Mitch Hamilton
Loyola Marymount University
“Dr. Hamilton style is very… cool. I don’t mean that lightly. He has a way of making students feel at home and curious to learn and never stop learning. He gives students hope (and skills/tools) that they can do something with marketing, research, sharp insights, and data that can transcend fiscal KPI’s and can truly make change in this world. I specifically remember him teaching the “ triple bottom line approach” where businesses can consider people, planet and profit as their Northstar – and that ultimately this is a strategy that is both needed and will prevail.” – Gina Galvin
Mitch Hamilton is Professor of Marketing and Co-Founder of the Applied Learning in Societal Transformation (A-LIST) program at Loyola Marymount University’s College of Business Administration. A recognized thought leader in consumer behavior and culture-driven branding, Dr. Hamilton brings more than a decade of experience advancing inclusive, impact-focused approaches to business education and brand strategy.
His research and teaching examine how culture and identity shape consumer–brand relationships, with particular focus on the digital consumer-self and brand meaning-making through culture. Trained in both quantitative modeling and experimental design, Dr. Hamilton integrates social psychology and marketing science to explore how brands can authentically engage diverse communities and drive societal impact.
At LMU, he has pioneered innovative, experiential learning models that merge academic rigor with community engagement. Through A-LIST, students partner with major organizations across sports, entertainment, and social enterprise —including the NBA Players Association, Sony Pictures, and Think Watts Foundation— to design marketing strategies that promote equity and inclusion.
Beyond the classroom, Dr. Hamilton’s scholarship and leadership have been featured by the Marketing Science Institute and multiple media outlets for their contributions to the study of brand activism and cultural relevance in marketing. His teaching is grounded in the triple-bottom-line philosophy of profit, people, and planet, which guides his approach to developing ethical and socially conscious business leaders. His career reflects a commitment to redefining marketing as a vehicle for authenticity, community, and transformation.
BACKGROUND
At current institution since what year? 2012
Education: BS in Marketing, San Diego State University; MBA, Clark Atlanta University; PhD in Consumer Behavior, Syracuse University
List of Undergraduate courses you teach: Brand Storytelling, Building Brand Through Culture, Rethinking the Marketplace, Brand Activism, Marketing & Business Communications
TELL US ABOUT LIFE AS A BUSINESS SCHOOL PROFESSOR
I knew I wanted to be a business school professor when … I knew I wanted to be a business school professor when I discovered the job came with spring and winter breaks… and supposedly summers off. (Still waiting on that last part, by the way.)
What are you currently researching and what is the most significant discovery you’ve made from it? One of my current projects explores the psychology behind cancel culture, why consumers choose to “cancel” brands and what this means for companies navigating today’s digital landscape. Our research suggests that cancel behavior isn’t always driven by pure moral outrage. Instead, it often functions as a form of retributive justice, a way for consumers to restore balance when they feel personally wronged. We’ve also found that social media may amplify this impulse by giving individuals a platform to seek justice and hold brands accountable when they feel personally offended.
If I weren’t a business school professor, I’d be … A master chef. Being a chef is a lot like being a marketing professor. Both build upon the classics, whether it’s a timeless recipe or a foundational marketing theory. But the real magic happens when you add your own style. A chef experiments with flavors, ingredients, and new techniques; I do the same with ideas, technologies, and teaching styles. In both worlds, you honor the tradition, trust your creativity, and aim to serve up something that inspires, satisfies, and keeps people coming back for seconds.
What do you think makes you stand out as a professor? What makes me stand out as a professor is a blend of authenticity and innovation. I show up as my full self in the classroom—no pretense, no performance—and I invite my students to do the same. I believe learning should feel real, not rehearsed. Thus, my courses are built around experiential projects that connect students directly with industry partners, giving them the chance to tackle live business challenges and collaborate with some truly inspiring people and brands.
One word that describes my first time teaching: It was a “movie” for sure. But I won’t say which genre lol.
Here’s what I wish someone would’ve told me about being a business school professor: I wish someone had told me that “summer break” is more of a suggestion than a reality, and that emails never really take time off.
Professor I most admire and why: Dr. Melvin Stith. Though he’s now retired, his impact continues to echo through the lives of everyone he’s mentored, including mine. He saw potential in me long before I saw it in myself, and he poured his time, wisdom, and belief into helping me realize it. I can say with complete certainty that I wouldn’t be a professor today if he hadn’t chosen to invest in me.
TEACHING BUSINESS SCHOOL STUDENTS
What do you enjoy most about teaching business students? What I enjoy most about teaching business students is watching them grow. I often meet them as wide-eyed sophomores in our introductory marketing course and then see them again as confident seniors in the A-LIST capstone, where they lead projects, pitch ideas to C-suite executives, and think like real strategists. Seeing that evolution is easily the most rewarding part of what I do.
What is most challenging? The most challenging part of teaching business students is resisting the urge to jump in and solve the problems for them, especially during their industry partner projects. It’s tempting to step in, offer unsolicited advice, or smooth over obstacles for them. But I believe that the real learning happens when they wrestle with the challenges themselves, make mistakes, and figure out solutions on their own.
In one word, describe your favorite type of student: Engaged.
In one word, describe your least favorite type of student: Indifferent. It’s difficult when the student doesn’t care.
When it comes to grading, I think students would describe me as … Someone that is more concerned about the learning experience than the grades.
LIFE OUTSIDE THE CLASSROOM
What are your hobbies? I love being the “unofficial” assistant coach for my kids’ sports teams. And watching shows on the Food Network.
How will you spend your summer? This summer, I’ll be dividing my time between my son’s Little League All-Stars practices and games, and teaching my daughter how to drive.
Favorite place(s) to vacation: Hawaii. But really anywhere tropical, as long as I can just lay around and be lazy.
Favorite book(s): One of my favorite books is Start with Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek
What is currently your favorite movie and/or show and what is it about the film or program that you enjoy so much? Curb Your Enthusiasm. My wife and I would laugh nonstop when we watched that show.
What is your favorite type of music or artist(s) and why? Of course the Fresh Professor loves Hip Hop and R&B.
THOUGHTS AND REFLECTIONS
If I had my way, the business school of the future would have much more of this … As a marketing professor, I’d like students to work on more real-world problems and worry less about memorizing “perfect” answers.
In my opinion, companies and organizations today need to do a better job at … Many companies today need to do a better job of living their brand promises. Consumers don’t buy products, they buy meaning, identity, and trust. If your brand says one thing but does another, people notice. Be authentic everywhere, not just in your marketing, and loyalty will follow.
I’m grateful for … My family.
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