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Pepperdine | Graziadio Business School
Doreen Shanahan Lecturer of Marketing; Director of the E2B Program

Doreen Shanahan, PhD

Assistant Professor of Marketing
Graziadio Business School


An impassioned educator, emphasizing applied and experiential learning, Dr. Shanahan began teaching at the Graziadio Business School in 2002. She is responsible for creating, developing, and successfully launching the Education-to-Business program. 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.

Dr. Shanahan worked for more than 20 years in Corporate America in the consumer packaged 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. Dr. 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.

Dr. Shanahan has developed and written over two hundred Education-to-Business 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.


  • PhD, Pepperdine University
  • MBA, Pepperdine University
  • BA, Rowan University

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

  • The rise of crowd-based capitalism in Cuba (with Dimeil Ushana)
  • Creating social change: A case examination of social ethos and novel social contagions (with Nancy E. Dodd)
  • Juxtaposition of consumer and worker benefits in the sharing economy: An apriori way forward (with Jeffrey S. Schieberl)
  • Creating industry collaborative learning space: An imperative for business school education (with Lynda Palmer)
  • Client-based projects in business marketing education (with Linda H. Palmer and Jim Salas)

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

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.

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).


  • Innovation
  • Diffusion
  • Adoption
  • Culture
  • Markets
  • Global Change
  • Experiential Learning