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Melissa Burnett - Missouri State University. Springfield, MO, US

Melissa Burnett Melissa Burnett

Professor, Marketing | Missouri State University

Springfield, MO, UNITED STATES

Dr. Burnett is a marketing expert in the area of brand strategy and integrated marketing communication






Maroon Minute: Ad Team




Dr. Melissa Burnett, is Professor of Marketing at Missouri State University. Her research interests include: brand strategy, new product development, sustainability and environmental marketing, children in advertising and ethics in advertising.

Dr. Burnett is a master at developing community partnerships, applied research, marketing and branding. But her investment in active mentorship, teaching beyond the textbook and putting her students first has been the cornerstone for many successes.

She oversees Missouri State’s interdisciplinary Ad Team and under her leadership, the Ad Team has won first place in several national and international competitions, resulting in grant awards, high profile contracts, student job offers and outstanding experiential learning.

Industry Expertise (9)

Advertising/Marketing Capital Markets Media - Broadcast Media - Online Media - Print Telecommunications Research Education/Learning Writing and Editing

Areas of Expertise (8)

Creative Advertising Advanced Advertising Ethics in Advertising Advertising Campaigns Marketing Strategy Brand Strategy Environmental Marketing and Interactive Media Copywriting

Accomplishments (7)

Board of Governors’ Public Affairs Professorship (professional)

Missouri State University

U.S. State Department and Department of Justice National Security (professional)

Selected to serve and recognized for expertise in the area of countering violent extremism via social media

Nominated by the U.S. State Department for President Obama’s South By South Lawn (professional)

U.S. State Department

Dean’s STAR Professorship (professional)

Missouri State University, College of Business

Outstanding Research Paper Award (professional)

Academy of Marketing Studies National Conference

Dean's Distinguished Professor (professional)

Missouri State University

Outstanding Faculty Member Award (professional)

American Advertising Federation

Education (1)

Oklahoma State University: Ph.D., Marketing, Promotion and Quantitative Analysis 1988

Media Appearances (3)

How MSU's Ad Team creates winning dynasty at national competitions

Springfield News-Leader  print


It's the best kind of habit. For five years in a row, Missouri State University's Ad Team has finished first place at a national advertising competition.

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Young Achievers: MSU Ad Team wins national advertising competition

Springfield News-Leader  print


The Missouri State University Ad Team took first place in the P2P: Building Community Trust competition on June 29 in Baltimore, Maryland.

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Students, Madison Avenue Enlisted in Messaging Fight Against ISIS

Advertising Age  print


College students are participants this fall semester in an unprecedented private-public program called Peer 2 Peer: Challenging Extremism, in which young people are the ones crafting plans and strategies in the hopes of saving their peers from the grips of the Islamic State and other extremist groups.

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Articles (1)

Managerial and Peer Influence on Ethical Behavioral Intentions in a Personal Selling Context Journal of Promotion Management


This article evaluates the relationship between the ethical behavioral intentions of 374 future salespeople and the ethical climate of the firm. The ethical philosophy (high or low) of top management, immediate sales managers, and the peers of potential sales people were examined to see if they influenced: (1) comfort levels with the philosophy of the firm and (2) likelihood of engaging in unethical sales behavior. Ethical behavior measures included 14 situations such as deceptive sales tactics, deceptive pricing, and unethical behavior toward the employer.

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