Knowledge@Wharton

David C. Schmittlein, the Ira A. Lipman Professor and chairperson of the Marketing Department, has been named Wharton’s deputy dean. In his new post, Schmittlein will become the school’s chief academic officer. He succeeds Patrick T. Harker, who held the deputy dean position until being appointed Wharton’s dean on February 8.

“David Schmittlein is a distinguished scholar and has been instrumental in helping to advance numerous initiatives within the school,” says Harker. “I am pleased to make this appointment, and I look forward to working closely with Dave and all of our faculty colleagues in moving the school forward.”

A faculty member since 1980, Schmittlein has held several leadership positions at Wharton including chairperson of the Marketing Department since 1994, and vice dean and director of Wharton’s Doctoral Programs from 1993 to 1995. He was co-director at the Center for Marketing Strategy Research from 1982 to 1985, and has held visiting appointments at the University of Tokyo and Washington University.

Schmittlein has been a key force in several important curricular initiatives including the recent adoption of the “Managing Electronic Commerce” major at the MBA level. He has also been honored with a Wharton Undergraduate Excellence in Teaching Award. A prolific scholar, Schmittlein is currently involved in research projects focused on customer purchase patterns, assessing future sales potential, direct marketing, and analyzing new product success in Japan and the U.S. He earned PhD and master’s degrees from Columbia University, as well as an AB from Brown University.

Schmittlein has consulted with firms such as American Express, American Home Products, AT&T, Ford Motor Company, Gianni Versace S.p.A, Lockheed Martin, Pfizer, Revlon and Quaker Oats Co., and the Oakland Raiders, regarding marketing research methods, models for marketing decisions, advertising, new product development, market segmentation, and direct marketing.