|
Professor Heidi Bailey is an esteemed In-Residence Instructor at the University of Connecticut. In this edition of Marketing Today, Professor Bailey shares her impressive background, extensive experience, and valuable advice.
Before joining the UConn Community, Professor Bailey spent 27 years in the private sector with the LEGO Group. She built the global growth strategy for the LEGO Club from 20,000 to 5 million members across 17 countries, creating mutual value for children and the LEGO Group through print, digital, and in-person experiences. Additionally, she collaborated with prominent partners like Lucasfilm, Disney, Warner Brothers, and more to co-create innovative products and experiences. In 2018, Professor Bailey took her experience and began a new journey, sharing her knowledge and wisdom with students as she transitioned into higher education. She joined the University of Connecticut School of Business as a Visiting Instructor and later became an In-Residence Instructor in 2023. Currently, Professor Bailey teaches courses in Consumer Behavior, Personal Branding, Introduction to Marketing, and Marketing Planning and Strategy to UConn undergraduates. Prior to coming to UConn Professor Bailey taught Product Management and an Honors Marketing course at her alma mater UMass Amherst.
When asked to reflect on her life and the pivotal moments that ignited her interest in marketing, Professor Bailey fondly recalls her hometown community. Growing up in a relatively small town, she seized every opportunity to expand her worldview. Professor Bailey held the role as yearbook editor for her high school class, an experience that reinforced her appreciation for the collective effort of a team and the significant impact of individual contributions toward shared goals. She particularly regards her role as yearbook editor as extremely critical to her later success. Continuing her commitment to fostering community spirit, as an undergraduate, she assumed the role of Marketing Manager for the UMass yearbook. She credits her involvement in the yearbook as having helped pave the way for her future career as marketing leader for the LEGO Club.
Colleagues like Bill Ryan, Assistant Professor at UConn School of Business, commend Professor Bailey's contributions to the marketing department, stating: “I have enjoyed collaborating with Heidi at UConn. Professor Bailey has a wealth of marketing knowledge and industry experience that she uses to transform the classroom into a meaningful learning environment for students. Heidi is always open to new challenges and has added significant value to the marketing department by creating meaningful courses and learning content that benefits the growth and learning for all of our marketing students.”
Professor Bailey truly holds a unique ability to transform the classroom into a dynamic learning environment. Taking inspiration from Professor Rachel Chambers, Professor Bailey applied a new teaching style in which students are divided into teams, each team takes a deep dive into a different topic in the class, presents on it, and leads a Q&A with their classmates. She has received ample positive feedback, with students vocalizing their ability to gain deeper subject matter expertise and their greater appreciation of the multiplier effect on the peer-to-peer learning experience.
When asked, “What advice would you give students who are considering a career in marketing but may be unsure of where to start?” Professor Bailey advised students to cultivate skills such as active listening, empathy, critical thinking, creativity, and leading with a partnership mindset. She encourages students to leverage the ample library resources available at UConn, and to consider joining organizations like the UConn Marketing Society or other student groups that align with their interests and passions, noting that every student organization benefits from having a marketing manager. She recommends reaching out to marketing professionals for informational interviews and keeping an eye on the Marketing Today Newsletter for internship opportunities. She is an advocate for sustainable business strategies and urges students to consider the new Accelerated Master of Science in Social Responsibility in Business, which offers students a fresh perspective on the integral role marketers can play in facilitating multi-stakeholder initiatives aimed at achieving the UN Sustainable Development Goals.
In Spring 2021, Professor Bailey revitalized and taught BLAW/HRTS/MKTG 3254 Business Solutions to Societal Challenges, a course designed to empower students to address societal issues through a business lens. Throughout the semester, students learned to define challenges from a human rights perspective, identified obstacles businesses face in creating positive social impact, and explored social entrepreneurship and innovation as tools for community engagement and problem-solving. Class participants were encouraged to challenge traditional business paradigms, utilize frameworks like the United Nations Sustainable Development Goals (UN SDGs) and the Ten Principles of the UN Global Compact, and develop collaborative teamwork and communication skills. Additionally, she advised Honors Marketing Thesis students in 2019 and 2020, guiding them in revitalizing Connecticut's Environmental Action Day through marketing research and a Social Media campaign promoting environmental awareness and activism among UConn students.
Outside of the University, Professor Bailey makes time to nurture her deep appreciation for the natural world around her. She finds solace in the little ripples and immense depths of water. This link with nature was made clear when she referenced The Little River Band’s song "Cool Change," in which they sing: “I was born in the sign of water, and it’s there that I feel my best.” Growing up on Long Island, she was instilled with a love of water, and she incorporates this passion into her life whenever she can. She also enjoys boating, swimming, skiing, exploring new destinations, listening to live music, and planning gatherings with her extended family and friends. To help students stay focused and apply what they are learning, she intentionally builds in time during class for students to begin work on their assignments so she can provide in-person guidance and feedback. She achieves a harmonic work-life balance through intentional and proactive planning of both work and personal life.
Thank you, Professor Bailey, for sharing a small part of your inspiring journey with Marketing Today!
|
