Gies Faculty Profile – Maria Rodas

After earning her MBA from Columbia Business School in 2007, Maria Rodas quickly had an epiphany of sorts. She went straight to work for General Mills in brand management jobs for such well-known brands as Fruit Roll-Ups, Old El Paso, and Yoplait for Kids. But it was in her stints as a multicultural marketing manager for both Wm. Wrigley and General Mills when Rodas discovered she really wanted to become a business school professor.

“A burning curiosity took root in my mind,” she recalled. “While I genuinely enjoyed the challenges of my role, there were countless times I found myself restless, yearning to delve deeper into the ‘whys’ behind our observations. Given the fast-paced nature of the corporate world, diving deeper was often a luxury we couldn’t afford. That’s when I realized that academia was calling me.”

So Rodas pursued a PhD in marketing from the University of Minnesota’s Carlson School. After earning her degree in 2019, she made the career switch, joining USC’s Marshall School of Business and then the Gies College of Business in 2021 as an assistant professor of marketing.

Rodas looks back on her career thus far and has no regrets. “Every single day is a learning journey for me,” she says. “Whether I’m diving into my research, standing in front of a class teaching, or just staying updated on the latest in the industry – there’s always something new, something enlightening. It’s rare, I think, to find a job that keeps you so intellectually stimulated and curious. So yeah, I’m super thankful that I get to wake up and say, ‘What will I learn today?’ because I genuinely do learn, every single day.”

Title: Assistant Professor of Business Administration

At current institution since what year? 2021

Education: AB in Economics from Harvard College, MBA from Columbia Business School, PhD in Marketing from University of Minnesota

Professional bio, highlighted awards/achievements: Maria Rodas is an assistant professor of marketing and Shebik Centennial Faculty Fellow at the Gies College of Business, University of Illinois at Urbana-Champaign, where she teaches Marketing Management and Multiculturalism in the Marketplace. Her research interests focus on branding, cross-cultural, and multicultural consumer behavior. Maria is the recipient of several accolades, including the 2023 MSI Young Scholar Award, the 2018 AMA’s Matthew Joseph Emerging Scholar Award, and the 2017 PhD Project’s Promising Young Scholar Research Excellence Award. Before joining UIUC, she served as an assistant professor of marketing at USC’s Marshall School of Business and earned her Ph.D. from the University of Minnesota. Maria also holds an MBA from Columbia University and an AB from Harvard University and has a decade of experience in management consulting and the consumer-packaged goods industry, predominantly in brand management, working with renowned brands such as Yoplait, Old El Paso, Wrigley’s Extra Gum, and Palmolive.

List of courses you currently teach: BADM 520 – Marketing Management and MBA 549 – Multiculturalism in Management and the Marketplace

TELL US ABOUT LIFE AS A BUSINESS SCHOOL PROFESSOR

I knew I wanted to be a business school professor when… a burning curiosity took root in my mind. While I genuinely enjoyed the challenges of my role, there were countless times I found myself restless, yearning to delve deeper into the ‘whys’ behind our observations. One instance that stands out is when our research indicated that Hispanic consumers exhibited greater loyalty. The marketer in me appreciated the insight, but the budding scholar in me desperately wanted to unpack the reasons behind it. Given the fast-paced nature of the corporate world, diving deeper was often a luxury we couldn’t afford. It became evident that I sought a career where I could satiate this profound curiosity and, more importantly, share these nuanced understandings with others. That’s when I realized that academia was calling me.

What are your major research interests? My major research interests revolve around branding, multicultural consumer behavior, and the well-being of consumers in their consumption patterns. In simple terms, I’m curious about how brands can innovate and resonate in today’s ever-changing consumer landscape, especially considering cultural nuances. Throughout my research journey, I’ve always tried to bridge the gap between theory and practice, drawing from my background in branding and multicultural marketing.

What are you currently studying? Right now, I’m delving into a super interesting project on what I like to call ‘perspective-changing brands’. It’s about how brands can essentially shift the way consumers see things or think about the world. Imagine a brand using its logo, slogan, or even its stand on social issues in a way that encourages you to see things differently. My research is trying to uncover how these perspective shifts can actually strengthen a brand’s position in the market and, more importantly, in the minds of consumers. I’m excited about the potential insights this could offer to businesses, especially in today’s dynamic marketing landscape!

What is the most significant discovery you’ve made from your research? One of the discoveries I’m really proud of is my work on what I’ve termed ‘paradox brands’. This was all about understanding the bicultural consumer segment, which is growing rapidly. What I found was that these consumers are really drawn to brands that carry seemingly contradictory meanings. For instance, a brand that’s both traditional and modern, or rugged yet sophisticated. This ‘paradox’ resonates deeply with bicultural consumers, because they often navigate dual cultural identities in their daily lives. It’s a pretty transformative insight, not just for academic understanding, but also for businesses looking to connect with this demographic. It’s amazing when you realize that embracing contradictions in branding can actually be a strategic advantage!

If I weren’t a business school professor… I’d probably be deep in the trenches of market research, specifically focused on helping brands truly understand and engage with their multicultural consumers.

What do you think makes you stand out as a professor? My passion for marketing! This is the most common comment I get in student evaluations. When I start discussing topics like brands, consumer behavior, or anything marketing, really, I truly geek out!

One word that describes my first time teaching: Revelatory

Here’s what I wish someone would’ve told me about being a business school professor: It’s as much about being a lifelong student as it is about teaching. Every day presents an opportunity to learn, not just from research and literature, but from students, colleagues, and the ever-evolving business landscape.

Professor I most admire and why: Without a doubt, the professor I most admire is Morris Holbrook from my MBA days at Columbia. He had a profound influence on my decision to pursue academia. I remember sitting in his consumer behavior classes, completely captivated as he delved into his research. It was in those moments that I realized the beauty of academia – the liberty to explore and get paid for researching what you’re truly passionate about. When I found myself contemplating a career change, I asked myself, ‘Who seemed to have the most fulfilling job?’ Instantly, Professor Holbrook came to mind. His enthusiasm, depth of knowledge, and the way he interwove his passions with his profession truly inspired me.

TEACHING GIES STUDENTS

What do you enjoy most about teaching business students? What I really love about teaching business students is how driven they are. They come into class not just wanting to learn, but really wanting to get something they can use in the real world. It’s like they’re always asking, ‘How can I apply this tomorrow in my job?’ That kind of enthusiasm keeps me on my toes. It challenges me to make sure everything I teach is fresh, relevant, and will genuinely give them an edge. It’s that back-and-forth with students, their energy and thirst for knowledge, that gets me excited every single class.

What is most challenging? One of the trickiest parts is striking the right balance. On one side, I’ve got this wealth of academic knowledge and research I want to share. But on the other, I know students are eager for actionable insights they can apply in real-world scenarios. It’s like walking a tightrope sometimes – ensuring I’m giving them the rigorous academic foundation they need while also making it super relevant and practical for their careers. Plus, the world of marketing is always evolving! So, staying updated and ensuring my content is always on the cutting edge, that’s a fun challenge in itself.

In one word, describe your favorite type of student: Curious

In one word, describe your least favorite type of student: Close-minded

When it comes to grading, I think students would describe me as… Fair

LIFE OUTSIDE OF THE CLASSROOM

What are your hobbies? There’s nothing I love more than taking walks in nature. It’s my little slice of tranquility amidst the hustle and bustle. In fact, one of the main reasons I chose to live a bit farther from campus is to be near this stunning nature preserve, Lake of the Woods. It’s like having an escape right at my doorstep. Whenever I need a breather or a burst of inspiration, that’s where you’ll find me.

Favorite book(s): I’m a big fan of Haruki Murakami. ‘Norwegian Wood’ and ‘Kafka on the Shore’ are just… mind-bending in the best way. And then there’s ‘One Hundred Years of Solitude’ by Gabriel García Márquez. There’s something about magical realism that just speaks to me. It’s like seeing the world through a different, more whimsical lens. The blend of reality and fantasy in these books just alters my perspective in the best way possible.

What is currently your favorite movie and/or show and what is it about the film or program that you enjoy so much? Without a doubt, it’s the ‘Great British Bake-Off’. I mean, how can you not love it? In a world with so much chaos, there’s something so wholesome and comforting about watching people passionately bake in a tent. And the camaraderie among the contestants? It’s just so heartwarming. Definitely my go-to when I need a little pick-me-up.

What is your favorite type of music or artist(s) and why? You might be surprised, but I absolutely love reggaeton. Artists like Bad Bunny and Karol G are on my playlist. There’s just something about the rhythm – it’s so infectious and energizing, especially during workouts. And beyond the beat, their songs have such rich imagery. It’s captivating. I think there’s an art to any genre, and for me, reggaeton really strikes a chord.

THOUGHTS AND REFLECTIONS

If I had my way, the business school of the future would have much more of this… “If I could shape the business school of the future, there are a couple of things I’d emphasize. On the student side, I’d love to cultivate a culture where the joy of learning takes precedence over grades. It’s about embracing the experience and immersing oneself in knowledge. On the institution’s side, I think we’ve got to gear up even more for our global, multicultural world. It’s not just about borders anymore; it’s about understanding diverse cultures and perspectives, especially with how interconnected we’ve become. Technologies, migration – they’re making the world smaller, yet richer in cultural exchanges. This is why my colleague, Prof. Tina Girndt-Clougherty, and I launched the ‘Multiculturalism in Management and the Workplace’ course. But right now this is an elective course. Given how global and multicultural the business world is, many students have told us it really should be a core requirement. And honestly? I couldn’t agree more.

In my opinion, companies and organizations today need to do a better job at…  When I think about the corporate landscape today, there’s one area I feel companies could really level up in. It’s not just about ticking boxes for diversity – which is super important, don’t get me wrong – but it’s about what happens next. It’s about embracing that diversity, nurturing it, and leveraging it as a true strategic powerhouse. Because having a diverse team is one thing, but if you’re not creating an environment where everyone’s voice is heard, valued, and can influence the way forward, then you’re missing out on a golden opportunity.

I’m grateful for… I’m incredibly grateful for this job I have. And here’s why: every single day is a learning journey for me. Whether I’m diving into my research, standing in front of a class teaching, or just staying updated on the latest in the industry – there’s always something new, something enlightening. It’s rare, I think, to find a job that keeps you so intellectually stimulated and curious. So yeah, I’m super thankful that I get to wake up and say, ‘What will I learn today?’ because I genuinely do learn, every single day.