MYLES BASSELL

Brooklyn College
School of Business
216 Whitehead Hall
Brooklyn, New York 11210

Email: mbassell@brooklyn.cuny.edu   professorbassell@yahoo.com

Course Website: http://userhome.brooklyn.cuny.edu/bassell

Profile: http://www.brooklyn.cuny.edu/pub/Faculty_Details5.jsp?faculty=379

Portfolio: http://userhome.brooklyn.cuny.edu/bassell/teachingportfolio

PROFILE SUMMARY

• Teaching Experience:
  • 2004 - present Brooklyn College, School of Business

• Industry Experience:
• 1999 to 2011 Management Consulting, Service Sector
• 1996 to 1999 Brand Management, Manufacturing Sector
• 1989 to 1994 Risk Management, Financial Services Sector
• 1984 to 1989 Retail Management, Healthcare Sector

TEACHING EXPERIENCE

Brooklyn College, City University of New York, Brooklyn, NY 2004 to present

Courses Taught:  28

Graduate 12
BUSN 7200 Organizational Behavior
BUSN 7202 Bargaining and Conflict Resolution
BUSN 7204 Strategic Management
BUSN 7205 Managerial Economics --> Summer 2012
BUSN 7206 Microeconomics for Business Decisions -> Spring 2012 click here for syllabus
BUSN 7208 Marketing Management -> Spring 2012 click here for syllabus
BUSN 7210 Innovation & the Drive for Growth --> Summer 2012
BUSN 7220 Global Business Environment
BUSN 7240 Global Finance and Management --> Summer 2012
BUSN 7250 International Human Resource Management
BUSN 7255 Managing Diversity in the Global Economy
BUSN 7260 Entrepreneurship in a Global Economy
BUSN 7279 Applied Research Methods --> Spring 2012 click here for syllabus
ECON 7215 Money & Capital Markets --> Summer 2012
ECON 7230 Operations Management --> Fall 2012

Undergraduate 16
ACCT 3001 Managerial Accounting
ACCT 3101 Income Taxation --> Spring 2012 click here for syllabus
ACCT 4101 Taxation of Business Enterprises --> Fall 2012
BUSN 31.4  Operations Management
BUSN 50.1  Management
BUSN 50.2  Marketing
BUSN 50.5  Small Business Management & Minority Entrepreneurship
BUSN 50.7  Advertising
BUSN 50.9  Consumer Behavior
BUSN 52.0  Leadership
BUSN 70.4   Options, Futures, and Commodities
BUSN 76.4   International Business and Global Marketing

Honors Courses Taught:
BUSN 85.3   Independent Research in Business Policy and Managerial Economics
BUSN 97.5   Fieldwork 1 5100 Individual Taxation --> Spring 2012 click here for syllabus
BUSN 97.6   Fieldwork 2 5101 Business Taxation --> Spring 2012 click here for syllabus

Capstone Seminars: 
BUSN 80.1   Business Management and Policy
BUSN 80.2   Business Finance

LECTURE EXPERIENCE

Guangdong University of Technology, China
Sun Yat Sen University, China
Guangdong University of Business Studies, China
South China Agricultural University, China
Guangdong University of Foreign Studies, China

LEADERSHIP & SERVICE

Brooklyn College

AWARDS AND RECOGNITION

2010
Dedication & Service Award, Business Leadership Society
Mentor Award, Black Student Union
Distinguished Faculty Award, The Entrepreneurship Experience Program

 2009
Outstanding Leadership Award, Business Leadership Society
Distinguished Faculty Award, The Entrepreneurship Experience Program

2008
Coach of the Year Award, Business Leadership Society
Make a Difference Award, Milga Morales, Dean of Student Affairs
Service Award, National Association of Black Accountants

2007
Most Respected Teacher Award, Who’s Who Among America’s Teachers
Dedication and Service Recognition, Milga Morales, Dean of Student Affairs
Advisor of the Year Award, Vannessa Green, Dean for Student Development
Service Award, National Association of Black Accountants
Champion of Student Success Recognition, Donna Wilson, Dean of Undergraduate Studies
Outstanding Contributory Award, Business Leadership Society
Certificate of Appreciation, Academic Club Association                             
Outstanding Faculty Advisor Award, Business Leadership Society

RESEARCH

Refereed Journal Articles

López-Pumarejo, Tomás and Myles Bassell (2009). "The Renaissance of Outdoor Advertising: A Global Transformational Phenomenon From Harlem to Hong Kong." American Journal of Business 24.2, Fall: 33-39.

Presentations/Proceedings

Bassell, Myles. (2011) "Legalized Medical Marajuana: Are Business Costs Deductible?"
discussant. 47th Annual MBAA International Conference. Chicago, March 23-25.

Bassell, Myles. (2011) "When IFRS Is Not Really IFRS" discussant. 47th Annual MBAA
International Conference. Chicago, March 23-25.

Bassell, Myles and T. López-Pumarejo. (2011) "Inventory Management: Accounting for Eggs."
47th Annual MBAA International Conference. Chicago, March 23-25.

López-Pumarejo, Tomás and Myles Bassell. (2011) "Revenue Recognition: A Case Study on
Generally Accepted Accounting Principles (GAAP)." 47th Annual MBAA International
Conference. Chicago, March 23-25.

López-Pumarejo, Tomás and Myles Bassell (2008). "How Technology Transforms Outdoor
Advertising: Succeeding in a Global Environment." Midwest Business Administration Association International, Business, Selected Proceedings, Society and Government Division. Chicago. 64-82.

Bassell, Myles. (2006)  "Global Strategic Marketing, Branding and Advertising" keynote speech.
South China Agricultural University. China, April 25.

Bassell, Myles. (2006)  "Building a Power Brand" keynote speech. South China Agricultural
University. China, March 22.

Bassell, Myles. (2006)  "Building a Power Brand With Advertising" keynote speech. Guangdong
University of Technology. China, March 21.

Bassell, Myles. (2006)  "Brand Power" keynote speech. Guangdong University of Business
Studies. China, March 20.

Bassell, Myles. (2006)  "Creating and Implementing Branding Elements" keynote speech.
Guangdong University of Foreign Studies. China, March 19.

Papers in Progress

Bassell, Myles, “Organizational Behavior: An Empirical Study Regarding Corporate Social
Responsibility.”  90% complete

Bassell, Myles, “Analysis of Attitudinal Data Regarding the Causes of the 2008 Financial Crisis
Based on Exploratory and Descriptive Research.” 90% complete

Bassell, Myles, “Meeting the Expectations of the Public When Companies Make Mistakes: A
Quantitative Analysis of Public Opinion.”  90% complete

Bassell, Myles, “A Market Opportunity Analysis Regarding Individuals with Physical Impairments.”
85% complete

Bassell, Myles, “Perceptual Vigilance:  A Statistical Analysis of Consumer Attitudes.”
85% complete

Bassell, Myles, “Descriptive Research and Analysis Regarding Stimulus Selection Factors.”
85% complete

Summary:

Provided leadership and strategic direction for all sales and marketing initiatives for a leading advertising, research, and consulting firm that specializes in consumable and durable consumer products.  Develop integrated management solutions that maximize client sales and profitability and minimize client operating costs. From 1999 - 2011 he was directly responsible for providing marketing, management, sales, financial, tax and accounting advisory services.

Led business development efforts by cultivating relationships and creating partnerships with potential and existing clients.  Identified, developed, managed, empowered, and motivated a winning team of strategic partners and resources.  Developed proposals, finalized contracts, and presented conclusions on high profile engagements. 

Directed the design and implementation of primary/secondary and qualitative/quantitative research to deliver insightful and actionable information.  Accountable for establishing and delivering top and bottom line P&L objectives. 

Spearheaded the development of strategic plans to grow client sales $15B+

Identified and quantified opportunities that will generate profitable client revenue of $5B+

Created and delivered executive and board-level presentations on high profile engagements

Diagnosed problems and provided clients with solutions that will reduce costs $2B+

Developed strategies and tactics for all classical marketing mix variables

Pioneered the sourcing of new products from Hong Kong and China for clients 

Key Client Channels:  Mass, Grocery, Drug, Specialty, and Department Stores 

Led the development of advertising campaigns, research studies, packaging design, point-of-purchase displays, and brand identity systems.  Created executive-level thought leadership reports and issue-oriented research and consulting reports.  Champion of classical marketing and continuous improvement.  Managed practice, clients, projects, and people.  Provided direction to and coached advertising, public relations, research, design, packaging, and merchandising teams. 

Responsible for creating and implementing strategic marketing plans to profitably grow volume, distribution, and market share of a $135M consumer packaged goods business.  Developed and implemented strategies and tactics for all classical marketing elements including pricing, advertising, merchandising, packaging, positioning, branding, promotions, and distribution.  Accountable for leading a 10 person cross-functional new product development team.  Utilized market research to identify and quantify opportunities and used bar code scanner data to track performance.  Responsible for full P&L, product forecasting, and budgeting. 

Reversed a 17% sales decline by developing and implementing plans that increased sales $23M

Initiated a cost reduction which boosted profit margins by delivering an annual savings of $3M

Championed the packaging restage of a line to improve shelf space productivity

Key Customers:  Walmart, Kmart, Target, Federated, May Co., Dillard’s, BB&B, Kroger, CVS 

Responsible for all classical marketing elements: product, price, place, promotion, advertising, branding, and positioning.  Collaborated with advertising, public relations, research, promotional, design, merchandising, and packaging firms to ensure the business plan was flawlessly executed.  Developed strategic marketing plans to increase volume, earnings, and distribution of a $250M consumer packaged goods group. 

Managed cross-functional team to develop a new line resulting in sales of $2M

Initiated a cost reduction that improved earnings by yielding a savings of $650,000

Key Customers:  Walmart, Kmart, Target, Kohl’s, Federated, Linens&Things, Kroger, Walgreen’s

Responsible for developing and executing a plan to transform category bar code scanner data into actionable information that exposed opportunities, created profitable growth, and improved shelf-space productivity by tracking consumer purchase behaviors, identifying purchase trends, and meeting consumer needs.

Pioneered the development of a comprehensive Fact Based Selling Tool to expand distribution

Planned and directed the creation of industry analyses to identify strategic marketing opportunities

Responsible for assessing market and financial attractiveness for major new products and developing preliminary marketing plans.  Utilized primary/secondary and qualitative & quantitative research.  

Evaluated market opportunities for a new technology with incremental sales potential of $20M

Minimized costs and improved earnings by supervising and coaching team on risk management

Promoted 4 consecutive years for displaying superior project and risk management skills

Conducted comprehensive evaluations and extensive negotiations saving millions of dollars

 
 Managed all marketing mix variables including product assortment, pricing, and promotions to maximize sales, profitability, and customer satisfaction.  Supervised a staff to ensure effective retail management of over-the-counter drugs, health & beauty aids, and other consumer packaged goods. 

Increased sales 30% by formulating and implementing innovative annual marketing plans

Managed all classical marketing elements: product, price, promotion, advertising, & merchandising

Bachelor of Science, B.S.
Business, Management and Finance           
The City University of New York
129 credits Magna Cum Laude             

Master of Science,M.S.
Management                                    
Purdue University
Focus Areas:  Marketing & Strategic Mgmt
60 credits

Bachelor of Science,B.S.
Public Accounting                                       
The City University of New York
32 credits Magna Cum Laude             

Master of Science,M.S.
Accounting                                       
The City University of New York
Focus Areas:  Accounting & Economics
66 credits Summa Cum Laude

References Available Upon Request