Samantha Gibson

Instructor and Director of Digital Marketing Programs




  • DBA, University of Wisconsin Whitewater (2021)
  • MBA, Northern Illinois University (2002)
  • Masters Start, University of Pittsburgh Katz Graduate School of Business (1998)
  • BSBA, Robert Morris University (1993)

Research Interests

  • Omni-channel retailing
  • Franchise retailing
  • Strategic digital branding


Professor Gibson spent over 20 years in industry, including several leadership roles at 7-Eleven, PepsiCo and BP Oil. In 2009, Professor Gibson began a journey of instructing MBA students for Northern Illinois University's evening MBA program. After 20 years in the industry, Professor Gibson decided to embark on her DBA at the University of Wisconsin Whitewater. In addition, Professor Gibson joined the Department of Marketing on a full-time basis August 2018.

Professor Gibson's teaching philosophy is bringing real-life examples into the classroom. Mentoring and teaching students to understand what a career in business entails is the model of her classrooms, both graduate and undergraduate. For example, students learn Mimic Pro, in the initial course of Digital Marketing at the undergraduate level. In addition, students embark on difficult projects, such as building an integrated marketing campaign for organizations that need help or repair in their marketing strategies. Professor Gibson combines her knowledge of the business world into the classroom.

Currently, Professor Gibson has been assigned the task of Directing the Digital Marketing programs, both graduate and undergraduate for the College of Business and has created a Board of Directors. The focus of the future of both programs is to engrain our programs into the business world where students will have direct access to leading organizations in digital marketing. The goal of a 'triple' threat is paramount; students will be taught and trained in digital marketing strategy, digital analytics and digital technology. The 'triple' threat will be the driving force of our digital marketing programs.

Contact Us

NIU College of Business
Barsema Hall
740 Garden Road
DeKalb, IL 60115

Departmental Contacts

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