Sarah  Fischbach

Sarah Fischbach, Ph.D.

Adjunct Faculty Member

An Assistant professor of marketing, Dr. Sarah Fischbach received her Ph.D. from New Mexico State University, Las Cruces and joined Cal Lu in 2014, after having served as faculty for the Shidler School of Business, University of Hawaii at Manoa on Oahu.  Dr. Fischbach is a marketing researcher whose research has focused on ethics, bribery, social media analytics, data automation and pedagogy. An up and coming teacher, she has presented pedagogical techniques at national conferences including Society of Marketing Advances, Marketing Educators Association Conference, and National Conference for Sales Professionals, she has also published articles on the ethics and the use of graphic novels as training tools in the Journal of Business Ethics and Journal of Consumer Research.  She has also co-authored several articles on pedagogical techniques in the classroom. Her recent work on the ethics of native advertising and sponsored content has been widely accepted in the academic community. 

Her professional experience includes holding positions in professional sales and marketing for small, large, profit, non-profit and government organizations.  She is an award winning Fortune 500 sales professional receiving national business development manager and account manager in 2005.  Dr. Fischbach is the Vice President of the Marketing Educators Association (MEA) Conference where theories and ideas are communicated across campuses and across borders.  She is a long-time member of the American Marketing Association and continues to build community relationships to improve professional and academic success in the classroom.  


Doctor of Philosophy in Marketing, 2013.
New Mexico State University, Las Cruces, NM

Master of Business Administration, 2002. 
St. Ambrose University, Davenport, IA.

Bachelor of Arts in Business Administration, 2000. 
Augustana College, Rock Island, IL


Marketing Ethics, Personal Selling, and Pedagogy Techniques

Pacific Coast Business Times 40 Under 40 Award 2016

805 Connect Podcast: Ethical Marketing

Trustee of the Thousand Oaks Library 

VP of Marketing Educators Association 

Board Member Community Leaders Association





Fischbach, S. & Zarzosa, J. (2017). "Big Data on a Smaller Scale: A Social Media Analytics Assignment" Journal of Business Education. (forthcoming).

Fischbach, S. & Guerrero, V. (2017). Mobile Business Retailing: Driving Experiential Learning on Campus, Journal of Marketing Education. (forthcoming).

Zarzosa, J. & Fischbach, S. (2017). "Native Advertising: Trickery or Technique? An Ethics Project and Debate." Marketing Educator Review.

Fischbach, S. (2017). "Targeted Marketing Key to Loyal Customers," Pacific Coast Business Times, January. edition.

Fischbach, S. & Connor, S. (2016). "Empathy and Interpersonal Mentalizing in Ethics Education: Graphic Novels in Ethics Education: An Exercise with Graphic Novels,”  Journal of Advancement of Marketing Education 24 (1), pp. 88-92.

Fischbach, S. (2016). "Earn Loyalty by Marking Customers Smarter," Pacific Coast Business Times, March, edition.

Fischbach, S. & Guerrero, V. (2016). "Transforming Services to the Customer: Exploring User-Generated Content and Entrepreneurship," Journal of Business & Entrepreneurship, Vol 27 (1), pp. 109-130.

Fischbach, S. (2015). "Testimonials as a Tool for Catphishing." New Mexico Business Outlook, April edition.

Tian, K., Pookie S., Fisher, D., Fischbach, S., Boberg, K., Luna-Nevarez, T., Kroger, J., and Vann, R. (2014). “Transforming Health Care: Empowering Therapeutic Communities Through Technology Enhanced Narratives.” Journal of Consumer Research. Weblink to Press Release:

Fischbach, S. (2014). "Ethical Efficacy as a Measure of Training Effectiveness: An Application of the Graphic Novel Case Method Versus Training Written Case Study," Journal of Business Ethics. 
Weblink to Article:

Fischbach, S. & O’Conner, S (2013). “Many Shades of ‘Green’: An Exploration of Sustainability Storytelling Across and Within University Organizations," Tamara Journal for Critical Organization Inquiry
Weblink to Article:

Peterson, R.T. & Fischbach, S. (2013). “Marketing Student Evaluation of Sales Careers by Favorabillity, Social Status and Hierarchy Position: Variations by Courses Taken,” Accelerated Journal Review.

Fischbach, S and Peterson, R.T. (2013) “An Exploratory Study on the Extremeness Aversion Technique,” Journal of Personal Selling and Major Account Management, Vol 2, pp 11-21.

Fischbach, S & Sautter, E (2013) “Graphic Narrative in Marketing & Business Education,” New Mexico Business Outlook, January edition.

Peterson, R. T., Limbu, Y.B., Xu, B. and Fischbach, S (2012). “Applications of Balance Theory to Faculty Effectiveness: An Assessment,” Marketing Education Review, 22, 2, pp109-119. 

Fischbach, S & Peterson, R.T. (2012) “Small Business Employment of Older Personnel for Business Marketing Positions,” New Mexico Business Outlook, August.

Fischbach, S. (2012). “Collegiate Sporting Events Attendance: Reaching Students through Social Media,”Consumer Behavior, 4th edition, by Bain/Harris, case study for Cengage Publishing.

Peterson, R. T. & Fischbach, S. (2013). “Utilization of Scripts in Personal Selling,” in Journal of Sales and Major Account Management, Vol 1, page 13-20.

Fischbach, S. (2011). “Social Media Analytics in Real Estate Sales,” Keller Center Business Research Report.

Fischbach, S. (2011) “Space Consumers,” Consumer Behavior, 3rd edition, by Bain/Harris, case study for Cengage Publishing.

Grant Funding

January 2017.  Received $1000 Community Leaders Association Grant to hold a poster session for the community at the SoCal ICAI Conference at the Palm Garden Hotel, April 20, 2017.  

March 2015. Received $5,000 FRCW Grant for creative work on "Native Advertising."  Working with multiple departments to complete the work on ethical efficacy and effectiveness of online native advertising with testimonials.

July 2011–July 2013. Graduate Assistant chosen to work on a $50,000 grant on graphic pathographies and holographic images.  Working on the grant has improved my ability to work effectly with research vendors, run lab experiments involving high-tech equipment and develop multi-disciplinary working skills.

December 2012: Received $10,000 grant to create three graphic novels through the Daniels Fund Ethics Initiative.  The graphic novels are used in my dissertation and have been presented at several universities through the United States. 

January 2011: Conducted Focus Group marketing research in cooperation with Temo Luna for the New Mexico State University, Athletic Department.  Presentation and paper will be completed in January 2010. 

October 2009: Conducted Focus Group marketing research for the New Mexico State University, Center for the Arts.  Presentation will be featured on the supplemental DVD in the book Marketing Research for Dummies Publication, headed by Dr. Hyman, Professor, NMSU.


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