Singh named chair of Marketing

by Joe King

Tanuja Singh has big plans for the NIU Department of Marketing: She plans to take it global.

That might be overstating things a bit. However, the newly appointed chair does plan to work with faculty to create a new area of emphasis in worldwide marketing, a natural fit considering the university's service region.

“We have many global corporations in the area, but there are very few schools that offer any sort of globally focused program at the undergraduate level,” says Singh, who believes such a program would bolster an already strong department.

“We already have outstanding programs in professional sales and direct marketing, and I think this is another area where we can build a reputation for excellence,” she adds. “We want to be the marketing department that students come to because of all of the great areas of study we have available.”

Denise Schoenbachler, who will step down as marketing chair July 1 to become dean of the College of Business, believes Singh is the right person to undertake that task.

“Business people today, almost regardless of their job, find themselves in situations where they must interact globally,” Schoenbachler says. “Tanuja has always believed in the importance of preparing students to function in a global economy, and she is well-qualified to make that an area of excellence in the department and the college as a whole.”

Among Singh's qualifications are years of experience teaching classes in global marketing strategy at both the graduate and undergraduate level, and extensive research in the areas of global and cross-cultural marketing and consumer decision making. She also is an active participant in the World Marketing Congress, chairing several different conference tracks and programs relating to global marketing over the years and works as a consultant, both locally and internationally, for companies learning how to analyze markets or conduct negotiations in the global marketplace.

Singh has the distinction of having been named the NIU International Educator of the Year in 2002, remains an active participant on the Campus International Programs Advisory Council and is a member of the NIU Multicultural Task Force.

While increasing the department's global focus is her primary goal, Singh also plans to devote a great deal of energy to building upon the department's already strong links to the Chicagoland business community and enhancing the department's reputation within academe.

Those are lofty ambitions, she admits, but she is confident that the strength of the department makes those goals attainable.

“We have a phenomenally talented department,” she says. “We do excellent research, are published in top journals and are extremely committed to our students. We have a wonderful culture and work together well.”

Singh earned her Ph.D. in marketing from Southern Illinois University and taught briefly at the Florida Institute of Technology before coming to NIU in 1996. In addition to her business degrees, Singh also holds a master's degree in particle physics.

She lives in Batavia with her husband and their cats.

5-30-06