Sara Macsween

Biography

Dr. Sara MacSween is a Lecturer in the Marketing, Entrepreneurship, Hospitality and Tourism Department in the Joseph M. Bryan School of Business and Economics at The University of North Carolina Greensboro (UNCG). She was an Adjunct Professor for two years before she became a full-time UNCG faculty member in 2016. Ms. MacSween holds a bachelor’s degree in Journalism and Mass Communications as well as History from The University of North Carolina Chapel Hill. She earned her Master of Business Administration from the University of Strathclyde and will earn her Ph.D. at the University of Liverpool. Dr. MacSween teaches Principles of Marketing, Consumer Behavior and Advanced Marketing Management. She also instructs students in the North Carolina Sales Institute. These classes include lively discussions, hands-on learning and practical projects. Students in Professional Selling sell a real product and role play different sales scenarios. Projects in Consumer Behavior include the in-depth analysis of market trends, primary research and promotional pricing pieces. Students in Advanced Marketing Management create a full marketing plan, which includes email blasts, social media posts, customer lists and promotional ideas. A project from this class won first place in the national 2022 Small Business Institute competition. Her dedication to teaching is evident through student comments and awards. Dr. MacSween won the Bryan School Professional Track Teaching Excellence Award in 2019 She won the Eloise McCain Hassel Teaching Excellence Award in 2022. She was the 2023 recipient of the UNCG Anna Marie Gove Teaching Excellence Award. In addition to teaching, Dr. MacSween holds leadership roles on campus. She has chaired the University Undergraduate Curriculum Committee since fall 2022. This work also involves serving on the MAC Implementation Committee. Dr. MacSween serves as the faculty advisor for the NCSI Student Business Group and American Marketing
Association. She also serves as a coach for students participating in the National Sales Competition.
With 26 years of industry experience, Dr. MacSween shares real-world experiences with her students. She has run The Marketing Boutique since 2007, where she works with small to mid size companies in a variety of industries. Prior to this, she held a variety of marketing and sales roles in the United States (US) and United Kingdom (UK). In the US, she was Marketing Manager for an educational publisher and a Program Manager for a large telecommunications company. Dr. MacSween was the Marketing Manager for a 260+ store retail chain in the UK. She has also held various journalism roles in the UK and US. She is a frequent contributor to media outlets.

Education

• Doctor of Business Administration (DBA) – University of Liverpool.
• Master of Business Administration (MBA) – University of Strathclyde, Glasgow, U.K.
• Bachelor of Arts in Journalism & Bachelor of Arts in History University of North Carolina at Chapel Hill.

Research/Publications

• MacSween, S. & Canziani, B (2023). ‘COVID communications: preferred brand tones for consumer during stressful times’, INNOVAR Journal of Administrative and Social Sciences. Special Issue: Marketing and Consumer Behavior During and Amidst the Over-Coming of a Pandemic, 33(87), 43-58. https://doi.org/10.15446/innovar.v33n87.105501

• Canziani, B. & MacSween, S. (2021). ‘How Traveler Type Impacts Risk Perceptions and Booking Intentions’, Tourism Economics, Management and Policy Research (TEMAPOR), 1(2), 104-116. http://temapor.com/index.php/tema/article/view/16
• Canziani, B. & MacSween, S. (2021). ‘How learning style interacts with voice-assisted technology (VAT) in consumer task evaluation’ in C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1–12). USF M3
  Publishing. https://www.doi.org/10.5038/9781955833035
• MacSween, S. & Canziani, B. (2021). ‘Travel booking intentions and information searching during COVID-19,’ International Hospitality Review. https://doi.org/10.1108/IHR-08-2020-0046
• Canziani, B. & MacSween, S. (2021). ‘Consumer Acceptance of Voice-Activated Smart Home Devices for Product Information Seeking and Online Ordering,’ Computers in
  Human Behavior. https://doi.org/10.1016/j.chb.2021.106714

CV/Resume