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Professor Shares Expertise Relating to Marketing of National Breast Cancer Awareness Month

October 3, 2014

When NBC reporters recently turned to Northwood University to learn more about the marketing behind October’s National Breast Cancer Awareness Month (NBCAM) also known as “Pinktober,” Jennifer McFarland, Florida’s Associate Professor and Chair of Marketing and Advertising shared insight.

As the WPTV crew visited her classroom and filmed her sharing NBCAM marketing strategies with students, McFarland explained that retailers and businesses are learning that in addition to fulfilling customer needs, they can support an important cause targeted toward generating awareness of the disease and finding a cure. She then shared examples relating to Belk department stores donating three million dollars within the past three years to the effort, and Yoplait yogurt’s famous campaign that gives back ten cents for every lid. To view the television interview, please click here.

Considered industry experts, Northwood University faculty members regularly share knowledge relating to a variety of headline stories.

Jennifer McFarland brings over 15 years of agency and corporate marketing experience into the classroom. Having worked in the areas of advertising, marketing, corporate communications and public relations, Mrs. McFarland incorporates “real life” knowledge along with the text book by inviting guest speakers from advertising agencies and corporate communications departments nationwide into her class room. In class, students gain hands-on experience working with actual clients to create advertising / marketing campaigns and build their personal portfolios, all while gaining industry knowledge, experience and insights as they explore the ever-changing world of integrated marketing communications.

Prior to joining Northwood University, Mrs. McFarland served as an account executive for Curran & Connors, Inc., the country’s largest designer of annual reports and investor communications materials. While at Curran & Connors, she managed more than $1.2 million in revenue, and consulted several Fortune 500 accounts. She also served as the sole writer for Lynn University in its marketing and communications department. Prior to Lynn University, Mrs. McFarland was Director of Public Relations for The Mark Group, a woman’s clothing cataloger and retailer with three national brands. McFarland has also worked at Edelman Worldwide in Chicago and for the National Hockey League’s Philadelphia Flyers.

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