Aziza C. Jones
University of Wisconsin-Madison, Wisconsin School of Business
“I am nominating Professor Aziza Jones because of the significant and lasting impact she has had on both my academic and personal development. Academically, her mentorship provided me with a solid foundation in marketing research methodology, allowing me to deeply understand the field and apply it effectively. On a personal level, she exemplified how to pursue your passions with enthusiasm and resilience, encouraging me to take action without fear of failure.” – Yuanming Song
Aziza Jones, 34, is an Assistant Professor of Marketing at the University of Wisconsin–Madison, Wisconsin School of Business.
Her research leverages marketing to combat inequality through two lenses. First, she investigates the impact of existing perceptions of inequality on consumer behavior, offering insights to business executives on incorporating considerations of inequality into strategic decision-making. Second, she explores the role of marketing in highlighting and empowering underrepresented communities, providing recommendations for public entities on how to advance equity through promotional efforts.
Jones is the winner of the Rutgers Presidential Fellowship, the 2020 Eli Jones Research Award, and the 2023 Mabel W. Chipman Outstanding Junior Faculty Teaching Award. She frequently presents her work at leading marketing conferences like the Association for Consumer Research, the American Marketing Association, and the Society for Consumer Psychology.
BACKGROUND
At current institution since what year? 2021
Education: PhD in Business from Rutgers University
List of Undergraduate courses you teach: Brand Management & Strategy
TELL US ABOUT LIFE AS A BUSINESS SCHOOL PROFESSOR
I knew I wanted to be a business school professor when… I realized the joy I felt in sparking curiosity and making complex ideas click for others. Teaching has been a passion of mine since childhood; my mother loves to share that I used to come home from elementary school and “play class” with my dog—though let’s just say, she wasn’t always the most enthusiastic student! Thankfully, my current students are much more engaged, which only deepens my love for teaching. That early excitement has evolved into a true passion, and now, nothing energizes me more than witnessing my students’ faces light up when they grasp a new concept or connect it to their own experiences.
What are you currently researching and what is the most significant discovery you’ve made from it? One of my most significant discoveries came from collaborating with my incredible coauthors, Dr. Broderick Turner and Dr. Kalinda Ukanwa. Together, we published a paper showing how race plays a critical role in shaping parents’ school choices for their children. Currently, we’re exploring strategies that schools can use to influence parents’ openness to selecting more diverse educational environments. Our goal is to understand how schools can effectively market themselves to promote desegregation—a vision we’re deeply committed to pursuing. It’s the kind of work that keeps me inspired and driven every day.
If I weren’t a business school professor, I’d be… a psychologist. I’m passionate about seeing the world through others’ perspectives, and I believe I could help brighten someone’s day by showing them how to view life from a fresh angle.
What do you think makes you stand out as a professor? I bring 100% of my energy to every class, fully focused on creating an engaging experience for each student. From the moment they walk in, I want them to feel the positive vibe—I often have upbeat music playing and take a moment to ask how they’re doing before diving into the day’s topic. Throughout the session, I highlight intriguing aspects of the material and introduce fresh, unexpected examples to keep it dynamic. Gradually, I see their excitement build to match my own, and before we know it, the class time flies by.
One word that describes my first time teaching: Overwhelming. My very first class had 96 students!
Here’s what I wish someone would’ve told me about being a business school professor: Each lecture is as insightful and fun as you are willing to make it.
Professor I most admire and why: Dr. Jerome Williams and Dr. Kristina M. Durante (I have to name both!). Together, they taught me to imagine the possibilities in the classroom, in my research, and in my service engagements.
TEACHING BUSINESS SCHOOL STUDENTS
What do you enjoy most about teaching business students? They come with so many ideas! Every time I think I’ve seen it all, some of them continue to surprise me.
What is most challenging? Our students are juggling so many different classes and extracurricular activities at once. I never want them to feel overwhelmed with what we’re doing in my class, so I try to create a balanced course with plenty of check-in points.
In one word, describe your favorite type of student: Engaged
In one word, describe your least favorite type of student: Indifferent
When it comes to grading, I think students would describe me as… Fair, but critical. I always provide my students with a rubric, particularly for their focal semester-long project, so they know exactly what factors into their grade.
LIFE OUTSIDE THE CLASSROOM
What are your hobbies? I’m an outdoor enthusiast. I love taking long bike rides, and I snowboard during the winter season. I could easily get lost in the mountains on a wild adventure.
How will you spend your summer? I’ll travel to visit my family in Akron, Ohio. My partner Donnie and I are hoping to go on another international trip. This year, we were fortunate enough to visit Tokyo for the first time, and we’re excited to see what else is out there.
Favorite place(s) to vacation: Anywhere in a mountain blizzard: Jackson Hole, Wyoming, or Vail, Colorado. I’m always excited for the winter months.
Favorite book(s): Dark Matter. I love books that are hard to predict. This one had me guessing on every page.
What is currently your favorite movie and/or show, and what is it about the film or program that you enjoy so much? I can watch The Haunting of Bly Manor every month and never get tired of it. Some stories feel new every time you watch them.
What is your favorite type of music or artist(s) and why? I love Cat Burns. Her music is mesmerizing.
THOUGHTS AND REFLECTIONS
If I had my way, the business school of the future would have… a far more interdisciplinary pull. We lose so much information between fields, even when the same topics are being explored from different perspectives.
In my opinion, companies and organizations today need to do a better job at… retaining diverse talent. Many organizations want diverse talent but don’t understand the support needed to maintain these individuals over time. In my class, I teach my students about cohort hiring, where organizations recruit diverse employees but see better retention when they provide ongoing support.
I’m grateful for… every one of my students, coauthors, and colleagues. You truly inspire me.
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