Colleen Harmeling

Persis E. Rockwood Associate Professor of Marketing
Collen Harmeling
356 RBB
Academic Specialty
Marketing Strategy

Ph.D. in Marketing, Saint Louis University (2014)
M.B.A., University of Tampa (2006)
B.S. in Mass Communications, Southeast Missouri State University (2005)

Areas of Expertise

Customer Engagement
Customer Relationship Management
Marketing Strategy

Colleen Harmeling is the Persis E. Rockwood Associate Professor of Marketing at Florida State University’s College of Business. Before joining Florida State University, Harmeling was a postdoctoral research fellow for the University of Washington’s Center for Sales and Marketing Strategy. She completed her Ph.D. at Saint Louis University. 

Harmeling’s research focuses on engagement marketing theory and strategy with an emphasis in relationship dynamics, transformational events, customer experience design that facilitating customer engagement, relationship recovery and brand advocacy in business-to-business, service and retail markets. Her research has appeared in Journal of Marketing, Harvard Business Review, Journal of Academy of Marketing Science, Journal of International Business Studies and Marketing Science Institute Working Paper Series, and has been presented at numerous marketing conferences. She has edited a book and co-authored book chapters on relationship development and customer engagement. She serves on the editorial review board for the Journal of Marketing, Journal of Academy of Marketing Science, Journal of Service Research and Journal of Retailing. Her work on Group Marketing won the 2017 Shelby D. Hunt/Harold Maynard Award for the best theory contribution to the Journal of Marketing. Her work on online engagement strategies has been funded by the Marketing Science Institute and was nominated for the Paul Root Award for the best contribution to marketing practice in Journal of Marketing. She has provided consulting and worked on collaborative research projects with firms in various industries including Emerson Electric, Belkin, Golden Lighting, Insinkerator, Wells Fargo, SC Johnson, Schneider Electric, Nature’s Bounty and World Vision. 

Harmeling has taught undergraduate, graduate and doctoral marketing courses including Marketing Strategy, Marketing Management, Consumer Behavior and Marketing Research. Before entering academia, Harmeling worked as the community relations manager for Barnes and Noble, where she specialized in event marketing, sales management, customer relationship development and government contracting. She has additional experience working in non-profit marketing, sponsorship management and tradeshow marketing.