Faculty Directory

Student with Book and Laptop
Marci Armstrong

Marci Armstrong


Brierley Endowed Professor
Director of the Brierley Institute for Customer Engagement

PhD, Management Science, University of Texas at Dallas
MS, Consumer Science, Texas Tech University
BS, New Mexico State University

Fincher 240A



Marci Armstrong is the Brierley Endowed Professor and Director, Brierley Institute for Customer Engagement at SMU Cox School of Business.

A six-time teaching award honoree, Armstrong teaches SMU Cox MBA, PMBA, and MS students.  She is also an experienced consultant and executive education instructor whose recent work leads companies to understand how to drive customer loyalty and how to create memorable customer experiences.

Armstrong’s client list includes private and public companies of all sizes:

Accenture Ingersoll Rand
American Airlines Kusin & Kusin (Reviver)
Anheuser Busch L-3 Communications
AT & T The Linde Group
Blockbuster Lockheed Martin
Boeing Maritz
Dallas Symphony Orchestra
NFL Super Bowl XLV
Edward Jones
Energy Future Holdings
Southwest Airlines
Texas Instruments
Home Depot Verizon

Recently, Armstrong has been re-elected to the Executive MBA Council Board where she previously served as Chair, Treasurer, and Past Chair.  In addition, she served five years on the Graduate Management Admission Council® (GMAC®) Board of Directors, holding the offices of Chair and Past Chair.

From 1998 - 2017, Armstrong was the associate dean of Graduate Programs at the Southern Methodist University (SMU) Cox School of Business. Prior to joining SMU, Armstrong was a faculty member and associate dean at the Olin Business School, Washington University in St. Louis.  She earned her PhD in Management Science (focused on solving marketing problems with quantitative methods) from the University of Texas at Dallas where she studied under renowned professor Frank Bass.


Customer Loyalty Management
Marketing Research