publication Council, Marketing Management Association (MMA) (2011-2014)
Conference Chairperson in San Juan, Puerto Rico, MMA Educators' Conference (2015)
Doctoral Student Teaching Consortium Facilitator, MMA Educators' Conference (2013)
Session Chairperson, Reviewer, MMA Educators' Conference (2011-2013)
Teaching Competition Judge, MMA Educators' Conference (2012-2013, 2017-2019)
Advisor, American Marketing Association Student Chapter, Saint Vincent College (September 2009-April 2012)
Chairperson, Business Administration Scholarship Fund, Saint Vincent College (June 2010- August 2014)
Compensation Committee Chairperson, Faculty Council, Saint Vincent College (September 2012-June 2013)
Co-Chairperson, Integrated Communication Committee, Saint Vincent College (September 2007-April 2010)
Founding Faculty Advisor, Multicultural Student Coalition, Saint Vincent College (September 2006-September 2008)
Faculty Advisor, Student Government Association, Saint Vincent College (April 2013-August 2014)
Founding Faculty Advisor, Women in Business (WIB), Saint Vincent College (September 2005-August 2014)
- WIB was recognized as one of the most successful student associations on campus, with more than 60 active members. Students hosted executive lectures, organized community outreach projects, and conducted fundraisers to support attendance at the annual Columbia University Women in Business conference in New York City.
Member, Admissions Policy Advisory Committee, William & Mary (September 2018-May 2021)
Member, Career Services Committee, William & Mary (January 2015-September 2017)
Co-Founder, Clinical Faculty Committee (School of Business) William & Mary (September 2017-present)
Member, eLearning Committee, William & Mary (September 2016-September 2017)
Member, Faculty Advancement Fellow, William & Mary (September 2024-present)
Member, Faculty Affairs Committee (School of Business), William & Mary (May 2021-May 2023)
Member, International Advisory Committee, William & Mary (September 2024-present)
Board of Trustees Member, Muscarelle Museum, William & Mary (July 2024-present)
Member, Personnel Committee (School of Business), William & Mary (May 2023-May 2024)
Member, Provost Search Committee, William & Mary (November 2018-April 2019)
Executive Committee - Marketing Chairperson, Society of 1918, William & Mary (June 2019-present)
Faculty Advisor, Student Marketing Association, William & Mary (September 2014-September 2018)
Advisory Council, Studio of Teaching & Learning Innovation, William & Mary (September 2019-May 2021)
Academic Advisory Group, Washington (DC) Center, William & Mary (May 2020-present)
Faculty Rep. (appointed by President), Year of the Arts Committee, William & Mary (September 2023-January 2025)

Senior Manager Marketing - Strategic Change, Washington Consulting Practice, Formerly PricewaterhouseCoopers Management Consulting Services, IBM Business Consulting Services, Arlington, VA (August 1999-February 2003)
- Developed and executed the first integrated marketing communication plan to expand awareness, and improve sales, of the Washington Consulting Practice's strategy services. Contributed to division exceeding FY02 sales forecast of $40M.
- Responsible for all internal and external communications to include the development of print and digital marketing materials for international distribution.
- Member of committee that conducted seminal research on 300 leading corporate and government organizations to determine organizational trends in e-business. Received Spotlight Recognition Award for project contributions.
Business Affairs, Account Executive, Discovery Channel, TLC, Animal Planet, and Travel Channel, Discovery Communications, Inc., Bethesda, MD (January 1999-August 1999)
- Negotiated program and rights acquisitions, co-productions and commissions for Discovery's cable and digital networks as well as Discovery Enterprises Worldwide. Value of deals negotiated = $10M.
- Acted as liaison between program rights distributors and all DCI Domestic and International Networks, Legal Affairs, Discovery Enterprises Worldwide and Discovery Channel Online.
Manager, Asia-Pacific and Europe, Discovery Enterprises Worldwide (DEW), Discovery Communications, Inc., Bethesda, MD (September 1996-December 1998)
- Managed international sales and marketing efforts for DEW consumer products including home video and multimedia as well as publishing, online, licensing and retail initiatives.
- Developed and maintained 24 regional partnerships, in 18 countries, throughout Asia-Pacific and Europe. Researched international markets, analyzed potential partners, and negotiated licensing/distribution contracts.
- Formulated strategic business plans and financial budgets, by product and country, to maximize sell-in and sell-through of DEW products. Annual revenue contribution of $2M+.
Direct Response Marketing Manager, Discovery Channel Multimedia, Discovery Communications, Inc., Bethesda, MD (September 1995-September 1996)
- Managed division's direct response marketing initiatives for multimedia products. Developed print and television ads. Coordinated direct mail and TV campaigns.
- Supervised division's telemarketing, fulfillment, customer service and database management operations. Generated a revenue contribution of $1.2M and implemented operational procedures that resulted in savings of $200K.
- Coordinated launch of Discovery Channel's first multimedia e-commerce Web site.

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