Facebook pixel Doreen Shanahan, MBA | Pepperdine Graziadio Business School Skip to main content
Pepperdine | Graziadio Business School

Doreen Shanahan, MBA

Lecturer of Marketing; Director of the E2B Program

(310) 568-5700 x9042

Email: doreen.shanahan@pepperdine.edu

Doreen Shanahan Lecturer of Marketing

An impassioned educator, emphasizing applied and experiential learning, Shanahan began teaching at the Graziadio School in 2002. She is responsible for creating, developing, and successfully launching the GSBM program, entitled "E2B." This structured program provides students the opportunity to gain real world business experience as they work in competing "consulting" teams to resolve current business problems for partnering companies as class case projects. Shanahan currently serves as director for this program.

Doreen Shanahan worked for more than 20 years in Corporate America in the consumer package goods, publishing and advertising industries-gaining expertise in marketing, strategic planning, branding, promotion, distribution, sales, customer management, and organizational leadership. A former Vice President with The Coca-Cola Company, she held a variety of positions with strategic, customer and marketing management responsibility over her fifteen year career with the company. Shanahan is one of 35 executives profiled in "What's Your BQTM: 35 Companies with Remarkable Brand QuotientTM and What You Can Learn From Them", by Sandra Sellani.

Shanahan has developed and written over two hundred (E2B) cases with multi-national, national, and regional organizations, as well as, small businesses tackling challenging business issues across a range of industries; companies such as, Baxter, Warner Bros., BT/Infonet, Flour, Raytheon, The Coca-Cola Company, Dean Foods, The Walt Disney Company, Experian, Porter Novelli, MGM, Cisco, Sony, Volvo and LA Times.
Her administrative responsibilities have included Vice Chair for the University's Strategic Programs and Marketing Group; program research and development; annual business plan competition faculty judge; and curriculum development. Her current speaking and consulting efforts are focused on developing and harnessing an organization's orientation toward marketing to lead growth and innovation. Her research interests include: innovation, diffusion, adoption, culture, markets, global change and experiential learning.

Pepperdine University

PhD, Global Leadership and Change, in progress
Masters of Business Administration, 1997

Rowan University

Bachelors of Arts, Major in Advertising, 1985


Pepperdine University

PhD, Global Leadership and Change, in progress
Masters of Business Administration

Rowan University

Bachelors of Arts, Major in Advertising

Current Position

Pepperdine University

Lecturer of Marketing, Department of Marketing (2003 - present)

Program Director, Education to Business (E2B) Experiential Learning (2003 - present)

Current Areas of Research Interest

Innovation, Diffusion, Adoption, Culture, Markets, Global Change and Experiential Learning


Peer Reviewed Publications

Biseda, M. A & Shanahan, D. E. (Forthcoming 2019) Baseballism: Is Japan a Good Play? Thousand Oaks, CA: Sage Publications.

Rapier, S. M., Shanahan, D. E., Dodd, N. E., & Baker, J. R. (2018). The Unmaking of Video Symphony: Personal Ethics, Business Decisions, and Management Practices. The Case Journal, 14 (5).

Shanahan, D. E., DeFranco, J. A., Dodd, N. E., Ushana, D., and Mikolajczak, M. D. (2018). Crossing the Line. Thousand Oaks, CA: Sage Publications.

Biseda, M. A & Shanahan, D. E. (2018) Baseballism: Is Japan a Good Play? Thousand Oaks, CA: Sage Publications.

Shanahan, D. E., Phillips, M. E., Scott, A. D., Rossy, G., & Dodd, N. E. (2017). Skateistan. Case Research Journal.

*Best Sports Case Award, Western Casewriters Annual Conference, Journal of Sport Management, 2014

*Republished: Shanahan, D. E., Phillips, M. E., Scott, A. D., Rossy, G., & Dodd, N. E. (2017). Skateistan. HBS No. NA0465. Boston, MA: Harvard Business School Publishing.

*Republished: Shanahan, D. E., Phillips, M. E., Scott, A. D., Rossy, G., & Dodd, N. E. (2017). Skateistan. IVEY ID: NAC3726. London, Canada: Ivey Publishing.

Shanahan, D. E. & Biseda, M. A. (2016). iZZi Gadgets: Sizing Up the Market Opportunity. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781473975156.

Palmer, L. H., Shanahan, D. E., & Rapier, S. M. (2016). Review, Inc.: Success through Segmentation. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781473972575.

Granados, N. F. & Shanahan, D. E. (2016). Acacia: Finding a Cure for Information Silos Disorder. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781473972551.

Griffy-Brown, C. C. & Shanahan, D. E. (2016). Hardy Process Solutions: Lots of Data, Little Insight. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781473972568.

Rapier, S. M. & Shanahan, D. E. (2016). Just Food for Dogs - Retail Dog Food Kitchen. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781473972582.

Simon, A., & Shanahan, D. E. (2016). Andry Specialty Vehicles: Fuel for Growth. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781473996748.

Shanahan, D. E. & Rapier, S. M. (2016). Vanderwood Meadows Farms: Sustainable Growth. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781526409652.

Manuscripts Under Review and In Process

Brand repositioning: Expertise, authenticity, and ethics (with Stephen E. Rapier, Nancy E. Dodd, and Jeff R. Baker). Under review at: The Case Journal

The rise of crowd-based capitalism in Cuba: Towards understanding mediators and moderators in the evolution of a sharing economy for economic development (with Dimel Ushana). Targeted Journal: Development and Change

Creating social change: A case examination of social ethos and novel social contagions (with Nancy E. Dodd). Targeted Journal: Theory, Culture and Society

Juxtaposition of consumer and worker benefits in the sharing economy: An apriori way forward (with Jeffrey S. Schieberl). Target Journal: New Technology, Work and Employment

Creating industry collaborative learning space: An imperative for business school education (with Lynda Palmer). Target Journal: Academy of Management Learning and Education

Client-based projects in business marketing education: Toward maximizing multi-stakeholder outcomes (with Linda H. Palmer). Target Journal: Journal of Marketing Education

Peer Reviewed Conferences

The Phenomenon of Social Change: a unified framework for evaluation. (2017). Shanahan, D. E. & Dodd, N. E. 4th Annual International Panel on Small Societies-Small Business-Small Cities & Villages, Athens Institute for Education and Research, Athens, Greece, July 24-27, 2017.

Skateistan Case. (2014). Shanahan, D. E., Phillips, M. E., Rossy, G., Scott, A. D., Dodd, N. E. Western Casewriters Annual Conference, Napa, CA, March 20, 2014.

Team-Based Experiential Learning: Insights and Lessons Learned from 100 Corporate Projects at Pepperdine University. (2009). Shanahan, D. E., Scott, A. D., MEA Conference, Marketing Educators Association, Newport Beach, CA, April 24, 2009.

Team Based Experiential Learning: Insights and Lessons Learned from 150 corporate projects at Northern Illinois University and Pepperdine University. (2008). Shanahan, D. E. & Mooney, J. G., AACSB Associate Deans and Innovative Programs Conference, Glendale, AZ, November 17, 2008.

Experiential Learning within Part-Time MBA Programs: Best Practices and Lessons Learned. (2008). Shanahan, D. E. 15th Annual PT MBA Conference 2008, Malibu, CA, October 24, 2008.

Education to Business: Real-world Experiential Learning. Shanahan, D. E. & Ng, A. (2004). Western Region Organizational Behavior Teaching Conference, Malibu, CA, February 21, 2004.

Invited Presentations

Defining Your Strategic Sweet Spot. (2018). Shanahan, D. E. Precision Machined

Products Association 2018 Management Update Conference, San Diego, CA, March 10, 2018

Defining Your Strategic Sweet Spot. (2017). Shanahan, D. E. Keynote Presentation. MXN Sales and Marketing Symposium, Long Beach, CA, April 24, 2017.

Three Mental Process for Building Your Career in Marketing. (2016) Shanahan, D. E. AMA Webcast. November 18, 2016.

Leading and Managing Marketing in a Precast Firm. (2014). Shanahan, D. E. Prescast Show, NPCA, Houston, TX, February 14, 2014.

E2B Live Business Case Studies (2011). Shanahan, D. E. National Association of Women Business Owners, Ventura County, CA, October, 14, 2011.

Leading Marketing. (2009). Shanahan, D. E. NPCA Annual Conference, Hilton Head, SC, September 30, 2009.

Marketing ... magic. (2007). Shanahan, D. E. Entrepreneurial Energy: YPO Youth Programs. Malibu, CA, July 10, 2007.

Opportunity Based Strategic Planning. (2004). Shanahan, D. E. Business Management Conference 2004: Strategic Planning, Target Specialty Products, November 4, 2004.

Leading Growth. (2004). Shanahan, D. E. Raytheon ITSS Manager Symposium, Pasadena, CA, May 25, 2004.

Honors & Awards

Howard A. White Teaching Excellence Award, 2016
The Howard A. White Award for Teaching Excellence recognizes those full-time faculty members who are truly great teachers, those who embody the University's commitment to excellence.

George Award for Teaching Excellence, Pepperdine University, Graziadio Business School, 2012
The George Award honors yearly the finest member of the Faculty at The Graziadio Business School. Recipients exemplify integrity, stewardship, courage, and compassion, while enriching the ever-changing business world through their superior skills and entrepreneurial spirit. Presented to a faculty member whose commitment to teaching personifies personal leadership, excellence, and generosity of spirit.

Top 10 College Courses That Will Pay Off at Work, U.S. News & World Report, 2010

Pepperdine University, Graziadio Business School, Outstanding Faculty Award, 2008

Supported Grants, Gifts & Licensing

Dodd, N. E. (Co-Principal), Shanahan, D. E. (Co-Principal), Rapier, S. M. (Co-Principal), & Baker, J. R. (Co-Principal). Case Studies in Ethical Dilemmas. Pepperdine University Cross-School Collaboration Research grant. (June 21, 2016 – June 30, 2019, $40,000).

Shanahan, D. E. (Co-Principal) & Dodd, N. E. (Co-Principal), "Business Case Studies," Licensing Agreement (publishing contract) with SAGE Publications Ltd., London. (August 30, 2015 - December 31, 2018).

Shanahan, D. E., "Experiential Learning - E2B Program," Grants and Gifts to sponsor program development, research and expansion. (Over $822,000 since 2003).

Professional Experience

Management consulting practice (2007 - present) focused on fostering growth through acute understanding of industry change, market situations, risks and innovation opportunities. Practice spans multiple industries including healthcare management, healthcare services, automotive aftermarket, consumer retail, consumer package goods, industrial manufacturing, food manufacturing, consumer safety technology, fitness, fuel distribution, and advertising.

The Coca-Cola Company. Held escalating positions over a fifteen year career (1988-2003) with the company with responsibility for strategic planning, marketing, branding, sales promotion, distributor management, direct sales and customer management. Last four positions: Vice President (2000-2002), Managing Director (1999-2000), Director (1997-1999), and Strategic Planning Manager/EA (1996-1997).
Additional experience in advertising industry (Marketing Manager, ECA, 1986-1988) and publishing industry (Copywriter, Prentice Hall, Simon & Schuster, 1985-1986).

Professional Service

Advisory Board, Advance, 2011- present

Member, North American Case Research Association, 2016-2018

Advisory Council, Porter Novelli, Integrated Marketing Communication, 2006

Member, American Marketing Association, 2003-present

Advisory Council, International Franchise Association, Diversity Training Institute, 2001

Member, Women's Foodservice Forum, 2000