This year, the UD Alfred Lerner College welcomed several new faculty members into its community. Archana Mannem is an assistant professor of marketing; she spoke with Lerner about her research focus and what made her want to teach at University of Delaware.
Lerner: What is your professional and academic background?
Mannem: I hold a Ph.D. in marketing from Wayne State University. Prior to entering the program, I accumulated over five years of experience in marketing, operations, and staffing across diverse industries such as hospitality, technology, and healthcare.
Lerner: What is your research focus?
Mannem: I conduct research on consumer behavior; particularly, I study issues related to product labels, responsible consumption practices, donation behavior, and consumer well being.
Lerner: What inspired you to work in your field/research/subject area?
Mannem: I’ve always been fascinated by how two people with similar backgrounds and interests can make such different choices when it comes to what they buy or how they react to specific information. This curiosity led me to wonder about the various factors that shape consumer behavior and how marketing interventions might influence those decisions.
Lerner: What is it about UD that made you want to work/teach/research here?
Mannem: During my interview, I found the faculty at Lerner very welcoming. They created a comfortable atmosphere throughout the process, and I was particularly impressed by the camaraderie among everyone. It was refreshing to see colleagues on a first-name basis, and despite their remarkable achievements, everyone was so humble. As someone starting their first faculty position right out of my Ph.D. program, I truly appreciate the strong support for research and teaching that UD provides—it makes the transition so much easier.
Lerner: What course are you most excited to teach at Lerner?
Mannem: I am excited about instructing BUAD 477 – Digital Marketing. The majority of the assignments in this course are intended to create a hands-on experience. I am eager to engage with the students and help them navigate the fascinating world of digital marketing!
Lerner: What is something unique about you that may surprise your peers/students? (hobby, talent, experience etc.)
Mannem: I am a two times national gold medalist in poetry writing in India. I enjoy reading and writing prose and haikus.