Marci Armstrong

Professor of Practice
Brierley Endowed Professor
Director, Brierley Institute for Customer Engagement

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


  • Bio

    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.

  • Teaching

    MKTG 6224 Research for Marketing Decisions
    MKTG 6230 Customer Engagement & Loyalty Management
    MKTG 6236 Practicum in Customer Engagement
    MKTG 6238 Advanced Customer Engagement

  • Research

    Customer Loyalty Management
    Marketing Research