Morningside Professor Emeritus authors second edition of textbook
Morningside College Professor Emeritus of Business Pamela L. Mickelson has authored a second edition of “Brand Builder Workbook,” a textbook for students, educators, entrepreneurs, small business owners, and advertising teams that offers tools to build successful and effective campaigns.
The central theme of “Brand Builder Workbook” is the Brand Builder Matrix integrated into the 12 chapters detailing the elements of the matrix – the brand, business goals, target, message, and message windows. The book features stories from real classroom applications and worksheets for lesson implementation. Mickelson collaborated with Hal Vincent, lecturer in strategic communications and the faculty director of Live Oak Communications at Elon University in North Carolina, and Bruce Bendinger, founder of the Copy Workshop in Chicago and editor and publisher of the first edition of “Brand Builder Workbook.” For more information, visit brandbuilderworkbook.com.
Mickelson started teaching at Morningside in 1985 and became a full-time faculty member in 1988. She influenced countless entrepreneurs as director of the Center for Entrepreneurship Education and adviser to Morningside’s E-Group. Students she advised in the Creative Edge Advertising Club gained real-world experience, helped community organizations, and found national success in competitions. A leader in her field, she helped organize conferences and received national recognition for her teaching. She wrote the “Brand Builder Workbook” to help students and practitioners develop integrated marketing communications plans. She also was a leader on campus as chair of the business department and as an active member of the Faculty Development Committee and Faculty Senate. Mickelson retired in 2019 and was named a Professor Emeritus of Business at Morningside.