UIC Clinical Professor Eliane Karsaklian’s International Journey in Marketing and Academia

Dr. Eliane Karsaklian, celebrated for her extensive contributions to the field, brings invaluable experience and expertise to her role as Clinical Professor in the University of Illinois Chicago’s (UIC) Department of Marketing. Dr. Karsaklian is an internationally recognized speaker, published author, and award-winning researcher.  

With over 15 years of international marketing experience and a background that includes living and working in multiple countries, Dr. Karsaklian transitioned to academia after earning both a PhD and an HDR, a prestigious degree known for its academic rigor in Europe. Working as a teacher, researcher, and consultant, she has held professorial positions at prominent universities, including a significant tenure in Paris. Her journey at UIC began through an invitation as a visiting professor which evolved into a permanent role as a Clinical Professor. 

As an instructor for UIC’s online Master of Science in Marketing program, Dr. Karsaklian teaches the MKTG 572: International Marketing course where her teaching philosophy centers on fostering global perspectives and cultural awareness in her students. Learn more about her course and background plus her motivations for teaching in UIC’s online MS in Marketing program and advice for prospective students. 

Can you give an overview of your background and marketing experience? 

I have 15 years of field experience in marketing across various countries and industries. After this extensive experience, I decided to pursue a more academic path, earning my PhD and subsequently the HDR. While the HDR is not very well-known in the US, it is highly regarded in Europe as a degree higher than the PhD. Since then, I’ve spent about 20 years teaching and conducting research, making me a professor, researcher, and consultant in marketing today. 

Academia has been a part of my life since before joining UIC. I was a professor at a major university in Paris and have been invited as a visiting professor at several universities worldwide.  

What motivated you to teach at the University of Illinois Chicago? 

Two main factors motivated me: my love for Chicago, which I fell in love with 15 years ago, and UIC’s international background. Having diverse nationalities in the classroom enriches my teaching, especially in courses like international marketing, global marketing, and marketing management. It’s truly beneficial to have students from various cultures and perspectives.  Even if students do not meet in person, the program includes discussion boards and various activities designed to foster interaction and collaboration, which is a significant advantage. 

What sets UIC’s online MS in Marketing program apart from others in terms of curriculum, faculty expertise, or opportunities for students? 

There are several reasons for this. Firstly, the online MS in Marketing program is specifically designed and customized for students. It’s a forward-looking program that is created from scratch rather than merely converting in-person courses to online ones. This distinction is significant. 

Also, the program is structured around courses that focus on topics in high demand by both students and companies. Graduates of our program will acquire a comprehensive skillset that is universally required by employers, whether in the U.S. or abroad. This universal need for skills is an important aspect of the program.  

The program is crafted and taught by professors who are dedicated and highly competent in their fields. They are extremely caring and committed to both the program and their students. 

Can you share insights into the key concepts or skills students can learn in your online course? 

For the online MS in Marketing program, I’m teaching MKTG 572: International Marketing, which is my field of expertise. This course is an invitation to a trip around the world, reflecting my extensive travel experiences beyond Europe and the US. I share photos and advertisements from various countries, making the course an immersive global journey for students. The primary focus is on understanding the importance of culture in strategic marketing decisions.  

We start by analyzing the failures of major companies like McDonald’s, Starbucks, and Tesco in foreign markets due to neglecting local cultures and highlighting costly mistakes. Students will learn key concepts such as cultural awareness and the impact of culture on marketing, eventually learning how to design an effective international marketing strategy. The main project involves launching a US product in a foreign country. In essence, the course equips students with the skills to succeed in the global marketplace. 

What is the most important thing you have learned about having a successful career that you would like to pass on to people considering this field? 

Curiosity has always been a part of who I am. However, in addition to curiosity, you need rigor and an understanding of people. Taking the time to observe, discuss, interact, and truly understand others is crucial, especially in business. My extensive travel and experience living and working in various countries from a young age have taught me the importance of being open to different perspectives. We are never entirely right or wrong, and recognizing that others may have valuable ideas is essential.  

Can you tell us about the most exciting project you are working on right now? 

I’m finalizing my next book, which is about AI marketing. Last year, I released a book on multicultural marketing, and my new manuscript on AI marketing is due to be finished next month. Once it’s ready and goes to the publisher, it should be released next year. While I’m not a specialist in artificial intelligence, I am analyzing its impacts and uses in marketing, including international marketing. The book explores how AI can help companies reduce failures in foreign markets.  

What advice would you offer prospective students? 

My advice is to be curious and look beyond what is immediately visible. Regardless of your major, understanding marketing is crucial for comprehending how a company operates. At UIC, I enjoy teaching graduate students from diverse backgrounds, including marketers, entrepreneurs, medical doctors, and engineers. This diversity enriches class discussions and helps students see the broader impact of marketing. So, my advice is to stay curious, look beyond the surface, and dig deeper into knowledge beyond what is immediately necessary for their current jobs.