Beth Fossen
Kelley School of Business, Indiana University
“Professor Beth Fossen is a scholar-educator whose career demonstrates extraordinary impact on students, on the field of marketing, and on business practice. She combines innovative teaching with an internationally recognized research portfolio that informs both industry and policy. Since joining Indiana University’s Kelley School of Business in 2016, she has taught and mentored more than 1,000 undergraduate students, designed transformative curricula, and shaped the next generation of business leaders. As a researcher, her award-winning work advances understanding of advertising, digital media, and political marketing—areas at the heart of business and society.” – Sreeni Kamma, associate dean for academics
Beth L. Fossen, 38, is an associate professor of marketing and the Eli Lilly and Company Faculty Fellow at Indiana University’s Kelley School of Business, where she has taught since 2016. She is an empirical quantitative researcher whose work investigates advertising, social and digital media, and political communication.
Her research has examined questions such as: “Do very short “micro” ads work?” “How does emotional language in political social media shape engagement?” and “What happens to advertisers when political content interrupts consumers’ media experiences?” Her research has been published in leading outlets such as Journal of Marketing, Marketing Science, Information Systems Research, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing and have been covered in the news media, in outlets such as The New York Times, Bloomberg, Fast Company, and AdAge. She currently serves as co-editor of the Journal of Interactive Marketing and as an associate editor for Marketing Science.
At Kelley, Professor Fossen is known as a demanding but deeply student-centered teacher. She currently teaches Honors I-Core Marketing to high-achieving undergraduates and has previously taught “Marketing Strategy” (the undergraduate capstone course in Kelley’s marketing degree), as well as doctoral seminars. Her teaching has been recognized with Indiana University’s Trustee Teaching Award (twice) and Kelley’s Rosann L. Spiro Teaching Achievement Award (2025).
Before entering academia, Fossen worked in politics as a campaign manager and senior political consulting associate, experience that continues to inform her research on political advertising and social media. She earned her Ph.D. in marketing from Emory University’s Goizueta Business School and a B.B.A. from Millsaps College.
Today, her work helps firms, consumers, and policymakers understand how people respond to the media and messages they encounter and how communications can be designed more effectively in today’s media environment.
BACKGROUND
At current institution since what year? 2016
Education: Ph.D. in Marketing from Emory University; BBA in Business and Studio Art from Millsaps College
List of Undergraduate courses you teach: Honors I-Core Marketing
TELL US ABOUT LIFE AS A BUSINESS SCHOOL PROFESSOR
I knew I wanted to be a business school professor when … I was considering a career switch while working in political consulting in D.C. I thought carefully about what my “ideal” job would look like, and that’s when I began to picture a career in academia. I love working with curious people and having rich discussions about the business world with people who care. I feel so fortunate to be in academia and to teach Kelley students. They are truly exceptional.
What are you currently researching and what is the most significant discovery you’ve made from it? My current research has two main threads: (1) the drivers of advertising effectiveness in today’s media environment and (2) the consequences of emotionality and even extremism in political communications. One of the most significant findings from this work is in my recent paper in Information Systems Research where my coauthor and I show that curbing the emotionality of political communications can actually improve engagement for politicians who are communicating to heterogenous audiences.
If I weren’t a business school professor, I’d be … likely teaching tennis. I love the sport, mentoring others, and teaching others.
What do you think makes you stand out as a professor? I care deeply about my students and about what I teach. I bring a lot of enthusiasm to the classroom, and I love building connections with my students that continue well beyond the semester.
One word that describes my first time teaching: energizing
Here’s what I wish someone would’ve told me about being a business school professor: To help your students learn effectively, it REALLY helps to understand the full context of their undergraduate experience. The more I’ve learned about what my students are doing outside the classroom (like the details of their workshops, clubs, case competitions, internships) the better I’ve gotten at choosing what we should learn and how we should learn it. Knowing their day-to-day reality helps me design class sessions that feel relevant, build on what they already know, and push them just the right amount.
Professor I most admire and why: I’m going to name two: Professor Kelley Wight and Professor John Wertz, two rockstar undergraduate professors at the Kelley School of Business. They have shaped me so much as both a professor and a person. Their consistent enthusiasm, care for their students, and their commitment to keep the job fun inspire me every single day.
TEACHING BUSINESS SCHOOL STUDENTS
What do you enjoy most about teaching business students? Definitely forming connections with smart, curious people. I learn so much from our discussions.
What is most challenging? Designing and grading assessments that genuinely build their knowledge, both for now and for what they’ll need in the future.
In one word, describe your favorite type of student: curious
In one word, describe your least favorite type of student: I don’t have one. I try to meet students where they are and give them something of value. I am in the service industry. I’m here to serve.
When it comes to grading, I think students would describe me as … fair
LIFE OUTSIDE THE CLASSROOM
What are your hobbies? I love spending time with my family. I also like to be quite active, playing tennis, running, and doing Pilates regularly. I also love watching sports and hosting friends for dinner and drinks. And I love playing (and beating) my students in euchre.
How will you spend your summer? Definitely traveling with my family as much as possible.
Favorite place(s) to vacation: Charleston, SC
Favorite book(s): Any book written by my incredible mother, Delores Fossen, who has published more than 100 books in her career.
What is currently your favorite movie and/or show and what is it about the film or program that you enjoy so much? My favorite show of all time is The Good Place. I love how it explores complex themes in such a playful way. Its finale is also so well done, which stands out in a TV environment where many shows have sub-par endings. My “honorable mention” show is Parks and Recreation.
What is your favorite type of music or artist(s) and why? I am big Swiftie.
THOUGHTS AND REFLECTIONS
If I had my way, the business school of the future would have much more of this … (1) intentional integration between what students do outside the classroom and what we teach inside it, and (2) curriculum designed to develop ethical, deep-thinking future business leaders. I think the Kelley School is doing a great job on both of these fronts.
In my opinion, companies and organizations today need to do a better job at … hiring and retaining the right people for their organization, both for what they need today and for where they’re headed in the future.
I’m grateful for … so very much: my kids Ruth and Luke, my amazing partner John, my best friend Kelley, my parents Delores and Tom, my incredible friends (especially Katie, Jack, and Greg), my stellar colleagues and mentors, my faith and church, and the Bloomington community. I could write pages about each of them. I’m so full of gratitude and love.
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