Hulda Black
Professor
Office
SFHB State Farm Hall of Business 320
Office Hours
By appointment
Office Phone
Email
- About
- Education
- Awards & Honors
- Selected Research
Biography
Hulda is a Professor of Marketing at Illinois State University in Normal, IL. Hulda obtained her Ph.D. Marketing from the University of Kentucky in the Spring of 2011. Prior to pursuing her Ph.D., Hulda worked in the health club industry for four years.
Current Courses
MKT 332.001 Creative Strategy & Design
MKT 332.002 Creative Strategy & Design
MKT 233.003 Foundations Of Integrated Marketing Communication
Teaching Interests & Areas
Hulda’s teaching interests include Integrated Marketing Communication, Creative Strategy & Design, Digital Marketing and Sport Marketing. Over the past few years, Dr. Black has become involved with the Adobe community, both in and outside of her classes. She has a passion to help her students separate themselves from the pack by enhancing their applicable business skills outside of the classroom.
Research Interests & Areas
Hulda's research interests include Services Marketing, Health & Wellness and Scholarship of Teaching.
PhD
University of Kentucky
Lexington, KY
Other Graduate Certificate in Health Communications
University of Kentucky
Lexington, KY
Other Graduate Certificate in Applied Statistics
University of Kentucky
Lexington, KY
MBA
Grand Valley State University
Grand Rapids, MI
BS Marketing
Ferris State University
Big Rapids, MI
2024-2025 Hobart & Marian Gardner Hinderliter Endowed Professorship
Illinois State University College of Business
2024
2023 Department Chairperson Faculty Scholar Grant
Department of Marketing, Illinois State University
2023
Outstanding University Teaching Award, Tenure Track 2022
Illinois State University
2022
2021-2022 Manahan Family Award for Teaching Excellence in Business
Illinois State University College of Business
2022
Adobe Education Leader
Adobe
2021
2021 Department Chairperson Faculty Scholar Grant
Department of Marketing, Illinois State University
2021
Gary R. Gemberling Scholar in Business Award 2019-20
ISU College of Business
2020
Adobe Education Leader
Adobe
2020
Outstanding Paper Winner 2019
International Journal of Pharmaceutical and Healthcare Marketing
2019
University Research Grant
Illinois State University College of Business
2018
Amar Kamath Faculty Innovation Award
ISU College of Business
2016
Honourable Mention Best Article Award
Service Industries Journal
2016
Manahan Family Teaching Excellence Award
Illinois State Unviersity College of Business
2016
Department Chairperson Faculty Scholar Award
Department of Marketing, Illinois State University
2015
Outstanding University Teaching Initiative Award (Pre-Tenure Faculty)
Illinois State University
2015
University Research Grant
Illinois State University College of Business
2014
Best Faculty Paper
Association for Marketing Health Care Research
2012
Conference Proceeding
MAPPING YOUR MARKETING FUTURE: A CAREER EXPLORATION EXERCISE FOR INTRO TO MARKETING STUDENTS
Rebecca Dingus, Nicole Flink, Hulda G Black.
Marketing Management Association, (2025)
To Health with It: Bringing Wellness to the Marketing Classroom
Hulda G Black, Rebecca Dingus.
Association for Marketing & Health Care Research, (2022)
Online Versus Face-to-Face: How Customer-to-Customer Interactions Impact Customer Experience Behaviors: An Abstract
Hulda G Black, Matt Lastner.
Springer International Publishing, 201-201, (2020), 10.1007/978-3-030-39165-2_86
Soft Skills as an Assessed Course Component: An Abstract
Hulda G Black, Rebecca Dingus, Alex Milovic.
Springer International Publishing, 441-442, (2020), 10.1007/978-3-030-39165-2_179
Online Learning in Higher Education: Seeking Value Co-Creation in the Flipped Classroom
Kimberly M Judson, Hulda G Black, Jeri M Beggs.
Marketing Management Association, (2018)
Before the Purchase: Does Satisfaction with the Salesperson Matter
Duleep Delpechitre, Hulda G Black, Stacey Schetzsle.
Marketing Management Association, 13-20, (2016)
Building a Professional Network: A 'Selling Yourself' Class Project
Larry DeGaris, Hulda G Black.
National Conference in Sales Management, (2016)
Course Redesign: Evaluation of Learning Objectives, Hybrid Delivery and New Experiential Project
Hulda G Black.
Marketing Management Association, 8-12, (2016)
Extreme Service Failure Instances and Recovery Strategies Related to Medical Errors
Jill Attaway, Hulda G Black.
Association for Marketing and Health Care Research, (2015)
Impact of Intercustomer Support on Health Club Patronage and Well-being
Hulda G Black.
Marketing Management Association, (2015)
Antecedents of Customer Participation in Member-Based Organizations: An Investigation into Paid Membership in Health Clubs
Hulda G Black.
Association for Marketing and Health Care Research, (2014)
Friend or Foe? A Small Business Success Story of Collaborating with Competitors Using Social Media
Hulda G Black, Leslie H Vincent.
Academy of Marketing Science, (2014)
Social Media Marketing in Higher Education: University Athletics and Academic Brands
Hulda G Black, Kimberly M Judson, Beggs Jeri M.
Society for Marketing Advances, (2013)
Customers Helping Customers: Payoffs for Linking Customers in Service Settings
Hulda G Black, Leslie H Vincent, Steven H Skinner.
Academy of Marketing Science, (2012)
Patient Participation: A Social Network Perspective
Hulda G Black.
Association for Marketing and Health Care Research, (2012)
Journal Article
Explore, Identify, and Align: Utilizing Generative AI as a Career Coach
Nicole A. Flink, Hulda G Black, Rebecca Dingus.
Marketing Education Review, 35 (2), 109-119, (2025), 10.1080/10528008.2024.2430266
Analytics for All Marketing Majors: Sparking Interest in the Uninterested
Rebecca Dingus, Hulda G Black, Nicole A Flink.
Journal of Marketing Analytics, 12 (2), 126-141, (2024), 10.1057/s41270-023-00283-x
A Foot in the Door: A Customizable Networking Project
Hulda G Black, Alex Milovic, Rebecca Dingus.
Marketing Education Review, 33 (2), 130-135, (2023), 10.1080/10528008.2022.2159442
Let's Get Personal: Using SWOT and FAB as the Foundation to Develop Students' Personal Brands
Rebecca Dingus, Hulda G Black, Steven H Dahlquist.
Marketing Education Review, 32 (2), 155-162, (2022), 10.1080/10528008.2021.2015244
Choose your Words Carefully: An Exercise to Introduce Artificial Intelligence to the Marketing Classroom
Rebecca Dingus, Hulda G Black.
Marketing Education Review, 31 (2), 64-69, (2021), 10.1080/10528008.2020.1843361
From Student to Professional: Teaching Professionalism in the Marketing Classroom
Hulda G Black, Rebecca Dingus, Alex Milovic.
Marketing Education Review, 31 (1), 41-52, (2021), 10.1080/10528008.2020.1836974
Promoting Customer Engagement in Service Settings Through Identification
Hulda G Black, Vincent B Jeseo, Leslie H Vincent.
Journal of Services Marketing, 35 (4), 473-486, (2021), 10.1108/jsm-06-2020-0219
The Dark Side of Technology: Examining the Impact of Technology Overload on Salespeople
Duleep S Delpechitre, Hulda G Black, John Farrish.
Journal Of Business & Industrial Marketing, 34 (2), 317-337, (2019), 10.1108/jbim-03-2017-0057
Life stage and the ebbs and flows of charitable giving
Vince E. Showers, Linda S. Showers, Hulda G Black, Jeri Mullins Beggs.
Journal Of Business And Economic Perspectives, XLV (2), (2018)
Medical Errors: Extreme Service Failures and Recoveries
Hulda G Black, Emily A Goad, Jill S Attaway.
International Journal of Pharmaceutical and Healthcare Marketing, 12 (1), 15-24, (2018), 10.1108/ijphm-11-2016-0063
Brand Community Integration and Satisfaction with Social Media Sites: A Comparative Study
Melissa N Clark, Hulda G Black, Kimberly M Judson.
Journal of Research in Interactive Marketing, 11 (1), 39-55, (2017)
From season ticket holders to members: A multiple-case study of ticket service innovation in the National Basketball Association
Clinton J Warren, Hulda G Black.
International Journal of Sport Management, 18 (2), 275-291, (2017)
Social Media and Athletics in Higher Education
Hulda G Black, Kimberly Judson, Jeri Mullins Beggs.
International Journal of Sport Management, 17 (3), 315-335, (2016)
The use of social media to make personnel decisions in education
Tamra S Davis, Hulda G Black.
International Journal for Business Education, (156), 56-67, (2016)
Households Giving to Religion versus Households Not Giving to Religion: Are Their Household Characteristics and Expenditure Patterns Different?
Vince E. Showers, Linda S. Showers, Hulda G Black, Jeri M. Beggs, James E. Cox.
Faith & Economics, (65), 35-53, (2015)
Social Involvement and Social Well-Being in Attainment of Millennial Flourishing
Steven A Taylor, Hulda G Black, Leigh Anne Novak Donovan, Kimberly M Judson.
Journal of Happiness and Well-Being, 3 (2), 126-141, (2015)
The Relationship Between Eudaimonic Well-Being and Social Well-Being with Millennials
Steven A Taylor, Hulda G Black, Leigh Anne Novak Donovan, Chiharu Ishida, Kimberly M Judson.
Journal Of Consumer Satisfaction, Dissatisfaction And Complaining Behavior, 27, 102-117, (2015)
Transformative Service Networks: Cocreated Value as Well-being
Hulda G Black, Andrew S. Gallon.
Service Industries Journal, The, 35 (15/16), 826-845, (2015), http://dx.doi.org/10.1080/02642069.2015.1090978
Consumer Expenditures and the Faith Factor
Vince E Showers, Linda S Showers, Jim E Cox, Jeri M Beggs, Hulda G Black.
Interdisciplinary Journal of Research on Religion, 10 (9), (2014)
Customers Helping Customers: Payoffs for Linking Customers
Hulda G Black, Leslie H Vincent, Steven J Skinner.
Journal Of Services Marketing, 28 (5), (2014)
Service Characteristics' Impact on Key Service Quality Relationships: A Meta-Analysis
Hulda G Black, Carla Y Childers, Leslie H Vincent.
Journal Of Services Marketing, 28 (4), (2014)
Can Computer-Mediated Interventions Change Theoretical Mediators of Safe Sex? A Meta Analysis
Seth M Noar, Larson B Pierce, Hulda G Black.
Human Communication Research, 36 (3), 261-297, (2010), 10.1111/j.1468-2958.2010.01376.x
A STORYTELLING PERSPECTIVE ON ONLINE CUSTOMER REVIEWS REPORTING SERVICE FAILURE AND RECOVERY
Hulda G Black, Scott W. Kelley.
Journal of Travel & Tourism Marketing, 26 (2), 169-179, (2009), 10.1080/10548400902864768
Efficacy of Computer Technology-based HIV Prevention Interventions: A Meta-Analysis
Seth M Noar, Hulda G Black, Larson B Pierce.
AIDS, 23 (1), 107-115, (2009)
Half Full or Half Empty
Jody L. Crosno, Shannon B. Rinaldo, Hulda G Black, Scott W. Kelley.
Journal of Service Research, 11 (3), 295-309, (2009), 10.1177/1094670508328985
Half Full or Half Empty: The Role of Optimism in Boundary Spanning Positions
Jody L. Crosno, Shannon B. Rinaldo, Hulda G Black, Scott W. Kelley.
Journal of Service Research, 11 (3), 295-309, (2009)
Service Failure & Recovery: A Storytelling Perspective
Hulda G Black, Scott W. Kelley.
Journal Of Travel & Tourism Marketing, 26 (2), 169-179, (2009)
Manuscript
NCAA student-athletes: An exploratory study into mental health concerns
Hulda G Black, Jeri Mullins Beggs, Brent Beggs.
Marketing Management Association, (2020)
Presentations
The Dark Side of Confidence: How Salesperson Competitiveness and Competitive Climate Shape Customer Value Co-Creation and Commitment – Dyadic Study
Duleep Delpechitre, Chiharu Ishida-Lambert, Hulda G Black.
AMA Winter Academic Conference, Virtual and Madrid, Spain, November 17, 2025
Mapping Your Marketing Contribution: A Career Exploration Exercise for Intro to Marketing Students
Rebecca Dingus, Nicole A Flink, Hulda G Black.
Marketing Management Association Fall Educators, Las Vegas, NV, September, 2025
Don't Reinvent the Wheel! New and Unique Resources to Complement the Marketing and Sales Classrooms
Hulda G Black, Rebecca Dingus, Alex Milovic.
Chicago Illinois, , 2019
Online vs. Face-to-Face: How Customer-to-Customer Interactions Impact Customer Experience Behaviors
Hulda G Black.
Vancouver Canada, , 2019
Soft Skills as an Assessed Course Component
Hulda G Black, Rebecca Dingus, Alex Milovic.
Vancouver Canada-British Columbia, , 2019
Online Learning in Higher Education: Seeking Value Co-Creation in the Flipped Classroom
Hulda G Black, Kimberly M Judson, Jeri M Beggs.
Chicago Illinois, , 2018
Return on Community: The Firm's Role in Managing Customer Communities
Hulda G Black.
Tuscaloosa Alabama, , 2009
Efficacy of Computer Technology-based HIV Prevention Interventions: A Meta Analysis
Seth M Noar, Hulda G Black, Larson B Pierce.
Lexington Kentucky, , 2008
Patient Participation: A Social Network Perspective
Hulda G Black.
San Diego California, , 2008
To Market, To Market: Trends and Insights into Marketing Academia's Job Market
Hulda G Black, Maureen Bourassa, Annie Cui.
San Diego California, , 2008
Transitioning from PhD Student to Assistant Professor
Maureen Bourassa, Hulda G Black.
San Diego California, , 2008
Who Went Where: Job Market Talk
Annie Cui, Maureen Bourassa, Hulda G Black.
Washington District of Columbia, , 2007