Scott Rader

Assistant Professor of Sales and Marketing


Scott Rader

Assistant Professor
Twitter:  @cscottrader

Appointment Date: 2011

Dr. Scott Rader Biography

 Areas of Interest

I believe marketing is a cross-disciplinary effort with strategic and tactical implications informed by entrepreneurial, technological, social, cultural and of course financial imperatives.  This broad-based view is the result of my varied academic and professional background, where my interests and duties have traditionally cut across many functional areas, market contexts, and geographic locations. In a sense, I think the lines used to distinguish disciplines are essentially arbitrary and modern business leaders must wear “many hats” while thinking from many perspectives.  The big picture global shifts of people, capital and communications always serve as a backdrop to my interests, thinking, research and approach to teaching.  I thrive in international and entrepreneurial contexts, particularly emerging economies.   I have lived, worked and conducted research in New York City, Tennessee, Minnesota, Cuba, Italy, Mexico, Japan, Philippines and Vietnam.

Professional Experience

I spent over 15 years in both corporate and entrepreneurial environments in the areas of information technology, digital marketing design and development, customer communications and relationship management, and marketing research.  I was fortunate to be involved relatively early in the evolution of online communications, including pioneering pre-internet “chat” tech support and online forums during the early and mid-1990s for Prodigy online service, a subsidiary of IBM, CBS and Sears.  In the early 2000s, I went on to join, the sixth largest website in the world at the time.  There I managed the development, launch, and customer support for “Sprinks,” an experimental online cost-per-click advertising application that was ultimately purchased by Google and integrated into the AdWords system.  As I pursued my graduate education in the latter half of the 2000s, I helped establish IT disaster recovery planning, marketing research and executive education programs for PricewaterhouseCoopers in Southeast Asia.  I also served as principal and marketing consultant for two entrepreneurial start-up companies in the fast-growing economy of Vietnam. 

As a marketing academic, I continue to consult with corporations and organizations, providing market research services and best practice audits focused on the area of social media, search engine marketing, and mobile marketing.  My approach is primarily driven by qualitative and ethnographic methodologies.  Recent projects include an extensive consumer ethnography with 3M Corporation, social media workshops and marketing collateral analysis for Variquest Technologies, customized social media strategy for Minnesota Aviation Trades Association, contributions to Asheville-based technology think-tank SparkTechTalk, including an interview with Apple co-founder Steve Wozniak, and engagement with entrepreneurs in the broader region including Atlanta Technology Angels investor group and corresponding projects. 

Research Agenda

My academic research largely focuses on the marketing implications of consumer experience, technology adoption, and electronic communications.  My dissertation involved an examination of the cultivation of social-psychological implications of interaction with mobile technology devices (i.e., “gadgets”).  I am currently working with Dr. Bill Richmond (of Western Carolina University) on a study that looks at the impact (or lack thereof) of website functionality on small, rural businesses.  In the area of consumer behavior, I am working on several collaborations with Dr. Clinton Lanier, Jr. (of University of St. Thomas, Minnesota) and Dr. Aubrey Fowler, III (of Valdosta State University) on consumer fantasy and consumption of extraordinary experiences.  Working with Dr. Zahed Subhan, we are exploring the cutting edge intersection of social media and pharmaceutical marketing by exploring consumer experience in online environments as related to pharmaceutical brands and lifestyle diseases.  I have published in peer-reviewed academic journals, including Journal of Marketing Management and Journal of Communication Management

Areas of Instruction

Much of my career has involved developing marketing technology systems and training customers, managers and executives on how to use them.  This practical experience in industry serves as a framework for my approach as a business professor.  I believe theoretical and conceptual frameworks are important for business leaders to understand, but also believe that understanding must emerge from a practical, applications-oriented approach to business education.  I teach in both undergraduate and graduate (e.g., Master of Business Administration, Executive Master of Business Administration, Master of Business Communication, Master of Entrepreneurship) programs, including the following classes:

  • Marketing Strategy & Management
  • Marketing Communications Technology
  • Social Media Marketing Strategy & Tactics
  • Integrated Marketing Communications
  • Global Marketing Strategy
  • Entrepreneurial Marketing
  • Entrepreneurial Finance
  • New Venture Leadership
  • Sales and Sales Management 
  • Web Site Design
  • Multimedia Production 


I received my PhD and MBA, both with concentrations in Marketing, from the College of Business Administration at the University of Tennessee in Knoxville. My Bachelor of Arts degree is in Communications/Media Studies with a minor in Asian Studies from the State University of New York at Purchase College.  I am largely a self-taught technologist who began programming a Commodore Vic 20 in my pre-teens.  I have various certifications in technology platforms.  My interest in the necessity of a useful convergence of people and technology inspired the path for my educational track.

Personal Life

While I have travelled extensively and lived abroad, my roots are in the Smoky Mountains.  I was born and raised in Northeastern Tennessee and I am glad to now call Western North Carolina home.  Throughout my life, I have been a music enthusiast.  I worked in the broadcast and radio industry for a while, enjoyed DJing at night clubs, and in my limited spare time, I create electronic and guitar-based experimental music. Some of my favorite and influential artists include KMFDM, Einstürzende Neubauten, David Bowie, Underworld, Jónsi, Jesu, Talvin Singh, Ratatat, Bauuer, The Swans and Johnny Cash.


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