Jennifer Dapko, Ph.D.
Assistant Professor of Marketing
It is my hope that students become life-long learners well beyond the classroom. I emphasize inquiry-based and self-directed learning as two key learning methods whereby students are encouraged to develop critical thinking skills and build the confidence to hunt for knowledge.
Dr. Jennifer Dapko is Assistant Professor of Marketing in the Barney Barnett School of Business and Free Enterprise. Marketing is Dr. Dapko’s passion both inside and outside of the classroom. Her marketing career began in 1998 working for IBM in the community relations division. Ever since, she’s been immersed in the world of marketing working in industries such as internet technology, software as a service, hotels and tourism, research, property insurance law, and education.
In her 20 year career, Dr. Dapko has been directly responsible for digital advertising, social media marketing, events, public relations, marketing communications, training and development, email marketing, website development, non-profit marketing and fundraising, data analytics, and market research.
Dr. Dapko has a Ph.D. in Marketing and an M.B.A. from the University of South Florida, and a B.S. in Public Relations from Florida State University. She has taught marketing courses such as Advertising and Promotions, Professional Selling, Marketing Principles, Marketing Strategy, Social Entrepreneurship, and Business Analytics.
Prior to joining Florida Southern College, Dr. Dapko served as a senior analyst on the Customer Intelligence Solutions team for Marriott Vacation Club International. There she was responsible for improving sales and marketing performance via market research and data mining analysis. Additionally, she served as a director of marketing for a law firm. There she was responsible for building brand awareness and generating revenue through comprehensive print and digital marketing communications, public relations campaigns, sales MarCom support, and radio and TV initiatives.
Broadly, Dr. Dapko’s research interests include understanding effective persuasion tactics in interpersonal and mass media marketing communications. She is fascinated by sales and marketing communications in nontraditional, newer, and emerging technologies. She has published in Journal of Marketing Channels, Journal of Selling, and Management Decision.
Dr. Dapko volunteers her spare time to animal welfare organizations assisting them with website development, digital marketing, and direct mail fundraising. She enjoys spending time with her three dogs, staying active outdoors, and balancing the previous two with a healthy dose of Netflix.
- Ph.D., Marketing, University of South Florida
- M.B.A., Business Administration, University of South Florida
- B.S., Public Relations, Florida State University
- Faculty Research Grant awarded by the Barney Barnett School of Business & Free Enterprise (Summer 2020) for “The Importance of Social Media Responsiveness for Unfamiliar Brands”
- Faculty/Student Research Grant awarded by Florida Southern College (Summer 2015) for “Best Small Business Social Media Strategies to Increase Purchase Intention: An Empirical Investigation” with Sam Parsons, Bree Olson, Sarah Kahn, and Matt Lalli
- Faculty Research Grant awarded by Florida Southern College (Summer 2015) for “Check the Box: Examining Employers’ Perceptions of Prospective Employees with Felony Convictions” with Dr. Lisa Carter
- Faculty/Student Research Grant awarded by Florida Southern College (Summer 2014) for “An Exploration of Social Media Usage by Very Small Businesses: What They Are Doing and Tactical Solutions for Improvement” with Nikole Dangelo
- Doctoral Fellow, Sheth Consortium (2011)
- Doctoral Fellow, Society for Marketing Advances (2009)
- Doctoral Fellow and competitive paper award recipient, National Conference in Sales and Sales Management (2009)
- Doctoral Travel Fellowship, Sales Excellence Institute Conference (2009)
Dapko, Jennifer, Stefanie Boyer, and Eric Harris. "The Importance of Timely Social Media Responsiveness." Journal of Digital & Social Media Marketing (forthcoming).
Dapko, Jennifer L., and Andrew B. Artis. “Writing Effective Prospecting Emails: An Instructional Guide.” Journal of Selling 16, no. 1 (2016).
Parris, Denise Linda, Jennifer Dapko, R. Wade Arnold, and Danny Arnold. "Exploring Transparency: A New Framework for Responsible Business Management." Management Decision 54, no. 1 (2016).
Dapko, Jennifer L., and Andrew B. Artis. "Less is More: An Exploratory Analysis of Optimal Visual Appeal and Linguistic Style Combinations in a Salesperson's Initial-Contact E-mail to Millennial Buyers Within Marketing Channels." Journal of Marketing Channels 21, no. 4 (2014): 254-267.
Conference ProceedingsDapko, Jennifer and Ryan Buckley (2016), “A Content Analysis of how to Create the Perfect Viral Video,” Direct/Interactive Marketing Research Summit, Los Angeles, CA (October).
Carter, Lisa and Jennifer Dapko (2016), “Check the Box: Examining Employers' Perceptions of Prospective Employees with Felony Convictions; Preliminary Findings,” Academy of Criminal Justice Sciences Conference, Denver, CO (March).
Dapko, Jennifer and Nicholas Palmerton (2015), “The Importance of Social Media Responsiveness for Unfamiliar Brands,” Direct/Interactive Marketing Research Summit, Boston, MA (October).
Carter, Lisa and Jennifer Dapko (2015), “Check the Box: Examining Employers’ Perceptions of Prospective Employees with Felony Convictions,” Academy of Criminal Justice Sciences Conference, Orlando, FL (March).
Artis, Andrew B., David E. Fleming, Jennifer L. Dapko & Matt A. Askew (2014), “A Content Analysis of Methods & Strategies Used by Authors Published in the Journal of Professional Selling & Sales Management,” National Conference of Sales Managers (NCSM), Miami, FL, (April).
Besharat, Ali, Stefanie L. Boyer, and Jennifer Dapko (2013). “An Investigation of the Millennial Generation’s Attitudes toward Email Usage in Personal Selling,” National Conference of Sales Managers (NCSM), San Diego, CA (April).
[The abstract has also been published in the Journal of Personal Selling & Sales Management, Vol. XXXIII, No. 3, pp. 335–339.]
Dapko, Jennifer and Anand Kumar (2012), “Changing the Persuasion Paradigm: Transparency as a Pro-Social Persuasive Marketing Communications Strategy,” The Center for Positive Marketing Conference (November).
Dapko, Jennifer (2011), “Yes You Can! Establish Trust and Rapport with Customers through Initial Email Communications,” National Conference for Sales Managers (March).
Dapko, Jennifer and Anand Kumar (2011), “Transparency as a Mechanism for Reducing Consumer Skepticism,” American Marketing Association academic conference (February).
Dapko, Jennifer and Anand Kumar (2009), “Why Virtual Sales Agents Influence Online Shopping Behavior: Persuasion Effects Explained,” Sales Excellence Institute conference (April).
Dapko, Jennifer (2009), “The Impact of Dyadic Nonverbal Behaviors in an Online Sales Context,” National Conference of Sales Managers (March).
Invited PresentationsCarter, Lisa, Jennifer Dapko, and Deah Quinlivan (2014), “Top Five Tips for Activating Your Student Club,” Florida Southern College Fall Faculty Forum (August).
Dapko, Jennifer (2014), “What Do the Characters of ‘Catching Fire’ Know about Marketing?” Florida Southern College Freshman Orientation (August).
Dapko, Jennifer (2014), “Gaming and Marketing,” Florida Southern College LIB 1998 (April).
Dapko, Jennifer (2012), “Persuasive Communication Strategies for Dealing with Stakeholder concerns,” Barney Barnett School of Business & Free Enterprise Business Certification Course (October).