Michael A. Belch

Professor of Marketing at San Diego State University

Michael A. Belch has been a Professor of Marketing at San Diego State since 1976. During that time, he has authored and co-authored over 50 articles in academic publications. He has also received the outstanding Marketing Professor Award numerous times and has received an Excellence in Teaching award from the College of Business Administration. Professor Belch has also taught at the University of California-San Diego, and the University of California- Irvine, as well as in France, Slovenia, China, Chile, Colombia, Peru, Spain, Argentina, Malta, Greece and the Netherlands. Prior to obtaining his Ph.D., Dr. Belch was employed by the General Foods Corporation as a Marketing Representative.

Dr. Belch published the number one selling advertising and promotions text in business schools throughout the world, titled “Advertising and Promotion: An Integrated Marketing Communications Perspective.” The text is currently in its eleventh edition, is used in over 600 universities worldwide, and has been translated into ten languages.

Dr. Belch is a member of multiple academic organizations including the Association for Consumer Research, The Academy of Advertising and the Academy of Marketing Science. He is a member of the editorial review board for the Journal of Advertising, and the International Journal of Advertising.

In addition to consulting with a number of organizations including Whirlpool, McDonalds, Intuit, IVAC and numerous advertising agencies and financial institutions, Dr. Belch has conducted marketing seminars for Arbitron, Microsoft, Texas Industries, Southern Methodist University, Square-D Corporation, Qualcomm, ViaSat and Sprint (among others). In addition, he has conducted in-house seminars for a number of television stations throughout the United States.

Dr. Belch is a Fulbright Specialist and has received the Giep Franzen award for outstanding research by the The Foundation for Scientific Research on Commercial Communication (SWOCC), University of Amsterdam.

Dr. Belch received his B.S. degree from The Pennsylvania State University, and his MBA from Drexel University. He obtained his Ph.D. from the University of Pittsburgh, with a major in Consumer Behavior and a minor in Social Psychology.