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Global Studies Committee

Patricia Todd, DBA, MBA
Patricia Todd, DBA, MBA
- Faculty Advisor - WKU Esports Team | Professor - Marketing
Teaching Area(s)

Marketing Management

Marketing Strategy

International Marketing

Sustainability Marketing

Marketing in a Digital Age


DBA, Marketing, Cleveland State University, 2006

MBA, Marketing, Kent State University, 1997

BA, Communications, Hiram College, 1995

BA, Biology, Avila University, 1977



Dr. Todd’s research in international marketing has been published in the Journal of Business Research, European Management Journal, International Journal of Emerging Markets, Journal of Services Marketing, and the International Marketing Review. In 2015, her research interests evolved to focus on marketing strategy in online environments and creating relationships within virtual communities. More specifically her research interests have expanded to included strategic marketing with an emphasis on e-marketing, virtual communities, toxicity and gender issues in live broadcast channels, online consumer engagement and virtual brand identity.  A manuscript based on initial evaluations has been accepted for publication in the peer reviewed Journal of Research in Interactive Marketing.  Another has been accepted at the Society of Marketing Advances conference in November, 2017.

She has also presented interactive papers and posters at the prestigious Academy of Management and Academy of International Business conferences. More recently she presented at Twitchcon 2016 in San Diego. More than 40,000 were in physical attendance and more than 2.2 million tuned in online.  She will be participating in a follow-up panel on Branding at Twitchcon 2017.

Highlights of her teaching include teaching undergraduate courses in a variety of areas, primarily the senior capstone course in marketing management, more recently a course on the challenges of brand management in today’s competitive environment.  She, also, teaches international marketing. Classes at the graduate level include advanced marketing, sustainability marketing and marketing in a digital age. She is currently the Chair of the Department of Marketing at Western Kentucky University.

Prior to her academic career, she was employed as the global business manager, responsible for international profit and loss in a business unit for a major international petroleum chemical corporation. She has over twenty years of experience in the chemical industry with significant experience building and leading international technical, marketing and project management teams.  She successfully combined her marketing and technical expertise with an excellent knowledge of strategic marketing techniques to gain a competitive advantage and grow market share in countries around the world.  She has 5 international patents in applied chemistry. The experience in business gives her a broad perspective of the challenges of building customer relationships on a global scale as well as internal marketing, which she carries over into the classroom.

Recent Publications

“Gender Differences in Perceptions of Trolling in Livestream Video Broadcasting” (with J.P. Melancon), Cyberpsychology, Behavior, & Social Networking, 2019, 22(7), 472-476.

“Gender and Live Stream Broadcasting: A Preliminary Investigation of Source Credibility and Motivation" (with J.P. Melancon), Journal of Research in Interactive Marketing, 2018, 12(1), 79-93.

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 Last Modified 12/5/18