Begum Kaplan

Kaplan is an assistant professor of marketing in the College of Business and Management. She received her Ph.D. in marketing from the University of Massachusetts Amherst. Her research interests are mainly focused on ways to enhance consumer well-being including digital well-being. She's been conducting research on artificial intelligence, emotions, religiosity, text-mining and big data analysis with the aim to explore how marketing can be used for the welfare of the society. Her work has been published in top marketing journals such as Journal of Consumer Affairs. She has also presented her research at major conferences such as American Marketing Association (AMA) Winter, Marketing & Public Policy (MPPC) and Academy of Marketing Science (AMS). Since 2019, she has been teaching undergraduate and graduate courses in marketing and business.

• P.h.D., Marketing, University of Massachusetts Amherst, MA
• M.B.A., Business Administration, Nova Southeastern University, FL
• B.S., Global and International Affairs, Binghamton University, NY
• B.A., Global and International Affairs, Bilkent University, Turkey

As a teacher, Begum Kaplan understands the responsibility that is placed on her to explain, instruct and inspire her students. An overarching theme of her teaching philosophy is that of motivation, development and progress. She views each teaching opportunity as a chance to not only prepare students for their careers, but also to inspire confidence in their own abilities. The way she approaches teaching is to develop an interactive environment in the class that has the potential to teach students knowledge, skills and abilities that will help them to have critical minds in the future. She believes in the importance of a warm, welcoming and friendly atmosphere for a successful learning process. She also acknowledges that the learning process cannot be "one-size-fits-all." Some students may learn differently than others. Her main understanding from teaching is to create a class experience that will deliver long-term value to her students.

• Principles of Marketing
• Consumer Behavior
• Marketing Research
• Social Media Marketing
• Digital Marketing Strategies
• Integrated Marketing Communication

• 2018 Consortium Fellow, Academy of Marketing Science Doctoral Consortium, New Orleans
• 2017 Harold E. Hardy Award Winner, UMass Amherst, Marketing Department
• 2016 Consortium Fellow, Marketing & Public Policy Doctoral Consortium, California Polytechnic State University.