Mary Beth McCabe, DBA

Professor of Marketing

Dr. Mary Beth McCabe joined PLNU in 2021 as a full-time professor of marketing. She came to PLNU with approximately 40 years of academic and marketing experience. From 1979-1993 she served as an account executive for television stations in both Chicago and San Diego. Since 1993, McCabe has been president of Sun Marketing were she has served more than 3,000 clients, including: Novartis, Sempra Energy, Weyerhaeuser, and PepsiCo. She began her academic experience as an adjunct professor from 2005 to 2010 at the University of San Diego. More recently, she served as a professor of marketing and was the academic program director of the master of science in marketing at National University. 

Education

  • Doctor of Business Administration (DBA), Major: Marketing, Alliant International University,
    San Diego, CA
  • Dissertation: “Strategic Judgments and Perceptions of Television Station Managers about Past
    and Future Changes in the Television Marketplace,” Summary published and licensed for:
    National Association of Broadcasters (NAB)
  • Master of Business Administration (MBA) Major: Marketing, DePaul University, Chicago, IL.
  • Bachelor of Arts in Communication Arts (BA), Minors: Marketing, English, Journalism.
    University of Dayton, Dayton, OH

Courses Taught

  • Principles of Marketing - MKT 3032
  • Integrated Marketing and Sales - MKT 3036
  • Marketing Research - MKT 4032

Experience in Field

  • PROFESSOR OF MARKETING, Aug 2021-–current, Fermanian School of Business, Point
    Loma Nazarene University, San Diego, CA.
  • Classes taught: Integrated Marketing and Sales Communications, Principles of Marketing,
    Digital Marketing Essentials, Digital Marketing Content, Consumer Behavior, Marketing
    Research and Analytics, Strategic Impact in Marketing (and developed), Spring Break Study
    Abroad in South Korea and Taiwan.
  • ADJUNCT PROFESSOR, Doctoral Program. Sept 2020–Dec 2021, Golden Gate University, San
    Francisco, CA. Classes taught online: Marketing.
  • PROFESSOR, July 2020–Aug 2021, National University. San Diego, CA. Academic Program
    Director. Additional Classes taught: Advanced Mobile Marketing, Advanced Social Media,
    Consumer Behavior, Principles of Marketing, Strategic Marketing, Advertising, Marketing
    Management, International Marketing.
  • ASSOCIATE PROFESSOR, July 2015–June 2020, Academic Program Director, National
    University, San Diego, CA. Developed the Master of Science in Marketing. Classes below, plus
    additional developed/taught: Global Marketing, Mobile Marketing, Social Media Marketing, and
    Advertising.
  • ASSISTANT PROFESSOR, July 2020–June 2015, National University. Academic Program
    Director. Developed courses, supervised and staffed adjuncts, program assessment, etc. Classes
    taught online and onsite below, plus additional classes developed/taught: Marketing Principles,
    Supply Chain, Digital Marketing, e-Commerce.
  • ADJUNCT PROFESSOR, Sept 2008–June 2010. National University. San Diego, CA. Classes
    taught online and onsite: Marketing Management, Consumer Behavior, e-Marketing.
  • ADJUNCT PROFESSOR, 2005–2010. University of San Diego, San Diego, CA. Intro to
    Marketing, Business English, Business Marketing for International Students, Hispanic Marketing
  • FOUNDER, 1993–Current. Sun Marketing Advertising/Media, San Diego, CA. Advertising and
    Marketing consulting firm serving more than 3,000 clients, including: Novartis, Sempra Energy,
    Univision TV San Diego, Televisa, Weyerhaeuser, PepsiCo, Ball Honda, Poway Road of Cars,
    Chula Vista Ford, Honda, and Kia, Poseidon Restaurant, Center for Sustainable Energy, Cox
    Communications
  • ADJUNCT PROFESSOR, 1993–4, San Diego State University, San Diego, CA. Course taught:
    Advertising
  • ADJUNCT PROFESSOR and CURRICULUM DEVELOPER, 1985–1991, 2008–2010,
    University of California, San Diego Extension, San Diego, CA. Teaching onsite and online:
    Advertising, International Marketing, Marketing Research, Hispanic Marketing, Internship
    Advisor
  • ACCOUNT EXECUTIVE, 1982–1993, KUSI-TV, San Diego, CA. Recognized as top sales
    leader in development of new advertising revenue for independent television station
  • ACCOUNT EXECUTIVE, 1979–1982, WCIU-TV, Chicago, IL. Recognized as a new business
    sales leader for Univision-affiliated Hispanic television station

Professional and Community Involvement

  • American Marketing Association, 2010-present
  • MIT Enterprise Forum Chapter Board Member, Education Chair, 1988-2021
  • Board Member, Del Mar Foundation’s Red Nose Run, 2000–2026, raising funds for
    Semper Fi/America’s Fund and San Dieguito River Park
  • American Marketing Association, San Diego Chapter Board Member, 2012–2015,
    2021–current, Vice President, Collegiate Relations. Organized 3 regional events:
    Member at Large; involved in all chapter activities
  • Judge: Cause San Diego Social Impact Scholarships 2018–2026

Awards and Honors

  • 26th Annual Jacobs Clevenger Integrated Marketing Case Competition - Theranos, Marketing Management Association, Finalist, 2021
  • 25th Jacobs Clevenger Integrated Marketing Case Competition - Peloton, Marketing Management Association, Award, 2020
  • President’s Award for Online Content Development, National University, 2018
  • San Diego Ad Club Lifetime Achievement Award for Hispanic Marketing
  • Pedagogical Enrichment Grant, Center for Teaching and Learning, PLNU, 2025
    Presenting Aug 18, 2026, on PLNU Faculty Scholarship Day. “More You, Less A(I) Anxiety in
    the Marketing Classroom.”
  • Silver Circle Award, 25 Years in Television, NATAS Pacific Southwest Chapter
  • San Diego Ad Club Lifetime Achievement Award for Hispanic Marketing

Dissertations, Presentations, and Publications

  • Becker, M. Berney, P. Hanley, M. & McCabe, M. (2021) Mobile Marketing Essentials.Stukent, Inc., Rexburg, ID (9th edition).
  • McCabe, M. (2021). Intersections in Marketing Practice and Marketing Education: Bridging the Gaps. In Management Association. (Eds.), Research Anthology on Business and Technical Education in the Information Era (pp. 1351-1369). IGI Global.
  • McCabe, M. & Fisher, M. (2020) Seabourn Cruise Ships Niche Markets. In Susan Jones & Steven Kelly (Eds.) The IMC Casebook, Cases in Integrated Marketing Communications (2nd ed pp. 150-162). Jacobs-Clevenger.
  • McCabe, M. & Weaver, R. (2019). Mobile Marketing Strategies Create Value. Thrive Presentation Event, Taipei, Taiwan.
  • McCabe, M. (2018). Privacy Needs to Be Personal. Keynote, IACBE District Meeting, La Jolla, CA.
  • McCabe, M. (1988). Strategic judgments and perceptions of television station managers about past and future changes in the television marketplace. Published summary by the National Association of Broadcasters (NAB).
  • McCabe, M. (2026). "Beyond Tourism: Leveraging Study Abroad for Measurable Marketing
    Learning Outcomes” Marketing Educators Association, San Diego.
  • McCabe, M. (2026). Training Students: AI-Teamwork for Marketing Roles, National Chenchi
    University Lecture, Taipei, Taiwan, March.
  • McCabe, M. (2025). "AI is Present: Are you? Adapting to the Changes of Artificial Intelligence
    in Business," Korea Nazarene University Assembly, Cheonan, South Korea, March.

  • McCabe, M. (2024). Embracing AI in Mobile Marketing, Marketing Management Fall
    Conference, Santa Fe, New Mexico.

    OTHER PUBLICATIONS/PRESENTATIONS: NON-PEER REVIEWED

  • McCabe, M. (2026). 5 Steps to Solo Travel, Part C: Adventuring Alone (Dr. Mary Travelbest)
  • McCabe, M. (2024). Faculty panelist, “Curriculum Development for Digital Marketing.”