Judith Madill
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Biography
Dr. Judith Madill received her Undergraduate degree and Masters from the University of Manitoba and her PhD from the Ivey School of Business, University of Western Ontario. As a Professor of Marketing at the Telfer School of Management, she engages in an active research program and has authored over 75 refereed research papers in the marketing and management fields. Most recently, Dr. Madill’s research has focused on social marketing, social entrepreneurship and sponsorship. For Dr. Madill, doing business just to make money is worthwhile, but not quite enough. As a result, in her research she explores how social marketing and social entrepreneurship can help make the world a better place. Judith is a frequently invited speaker on marketing in both the academic and practitioner worlds and is a recent winner of awards for both teaching and research.
Changing the World through Social Marketing
Social marketing involves utilizing commercial marketing philosophies and tools in order to benefit society. Examples of the use of social marketing include programs designed to encourage smoking cessation, campaigns designed to encourage individuals to behave in environmentally responsible ways, and programs designed to encourage and assist individuals to eat well and exercise appropriately in order to enjoy the benefits of healthy lifestyles. Many social marketing programs are financed at least partly through attracting sponsorship resources, and most recently, Professor Madill’s research has focused on how to effectively utilize sponsorship as a means of financing social marketing programs and campaigns.
Changing the World through Social Entrepreneurship
Social entrepreneurship may be defined as using and applying business practices to generate revenues and income in organizations that have primarily a social mission. A good example of this would be a soup kitchen that serves free or low-cost meals to those in need, while generating revenues and profits from a catering business to fund this social mission. Research conducted by Dr. Madill and her colleagues shows that such organizations often strive to achieve greater financial self-sufficiency, work to achieve social transformation and are often considered to be quite innovative organizations. Most recently, Professor Madill and her graduate students have been working to identify and analyze the marketing strategies that are most often utilized and are most effective in achieving financial self sufficiency in such organizations.
