Interview

Professor

Cornwell, T. Bettina

USA

DTM Faculty
Professor of Marketing at the University of Oregon

Q1. Please introduce yourself

In research and writing, I am T. Bettina Cornwell. I am the Edwin E. and June Woldt Cone Professor of Marketing at the University of Oregon. I am also Head of the Department of Marketing and Academic Director of our Sport Marketing Center. I received my PhD from the University of Texas.

 

My research interest is in communications, and in particular, sponsorship-linked in marketing and public policy. Recent work has appeared in the Journal of Advertising, Journal of the Academy of Marketing Science, Journal of Marketing and Journal of Public Policy & Marketing. My book, Sponsorship in Marketing: Effective Communication through Sports, Arts, and Events, was published by Routledge in 2014.

Q2. What was your motivation for joining this program?

I have been a part of the Dream Together Master’s Program since it began. When I learned the mission of the program was to offer sport management education to students from around the world that might not have such a program in their home country, and to those that might not be able to undertake study in it even if available, I was inspired.

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[Prof. Bettina Cornwell having a lecture at Seoul National University.]

Q3. What kind of benefits do you think this program brings to students?

The DTM offers students a unique program in sport management that is staffed by faculty from Korea and around the world. The modules combine to a coherent whole that prepares students for future work. The part of the program that I really appreciate is the orientation to public policy and social good. The students also receive intensive language training in Korean while in the country. This too offers unique advantages to students when they graduate.

Q4. What was the most memorable moment while teaching at Dream Together Master?

Each year in my sponsorship module, students bring similar problems for discussion. One of these is the pressure to take sponsorship from companies (such as tobacco) that they feel does not support their athletes or audiences. We struggle together to think of ways to build the kind of world we want.

 

There are so many memorable moments over the past years, it is hard to choose one. Most of these moments stem from wonderful people meeting other wonderful people. With two students, we have even seen one marriage coming from the program! In some instances, individuals with decidedly different cultural backgrounds have come to have broader acceptance of other word views. On the other hand, sometimes students learn that although their backgrounds are different, their world views are shared.

Q5. Please give your advice for the current and future DTM

While in the program give of your understanding, receive new thinking from others in a respectful way and always dream together to make a better world through sport.