About

Dr. Karen Hood Hopkins is Assistant Professor of Marketing at Eastern Kentucky University in Richmond, KY. Her primary research focus is marketing communications and health behavior. She has taught marketing and business communication at the university level since 2001, and now teaches core marketing courses and Integrated Marketing Communications in the undergraduate program at EKU.

She earned a Ph.D. from University of Tennessee in 2009 following 15 years of industry experience in public relations and sales promotion with organizations including the American Diabetes Association, Kraft Foods, and Saks Incorporated.

Courses Taught

Eastern Kentucky University at Richmond KY (2013-2017) 3/3 course load

Integrated Marketing Communications

(Fall 13, Spring 14, Summer 14, Fall 14, Summer 15, Fall 15, Spring 16, Fall 16, Spring 17)

Description Coming ….

Introduction to Advertising

(Fall 13, Spring 14, Summer 14, Fall 14, Summer 15, Fall 15, Spring 16, Fall 16, Spring 17)

Description coming ….

Qualitative Research in Marketing

(Fall 13, Spring 14, Summer 14, Fall 14, Summer 15, Fall 15, Spring 16, Fall 16, Spring 17)

Description coming ….

Personal Selling

(Fall 13, Spring 14, Summer 14, Fall 14, Summer 15, Fall 15, Spring 16, Fall 16, Spring 17)

Description coming ….

Marketing Principles

(Fall 13, Spring 14, Summer 14, Fall 14, Summer 15, Fall 15, Spring 16, Fall 16, Spring 17)

Description coming ….

University of Arkansas at Little Rock Little Rock, AR (2009- 2013) 3/3/2 course load

Principles of Marketing

(Fall 09, Spring 10, Summer 10, Fall 10, Summer 11, Fall 11, Spring 12, Fall 12, Spring 13)

Introduction to marketing for all business majors, junior and senior level students in both face to face and online formats.  Emphasis on the supply chain concept and cultural/consumer behavior aspects of marketing. Taught both online (asynchronous) and face to face versions of the course since Summer 2010. 30-45 students per section.

Principles of Advertising

(Summer 10, Fall 10, Spring 11, Summer 11, Fall 11, Spring 13)

Business and mass communications students, junior and senior level, face to face and online formats. Basics of advertising media, culture, messaging and dynamic industry structure.

Introduction to Public Relations

(Spring 10, 11, 12 & 13) 

Business and mass communications students, junior and senior level, face to face. Students learn the principles of public relations and the four step process through lecture and in class exercises, case studies and individual and team projects.  In Spring 2012, this course was introduced as a service learning course, where teams of students worked to develop public relations plans for selected non profit partners in the community.

Advertising Campaigns I

(Fall 09, 10, 11 & 12)

Business and mass communications students, junior and senior level, face to face.  This project oriented course provides insight into research and development of integrated marketing communications strategies and plans.  Students focus on the research process in this module, by working to develop campaigns for real world clients.  Clients for this course have included Bing!, The Empress of Little Rock (Bed and Breakfast), Buck Girl (apparel), MyVRV (recreation vehicles and accessories), American Cancer Society Relay for Life, Arkansas Drug Takeback Program, Public Health Service Commissioned Corps and America’s Natural Gas Alliance (ANGA). Clients are engaged through the Arkansas Small Business and Technology Development Center and EdVenture Partners, Inc.

Advertising Campaigns II

(Spring 10, 11)

This team oriented project-based course focuses on one comprehensive client project from start to finish through the semester.  Clients were recruited by the instructor through community contacts and the Arkansas Small Business and Technology Development Center and included Outward Bound Arkansas and Bionet Esthetics.

University of Tennessee Knoxville, TN (2003-2009)

Customer Value Research

(Fall 08)

Basic marketing research for business majors, covering the market research process, choosing appropriate research methods, qualitative and quantitative approaches, questionnaire development and administration, and data analysis. 30-45 students.

Integrated Marketing Communications

(Fall 06, Spring 07, Fall 07, Summer 08)

Project-oriented course delivered in lecture and team project format.  Students developed a comprehensive IMC plan for a real world client, starting with research, market segmentation and applying findings to concepts and basic design.  Focus on applying unified messages to a variety of IMC tools based on research. 30-45 students.

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Marketplace Simulation

(Summer and Fall 05, Spring 06, Summer 07)

Business coach for teams of 4-6 students participating in the semester-long Marketplace Simulation (Integrated Business Management).  Coached teams as they made decisions on manufacturing, inventory, advertising, logistics, pricing and sales management, and as they competed with other teams in their section to develop the highest performing business according to a set of predetermined metrics.

Principles of Marketing and Supply Chain Management

(Fall 03, Spring 04 and Summer 06, 07)

Large lecture course (250-350 students) for non-business majors incorporated real world examples to gain a basic understanding of the principles of marketing and supply chain management, with applications to the disciplines represented in the class (e.g. communications, engineering, retailing, sports management.)

Business and Professional Communication

(Fall 03, Spring & Summer 04)

Integrated course in public speaking, writing and presenting. Required for business majors, this course incorporated study of speech communication with application of organizational behavior and persuasion principles to a variety of communication scenarios, with the objective of developing skills required in the business environment.   20-35 students.

Tennessee Institute of Electronics dba Fountainhead College Knoxville, TN (2002)

Bachelor of Science in Business program
Principles of Marketing (Fall 2002)

Pellissippi State Technical Community College Knoxville, TN (2001-2002)

Principles of Marketing (Fall 2001)
Special Events Marketing (Spring 2002)