David Johnsen, Ph.D.

Associate Professor in Practice of Marketing

Degrees

  • Ph.D. Saint Louis University
  • MBA Oral Roberts University
  • B.S. Rutgers University

About

David Johnsen has more than 30 years of industry experience in marketing, advertising, branding, sales and market research. His background spans a broad spectrum of responsibilities from market planning in the business, consumer and government sectors to competitive intelligence, advertising, copy testing, brand tracking and media planning.

Trained by veterans of the Central Intelligence Agency (CIA), Professor Johnsen was a founding member of AT&T’s Competitive Intelligence unit, wherein he was responsible for forecasting the expected marketing strategies of AT&T’s top five competitors, quantifying their competitive expenditures, estimating the likely impact of those expenditures on the top five competitors’ market share and recommending competitive response strategies for AT&T.

Professor Johnsen has also served as AT&T’s expert witness for market research, and he designed and managed the first telephone bill harvesting market research study used in a contested regulatory proceeding.

Before retiring from industry, Professor Johnsen was responsible for all copy testing, brand measurement and advertising tracking for the 2006 national relaunch and repositioning of the new AT&T brand.

Professor Johnsen retired from AT&T in July of 2009 to pursue a second career in academia. While working full time for AT&T, he gained more than 15 years experience in adjunct teaching positions at Saint Louis University, Webster University, University of the Incarnate Word and The University of Texas at San Antonio.

Professor Johnsen holds a Ph.D. in marketing from Saint Louis University, an MBA from Oral Roberts University, and a B.S. in Marketing from Rutgers University. His teaching and research areas of interest focus on the use of “tensile price claims” in consumer advertising, brand measurement, marketing strategies, market research and international marketing. He has co-authored several conference and proceedings papers, including papers on the users of interactive communications technologies and on the differing perceptions of sales careers.