Julia Bayuk
Lerner College of Business & Economics
University of Delaware
“Through her innovative teaching methods, dedication to accessibility and equity, and ability to inspire students, Dr. Bayuk has become one of the most impactful educators at the University of Delaware. One of her signature achievements is the creation of BUAD 110 Community Engagement Program, required for all Lerner freshmen. The course students with nonprofits and businesses to solve real-world challenges. Since 2020, 2,000=plus students have partnered with more than 200 organizations, making this program a model for experiential learning.
“Dr. Bayuk chaired the Undergraduate Curriculum Committee, leading to the creation of the Fintech major and minor, new 4+1 programs, and guiding curriculum reorganization tied to Lerner’s new School of Innovation and Entrepreneurship. She also spearheaded the Discovery Lerner Pathway, enabling Pell-eligible and underrepresented students in the Associate in Arts Program to transition to Lerner’s four-year degrees, significantly diversifying and broadening access to business education in Delaware.” – Sheryl F. Kline, Deputy Dean
Julia Bayuk, 42, is a Professor of Marketing in the Department of Business Administration and Associate Dean for Undergraduate Programs at the University of Delaware’s Alfred Lerner College of Business & Economics.
She received a B.S. in Economics from the Wharton School at the University of Pennsylvania, with concentrations in marketing and communication, and a Ph.D. in Marketing with a focus in consumer behavior from the University of Florida.
Over her 17 years at the University of Delaware, Bayuk has held a wide range of leadership and academic roles. Her work spans teaching undergraduate and graduate marketing courses, coordinating the Lerner College First Year Seminar program, and driving curricular innovation, student success initiatives, and the alignment of academic programs with industry needs.
She has developed an experiential learning curriculum that enables all first-year business students to partner with real organizations on meaningful research projects. Bayuk has also created structured opportunities for students to build connections with upperclassmen and faculty—both inside and outside the classroom—and has collaborated closely with Lerner Career Services and industry partners to ensure students receive the professional development resources essential for their success.
Her influence extends across the University, where she has helped design opportunities for students at multiple stages, including developing a business associate program and contributing to a specialized interdisciplinary curriculum integrating computer science and business. In addition, Bayuk serves as the Lerner College’s faculty liaison to the University of Delaware’s prestigious Honors College.
Her commitment to student development, cross-campus collaboration, and program excellence has earned her the Lerner Outstanding Outreach and Service Award and the Honors College Outstanding Mentoring Award.
Her research aims to understand how consumers plan for and pursue meaningful goals—such as saving money, adopting healthier habits or making more mindful purchases—and how perceptions of effort, self-identity and contextual influences shape decisions. For instance, she explores how forming plans affects motivation and progress, how gamification can improve financial behavior among vulnerable populations, and how marketing and public policy can support wiser consumption.
Her research has been published in Journal of Consumer Research, Organizational Behavior and Human Decision Processes, Journal of Experimental Psychology: Applied, Journal of Consumer Psychology, Journal of Public Policy & Marketing, and Journal of Business Research, among other top journals.
BACKGROUND
At current institution since what year? 2009
Education: BS in Economics (Marketing), Wharton School, University of Pennsylvania; PhD in Marketing, University of Florida
List of Undergraduate courses you teach: Introduction to Business, Introduction to Marketing, International Marketing, Consumer Behavior
TELL US ABOUT LIFE AS A BUSINESS SCHOOL PROFESSOR
I knew I wanted to be a business school professor when … I began conducting research with several incredible faculty, Dr. Barbara Kahn and Dr. Mary Frances Luce, at the Wharton School as an undergraduate research assistant. I saw their passion for research, teaching, and mentorship, and immediately felt inspired. I may not have realized at the time (being 18 years old) all of the hard work that goes into it!
What are you currently researching and what is the most significant discovery you’ve made from it? My research broadly examines consumer well-being and the psychological factors that shape consumer decision making. Although creating a plan has long been considered the gold standard for helping individuals pursue and achieve their goals, my work demonstrates that planning can sometimes have unintended consequences. In certain contexts, plans can make people overly rigid, causing them to overlook alternative pathways to success and, ultimately, reducing the likelihood that they will achieve their goals.
If I weren’t a business school professor, I’d be … a counselor or a coach. I love mentoring others and helping people discover what excites them and where their passions lie. My backup plan would be to become a travel or tour guide, as I’m energized by exploring the world and sharing those experiences with others.
What do you think makes you stand out as a professor? I am extremely approachable. Students always refer to me on a first-name basis. I love getting to know students, whether it’s in my office, over coffee, or even on a walk or a run together. I strongly believe my role doesn’t end when the class ends, but students know that they can come to me anytime during their college career (and beyond).
One word that describes my first time teaching: Intimidating (I was 21 teaching a senior level elective course)
Here’s what I wish someone would’ve told me about being a business school professor: Employer expectations, student needs, and the broader world are evolving at an incredibly fast pace—often faster than we can anticipate. It often feels like a race to adapt and innovate. Like my students, I’m continually learning and evolving, which is a large part of what makes this role so interesting.
Professor I most admire and why: My PhD advisor, Chris Janiszewski. He never sugarcoated anything—something I didn’t always appreciate as a graduate student—but his feedback was always honest and genuinely intended to help me grow. To this day, he remains the perfect blend of direct, unfiltered honesty and thoughtful, supportive guidance. I’ve also always admired how he his immense success and accomplishments while still maintaining a strong sense of work–life balance.
TEACHING BUSINESS SCHOOL STUDENTS
What do you enjoy most about teaching business students? To see their growth. I primarily teach first-year students, but in my role I often meet them while they’re still in high school and continue to engage with many of them through their junior and senior years—and even after they graduate. Watching the evolution of their mindsets, confidence, and critical thinking skills over time makes me love my job even more.
What is most challenging? Students often try to map out every detail—what their career will look like, how their major will dictate their future, and exactly which courses they’ll take next. But life rarely follows a straight path. It’s often challenging to help them realize that it’s perfectly normal not to have everything figured out—and that adjusting their program, goals, and direction along the way is not only acceptable but healthy—is an important part of their growth.
In one word, describe your favorite type of student: Engaged.
In one word, describe your least favorite type of student: Apathetic.
When it comes to grading, I think students would describe me as …harsh but fair. I give a significant amount of feedback but hold students to a very high standard. I have to constantly remind students that my goal is to help them improve and grow – even an A on an assignment often comes with significant how-to-improve feedback.
LIFE OUTSIDE THE CLASSROOM
What are your hobbies? I am a second-degree black belt in tae-kwon-do, though my focus more recently has been running – I am the assistant coach to my daughter’s middle school cross-country team, and am currently thinking about my first marathon. I truly enjoy hiking (especially multi-day hikes) and vacationing with family and friends, exploring new countries and cultures.
How will you spend your summer? Spending time with family in Oregon, at the Delaware beaches, and likely traveling to Europe to explore a new country or two.
Favorite place(s) to vacation: Anywhere off the beaten path! I have really enjoyed Japan, Thailand, Peru, and Slovenia. Puerto Morelos, Mexico is a small beach town I try to return to at least once a year.
Favorite book(s): Out of recent books, I would have to say “The Power of Saying No” by one of my amazing co-authors, Vanessa Patrick. I am awful at saying no – and am naturally someone who wants to volunteer for anything and everything in both my professional and personal life. I appreciated some research-backed guidance for how to decide when to say no and am constantly thinking about ways to balance my own well-being with my ability to help others.
What is currently your favorite movie and/or show and what is it about the film or program that you enjoy so much? Shark Tank! I love seeing individuals from diverse backgrounds, with varying resources, experiences, and goals, share their stories and collaborate to develop innovative solutions to real-world challenges. It’s also a show my kids enjoy, so we’ve been watching it more and more as a family. Recently (aired in October), a University of Delaware alum (Maya Nazareth) achieved great success on Shark Tank, which made it especially meaningful to see someone from our own community share her journey.
What is your favorite type of music or artist(s) and why? I love listening to Latin music – I love the energy of the music and it always lifts my mood.
THOUGHTS AND REFLECTIONS
If I had my way, the business school of the future would have much more of this … placing greater emphasis on engagement with the external community and on building character—qualities like empathy, humility, and resilience. While most business schools already involve students with community and industry, these experiences are often confined to the structure of the curriculum. I would love to see students, faculty, advisors, and industry professionals collaborate to create programs that prepare the whole person, not just the future professional. For me, an ideal business school strikes a careful balance: teaching broad communication and technical skills, fostering professional development, helping students truly understand how organizations operate, and providing meaningful opportunities to fail—and to learn—from those failures, without fear of not getting a job or not being accepted into a top graduate school.
In my view, companies and organizations today could do a better job of… creating clear, easy-to-understand pathways for employees to grow within their roles or pivot based on their strengths and skill sets. Mentorship and fostering a sense of community are crucial—not just for children and college students, but for adults as they navigate and advance in their careers. Supporting growth, connection, and guidance throughout a person’s professional journey benefits both individuals and organizations.
I’m grateful for … my community. Community of extremely supportive colleagues, my (actual) family who deal with my craziness (and are accepting that my students and my work colleagues are often like my extended family), my friends (a number of whom have become mentors for Lerner students), and the opportunities I have been given to shape my own path with my career and make a difference for others.
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