It’s not unusual for Ryan Elder, an associate professor of marketing, to receive a handwritten note from a previous student. Those thoughtful communications are reminders of what he loves most about teaching at BYU Marriott: working closely with students and helping them prepare for not only their first jobs out of school but also the rest of their careers.
“It’s great to hear from my students,” he says. “They talk about how they’re using things they learned from me and how much they appreciate the time I spent getting to know them on a personal level. Working closely with students isn’t unique to BYU, but I think more faculty here are committed to being involved beyond just sitting in the classroom.”
Elder wasn’t always all about the students. “Research is the currency that scholars use in the academic world,” he observes. “So initially I thought that spending time in the classroom and one-on-one with students might take away from my ability to focus on that priority.”
However, it wasn’t long before Elder discovered the value of what he calls the “sweet spot” at BYU. “The expectations for quality research and publication is high,” he explains, “while the expectation to work closely with students is just a given. We have world-class teachers and world-class scholars, and it’s great to work among faculty members who are setting such a great example and inspiring both each other and our students.”
Much of Elder’s research is conducted alongside students, who have helped him study advertising effectiveness and sensory marketing. Most recently, that research has involved partnering with Google to run fake advertisements on YouTube and then measure why people watch the videos, how much information they retain, and whether they are motivated to make a purchase. His research also utilizes BYU Marriott’s marketing and behavioral research lab, which he calls an incredible asset.
“I want to make sure I give my students the education and experience they need when they hit the job market,” Elder says. “The more hands-on experience we can provide—the more opportunities they have to work with real companies on real projects—the better.”
_____
This story was featured in BYU Marriott's 2018 Annual Report.