GBC Marketing Professor Ashik Shafi Connects Classroom Concepts to a Changing Industry 

Marketing can be as simple as selling an item to another person or as complex as building a global brand, analyzing consumer data and reaching millions of people through digital platforms. 

For Ashik Shafi, that range is part of what makes the field so interesting to teach. 

In a recent episode of the Practice to Profession podcast, Shafi spoke with host Dustin Ramsdell about his path to Goldey-Beacom College, the advantages of studying marketing in Delaware and how he helps students prepare for an industry that is constantly changing. Shafi teaches marketing courses at both the undergraduate and MBA levels. His academic background includes an MBA and a doctoral degree in marketing and communication studies.

Originally from Bangladesh, Shafi has lived and worked in several parts of the United States, including Michigan, Texas and Minnesota. Before coming to Delaware, he was a tenure-track faculty member at a college in northern Minnesota. When he began considering opportunities in other parts of the country, Delaware stood out. 

Shafi appreciated its combination of natural scenery, nearby cities and access to different industries and communities. From Delaware, students and professionals can reach Philadelphia, New York City, Washington, D.C., beaches, parks and major employers without having to choose between an urban or rural setting. 

That location also strengthens the way Shafi teaches marketing. 

GBC is located near major financial institutions, businesses, sports organizations, entertainment venues and cultural destinations. Those surroundings give students familiar examples they can connect to the concepts discussed in class. 

Marketing is not limited to promoting a physical product. It can also involve an experience, service, event, public figure or organization. 

A cup of coffee is a product, but the atmosphere of the coffee shop, the way the drink is presented and the person seen consuming it can all influence how customers respond. The same principles apply to banks, sports teams, entertainment companies, small businesses and nonprofit organizations.

That perspective allows students to examine why consumers make certain choices. They may discuss why someone selected one car over another, how a celebrity influences perceptions of a brand or how a business can grow from a small community into a larger market. Shafi also values the range of experiences students bring into his classrooms. 

GBC’s MBA students may include engineers, pharmacists, physicians and professionals from other industries. Their knowledge creates opportunities for students and faculty members to learn from one another. 

Shafi believes teaching should not be a one-way exchange. He wants to learn from students’ professional experiences, personal backgrounds and perspectives while helping them understand marketing. That interaction helps keep classes engaging and gives students opportunities to see how marketing applies across industries. The field itself also requires continuous learning. 

Shafi compares marketing to playing a sport. The basic action may be relatively simple, but performing at a professional level requires strategy, research, analysis, preparation and the ability to anticipate what will happen next. 

Marketing can involve selling an item through an online marketplace. It can also involve international campaigns, streaming platforms, social media advertising, influencer partnerships, brand development, data analysis and emerging technologies. The fundamental purpose remains consistent: connecting a product or service with the people most likely to value it. The methods used to accomplish that purpose, however, change quickly. 

Practices that were effective five years ago may already be outdated. Social media platforms update their advertising systems, links and tools change, and new approaches to digital and influencer marketing continue to emerge. To keep his courses current, Shafi reviews recent research, reads academic journals and attends professional conferences. Conferences allow him to learn about studies and industry developments before they are formally published. That research helps him bring current practices into the classroom rather than relying entirely on examples from older textbooks. 

For students preparing to enter a competitive industry, that currency matters. They need a foundation in established marketing principles, but they must also be ready to adapt those principles to new platforms, technologies and consumer expectations. GBC’s marketing curriculum gives students opportunities to build that range of knowledge. Undergraduate students can study areas such as marketing management, consumer behavior and international marketing. At more advanced levels, students may take courses in marketing analytics and marketing strategy. Courses are available in face-to-face and online formats, giving students different ways to engage with the material. 

For Shafi, the College’s small class sizes are an important advantage. At other institutions, he has taught lecture courses with approximately 150 students. In that setting, it was difficult to interact personally with everyone in the room. At GBC, his classes have generally included about 20 to 25 students, with his largest class reaching approximately 40. Within the first few weeks, he can learn students’ names, interests, personalities and professional goals. That familiarity allows him to select examples, projects and research topics that connect more closely with the students in each class. It also makes it easier for students to ask questions, participate in discussions and seek help when they need it. 

Shafi sees that accessibility across the College. Students can connect with faculty during office hours, use campus resources and receive support without being lost in an oversized system. GBC’s small size allows the College to remain responsive while still offering the academic programs, library resources and student services needed to help students move forward. 

The College’s location also creates access to internships and professional connections. Shafi has met GBC graduates working at organizations such as JPMorgan Chase, Barclays, Bank of America and the State of Delaware. Those encounters demonstrate the impact the College can have as students’ progress through their careers. 

The combination of a small learning environment and proximity to major employers gives students both direct academic support and access to professional opportunities. When asked what he hopes to convey to every student, Shafi offered straightforward advice: believe in yourself and try different things. 

Students may assume they are not good at something when they have simply never attempted it. Exploring unfamiliar subjects, activities and career paths can help them better understand their interests, strengths and goals. Not every experience will become a lifelong passion. Discovering what they do not enjoy can be just as useful as identifying what they do. 

By moving beyond their comfort zones, students can develop a clearer sense of the environments, industries and roles that fit them best. For students preparing to enter a field as broad and fast-moving as marketing, that willingness to experiment is especially valuable. Success requires more than learning the tools used today. It requires curiosity, confidence and the ability to keep learning as the industry changes.

Watch the episode here!