Ursula Y. Sullivan

Associate Professor




  • Ph.D., Northwestern University, Marketing
  • M.S., Northwestern University, Marketing
  • B.B.A., University of Texas at Austin, International Business and Marketing


Professor Sullivan's research focuses mostly on marketing strategy, including some very new analyses of customer preferences for autonomous vehicles. Some of her published research has been in multiple channels of communication which includes one of the first papers to examine the omnichannel phenomenon and which really propelled her interest in engaging customers wherever they want to be. She has presented her research at several academic conferences and her publications can be found in various business journals including Journal of Marketing, Industrial Marketing Management, and Journal of Business and Industrial Marketing. She has also received Best Paper awards for her research on global distribution and supply chain alliances.

Her teaching covers and has covered many aspects of marketing strategy, including multinational and global marketing, biotech marketing, international channel strategy and purchasing and supply chain management. At Northern Illinois University, Professor Sullivan teaches marketing strategy (undergrad), global marketing (undergrad and graduate), content marketing (graduate) and buyer behavior (undergrad). Her classes are both online and on campus.

In addition to her research and teaching, Professor Sullivan's work experience and consulting have been in the consumer-packaged goods (CPG), grocery wholesaling and foodservice industries.

She currently serves as the program co-chair for the Marketing Management Association (MMA) Fall Educators' Conference (through 2021). She is also on the board of the MMA. Professor Sullivan enjoys serving in varying capacities with the Ph.D. Project, which encourages and mentors students of color as they work on their doctorate degrees. At NIU, she serves on the Department of Marketing Curriculum Committee as well as the University Assessment Panel at the university level. She is an authorized departmental representative for the Institutional Review Board at NIU.

Professor Sullivan is married and has two sons in high school. She volunteers her personal time at the boys' school and extracurricular activities as well as at her church. She enjoys reading 19th century English literature and "old-school" mysteries.

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

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