Hulda Black
Professor
Masters Business Admin
Office
SFHB State Farm Hall of Business 320
Office Hours
By appointment
Office Phone
Email
- About
- Education
- Awards & Honors
- Research
Biography
Hulda is a Professor of Marketing at Illinois State University in Normal, IL. Hulda obtained her Ph.D. Marketing from the University of Kentucky in the Spring of 2011. Prior to pursuing her Ph.D., Hulda worked in the health club industry for four years.
Current Courses
MKT 332.001 Creative Strategy & Design
MKT 332.002 Creative Strategy & Design
MKT 233.003 Foundations Of Integrated Marketing Communication
Teaching Interests & Areas
Hulda’s teaching interests include Integrated Marketing Communication, Creative Strategy & Design, Digital Marketing and Sport Marketing. Over the past few years, Dr. Black has become involved with the Adobe community, both in and outside of her classes. She has a passion to help her students separate themselves from the pack by enhancing their applicable business skills outside of the classroom.
Research Interests & Areas
Hulda's research interests include Services Marketing, Health & Wellness and Scholarship of Teaching.
PhD
University of Kentucky
Lexington, KY
Other Graduate Certificate in Health Communications
University of Kentucky
Lexington, KY
Other Graduate Certificate in Applied Statistics
University of Kentucky
Lexington, KY
MBA
Grand Valley State University
Grand Rapids, MI
BS Marketing
Ferris State University
Big Rapids, MI
2024-2025 Hobart & Marian Gardner Hinderliter Endowed Professorship
Illinois State University College of Business
2024
2023 Department Chairperson Faculty Scholar Grant
Department of Marketing, Illinois State University
2023
Outstanding University Teaching Award, Tenure Track 2022
Illinois State University
2022
2021-2022 Manahan Family Award for Teaching Excellence in Business
Illinois State University College of Business
2022
Adobe Education Leader
Adobe
2021
2021 Department Chairperson Faculty Scholar Grant
Department of Marketing, Illinois State University
2021
Gary R. Gemberling Scholar in Business Award 2019-20
ISU College of Business
2020
Adobe Education Leader
Adobe
2020
Outstanding Paper Winner 2019
International Journal of Pharmaceutical and Healthcare Marketing
2019
University Research Grant
Illinois State University College of Business
2018
Amar Kamath Faculty Innovation Award
ISU College of Business
2016
Honourable Mention Best Article Award
Service Industries Journal
2016
Manahan Family Teaching Excellence Award
Illinois State Unviersity College of Business
2016
Department Chairperson Faculty Scholar Award
Department of Marketing, Illinois State University
2015
Outstanding University Teaching Initiative Award (Pre-Tenure Faculty)
Illinois State University
2015
University Research Grant
Illinois State University College of Business
2014
Best Faculty Paper
Association for Marketing Health Care Research
2012
Conference Proceeding
Dingus, R., Flink, N., & Black, H. MAPPING YOUR MARKETING FUTURE: A CAREER EXPLORATION EXERCISE FOR INTRO TO MARKETING STUDENTS. Beth Houran, University of Dallas & Sinch Mary Martin, Fort Hays State University (EDs). Marketing Management Association (2025)
Black, H., & Dingus, R. To Health with It: Bringing Wellness to the Marketing Classroom. Association for Marketing & Health Care Research (2022)
Black, H., & Lastner, M. Online Versus Face-to-Face: How Customer-to-Customer Interactions Impact Customer Experience Behaviors: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing (2020): 201-201.
Black, H., Dingus, R., & Milovic, A. Soft Skills as an Assessed Course Component: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing (2020): 441-442.
Judson, K., Black, H., & Beggs, J. Online Learning in Higher Education: Seeking Value Co-Creation in the Flipped Classroom. Marketing Management Association (2018)
Black, H. Course Redesign: Evaluation of Learning Objectives, Hybrid Delivery and New Experiential Project. Marketing Management Association (2016): 8-12.
DeGaris, L., & Black, H. Building a Professional Network: A 'Selling Yourself' Class Project. National Conference in Sales Management (2016)
Delpechitre, D., Black, H., & Schetzsle, S. Before the Purchase: Does Satisfaction with the Salesperson Matter. Marketing Management Association (2016): 13-20.
Attaway, J., & Black, H. Extreme Service Failure Instances and Recovery Strategies Related to Medical Errors. Association for Marketing and Health Care Research (2015)
Black, H. Impact of Intercustomer Support on Health Club Patronage and Well-being. Marketing Management Association (2015)
Black, H. Antecedents of Customer Participation in Member-Based Organizations: An Investigation into Paid Membership in Health Clubs. Association for Marketing and Health Care Research (2014)
Black, H., & Vincent, L. Friend or Foe? A Small Business Success Story of Collaborating with Competitors Using Social Media. Academy of Marketing Science (2014)
Black, H., Judson, K., & M, B. Social Media Marketing in Higher Education: University Athletics and Academic Brands. Society for Marketing Advances (2013)
Black, H., Vincent, L., & Skinner, S. Customers Helping Customers: Payoffs for Linking Customers in Service Settings. Academy of Marketing Science (2012)
Black, H. Patient Participation: A Social Network Perspective. Association for Marketing and Health Care Research (2012)
Journal Article
Flink, N., Black, H., & Dingus, R. Explore, Identify, and Align: Utilizing Generative AI as a Career Coach. Marketing Education Review 35.2 (2025): 109-119.
Dingus, R., Black, H., & Flink, N. Analytics for All Marketing Majors: Sparking Interest in the Uninterested. Journal of Marketing Analytics 12.2 (2024): 126-141.
Black, H., Milovic, A., & Dingus, R. A Foot in the Door: A Customizable Networking Project. Marketing Education Review 33.2 (2023): 130-135.
Dingus, R., Black, H., & Dahlquist, S. Let's Get Personal: Using SWOT and FAB as the Foundation to Develop Students' Personal Brands. Marketing Education Review 32.2 (2022): 155-162.
Black, H., Dingus, R., & Milovic, A. From Student to Professional: Teaching Professionalism in the Marketing Classroom. Marketing Education Review 31.1 (2021): 41-52.
Black, H., Jeseo, V., & Vincent, L. Promoting Customer Engagement in Service Settings Through Identification. Journal of Services Marketing 35.4 (2021): 473-486.
Dingus, R., & Black, H. Choose your Words Carefully: An Exercise to Introduce Artificial Intelligence to the Marketing Classroom. Marketing Education Review 31.2 (2021): 64-69.
Delpechitre, D., Black, H., & Farrish, J. The Dark Side of Technology: Examining the Impact of Technology Overload on Salespeople. Journal Of Business & Industrial Marketing 34.2 (2019): 317-337.
Black, H., Goad, E., & Attaway, J. Medical Errors: Extreme Service Failures and Recoveries. International Journal of Pharmaceutical and Healthcare Marketing 12.1 (2018): 15-24.
Showers, V., Showers, L., Black, H., & Beggs, J. Life stage and the ebbs and flows of charitable giving. Journal Of Business And Economic Perspectives XLV.2 (2018)
Clark, M., Black, H., & Judson, K. Brand Community Integration and Satisfaction with Social Media Sites: A Comparative Study. Journal of Research in Interactive Marketing 11.1 (2017): 39-55.
Warren, C., & Black, H. From season ticket holders to members: A multiple-case study of ticket service innovation in the National Basketball Association. International Journal of Sport Management 18.2 (2017): 275-291.
Black, H., Judson, K., & Beggs, J. Social Media and Athletics in Higher Education. International Journal of Sport Management 17.3 (2016): 315-335.
Davis, T., & Black, H. The use of social media to make personnel decisions in education. International Journal for Business Education (2016): 56-67.
Black, H., & Gallon, A. Transformative Service Networks: Cocreated Value as Well-being. Service Industries Journal, The 35.15/16 (2015): 826-845.
Showers, V., Showers, L., Black, H., Beggs, J., & Cox, J. Households Giving to Religion versus Households Not Giving to Religion: Are Their Household Characteristics and Expenditure Patterns Different?. Faith & Economics (2015): 35-53.
Taylor, S., Black, H., Novak Donovan, L., & Judson, K. Social Involvement and Social Well-Being in Attainment of Millennial Flourishing. Journal of Happiness and Well-Being 3.2 (2015): 126-141.
Taylor, S., Black, H., Donovan, L., Ishida, C., & Judson, K. The Relationship Between Eudaimonic Well-Being and Social Well-Being with Millennials. Journal Of Consumer Satisfaction, Dissatisfaction And Complaining Behavior 27 (2015): 102-117.
Black, H., Vincent, L., & Skinner, S. Customers Helping Customers: Payoffs for Linking Customers. Journal Of Services Marketing 28.5 (2014)
Black, H., Childers, C., & Vincent, L. Service Characteristics' Impact on Key Service Quality Relationships: A Meta-Analysis. Journal Of Services Marketing 28.4 (2014)
Showers, V., Showers, L., Cox, J., Beggs, J., & Black, H. Consumer Expenditures and the Faith Factor. Interdisciplinary Journal of Research on Religion 10.9 (2014)
Noar, S., Pierce, L., & Black, H. Can Computer-Mediated Interventions Change Theoretical Mediators of Safe Sex? A Meta Analysis. Human Communication Research 36.3 (2010): 261-297.
Black, H., & Kelley, S. A STORYTELLING PERSPECTIVE ON ONLINE CUSTOMER REVIEWS REPORTING SERVICE FAILURE AND RECOVERY. Journal of Travel & Tourism Marketing 26.2 (2009): 169-179.
Black, H., & Kelley, S. Service Failure & Recovery: A Storytelling Perspective. Journal Of Travel & Tourism Marketing 26.2 (2009): 169-179.
Crosno, J., Rinaldo, S., Black, H., & Kelley, S. Half Full or Half Empty. Journal of Service Research 11.3 (2009): 295-309.
Crosno, J., Rinaldo, S., Black, H., & Kelley, S. Half Full or Half Empty: The Role of Optimism in Boundary Spanning Positions. Journal of Service Research 11.3 (2009): 295-309.
Noar, S., Black, H., & Pierce, L. Efficacy of Computer Technology-based HIV Prevention Interventions: A Meta-Analysis. AIDS 23.1 (2009): 107-115.
Manuscript
Black, H., Beggs, J., & Beggs, B. NCAA student-athletes: An exploratory study into mental health concerns. Marketing Management Association (2020)
Presentations
Mapping Your Marketing Contribution: A Career Exploration Exercise for Intro to Marketing Students. Marketing Management Association Fall Educators. Marketing Management Association. (2025)
The Dark Side of Confidence: How Salesperson Competitiveness and Competitive Climate Shape Customer Value Co-Creation and Commitment – Dyadic Study. AMA Winter Academic Conference. American Marketing Association. (2025)
Don't Reinvent the Wheel! New and Unique Resources to Complement the Marketing and Sales Classrooms. Marketing Management Association. (2019)
Online vs. Face-to-Face: How Customer-to-Customer Interactions Impact Customer Experience Behaviors. Academy of Marketing Science. (2019)
Soft Skills as an Assessed Course Component. Academy of Marketing Science Conference. (2019)
Online Learning in Higher Education: Seeking Value Co-Creation in the Flipped Classroom. Marketing Management Association. (2018)
Return on Community: The Firm's Role in Managing Customer Communities. Southeast Marketing Symposium. (2009)
Efficacy of Computer Technology-based HIV Prevention Interventions: A Meta Analysis. Center on Drug and Alcohol Research Translation Colloquium Series. (2008)
Patient Participation: A Social Network Perspective. American Marketing Association Educators' Summer Conference. (2008)
To Market, To Market: Trends and Insights into Marketing Academia's Job Market. American Marketing Association Summer Educators' Conference. (2008)
Transitioning from PhD Student to Assistant Professor. American Marketing Association Educators' Summer Conference. (2008)
Who Went Where: Job Market Talk. American Marketing Association Educators' Summer Conference. (2007)