Judith Lynn Richards, MBA

About

Judith Richards, MBA, has worked as a lecturer, adjunct and visiting professor at California Lutheran University’ssince 2008 in the School of Management, where she teaches Marketing Theory, Principles of Marketing, International Marketing, and Integrated Marketing Communications.  She is also the founding professor for the Negotiation and Conflict Management class offered in the MBA program, a class that she was asked to create. Richards enjoyed an exciting 20 plus year career working for Fortune 200 corporations as Vice President of Sales and Marketing.  In this position, she managed responsibilities related to consumer sales, marketing communications, marketing research, client relationship management, product development, advertising, training, event marketing, operations and internet marketing.  Going one step further, Richards developed credentialed training programs for sales and marketing representatives and executives that included negotiation, product, presentation and sales skills.  

Based on her career experience as a marketing practitioner, she strives to provide real-world learning opportunities for students.  In one class where the students read a case study about Burger King, Richards used her extensive professional network to bring in an Account Executive from their Ad Agency of Record, Crispin, Porter and Bogusky, to present to the class.  Student groups in her International Marketing course created an actual global marketing plan for a European company’s expansion into China.  Students presented the plan to the CEO, Brand Manager, Co-owner and Sales Manager.  One of her marketing courses worked with the owners of a local farm to develop a marketing plan.  Students in her Negotiation and Conflict Management class worked with an Advisory Council member to create a case study on an actual complex aerospace negotiation with Russians.

Past recognition included a President Circle Award, which was bestowed upon her for embracing the values and contributing to the success of a Fortune 60 Company.  In addition, Judith was honored as Sales Executive of the Year.  She was also appointed Vice-Chairperson of the Ventura County Employer Advisory Council, State of California.  Also, Professor Richards formerly served on the Board of Directors, Executive Committee and as a Corporate Officer for the American Red Cross.  As Chairperson of the Strategic Committee, she provided strategic oversight, consultation and leadership to the CEO. 

She has been president of her own marketing and healthcare consulting firm and has consulted with Fortune 100 companies.  As a marketing consultant, she helped clients develop marketing plans, promotional campaigns and launch new products that increased both sales and retention.  In addition, as a healthcare consultant, Richards assisted her individual and small group customers navigate the complex healthcare system and she negotiated on their behalf. 

Richards and her co-author have presented papers on Negotiation Self-Efficacy relating to higher education, multi-cultural environments plus gender-based learning needs among entrepreneurial women at venues including:  The American Marketing Association Marketing Educators’ Conferences, the United States Association for Small Business and Entrepreneurship (USASBE), the World Universities Forum, the Center for Scholastic Inquiry Academic ResearchConferenceand the Marketing Educators Association Conference.  Further, their papers have been published in the Journal of Entrepreneurship Education, the Journal of the World Universities Forum, and the Center for Scholastic Inquiry Academic ResearchConference.  Also, they have trained entrepreneurial women in California and Kenya on negotiation skills.  Richards enjoys pursuing her passions, including teaching plus travel, and these passions continue to enhance her professional development.  In her travels to Europe, Southeast Asia, and Asia Minor she has studied cultures and global marketing opportunities. Her academic credentials include a MBA degree from Pepperdine University plus Bridge Program Certification from the Association to Advance Collegiate Schools of Business (AACSB). Additionally, she completed the Director Training Program at UCLA where she obtained Institutional Shareholder Services certification. 

Education

M.B.A., Pepperdine University, Irvine, CA

B.A., California State University, Northridge, CA

AACSB Bridge Program Certification

University of California, Los Angeles – Director Training and Certification Program

University of Southern California, Los Angeles – Management Development Program

Publications

·     “Kenyan Female Entrepreneurs and Negotiation Education:  Exploring Efficacy Development Utilizing Distance Learning,” with V. Guerrero and A. Domicone.  The Journal of Scholastic Inquiry: Education (JOSI:E) Spring 2016, Volume 6, Issue 1, ISSN: 2330-6556 (Print), and ISSN: 2330-6564 (Online).

·     “Female Entrepreneurs And Negotiation Self-Efficacy: A Study On Negotiation Skill Building Among Women Entrepreneurs,” with V. Guerrero.  The Journal of Entrepreneurship Education, Volume 18, Number 2, 2015, Print ISSN 1098-8394 and Online ISSN 1528-2651. http://www.alliedacademies.org/articles/jeevol1822015.pdf.

·      “Higher Education and Negotiation Competence:  Examining the Impact of Experiential Learning on Negotiation Self-Efficacy in a Multi-Cultural Environment,” with V. Guerrero.  Journal of the World Universities Forum, Vol. 8, Issue 2, pp.41-55, May 2015, www.onthe university.com, ISSN 1835-2030.  Article: Print (Spiral Bound). Published online: May 26, 2015 (Article: Electronic (PDF File; 741.370KB)).