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Madden blends teaching, administration

Sept. 27, 1996

Dr. Charles S. Madden was named vice president of university marketing in May. Madden has taught marketing classes for 13 years.

By Whitney Daniels

Lariat Reporter

An old name at the University assumes a new job title.

Dr Charles S. Madden, formerly a University marketing professor, was named vice president for university marketing in May. Madden has taught marketing classes at the University for 13 years and was the 1983 marketing department chairman and the master's of business in administration coordinator for three years. He said his new position was created earlier this year by the Baylor Board of Regents.

Madden describes himself as a 'simple guy,' but his job encompasses many facets of the University.

Public relations, student recruitment and admissions, financial aid, government relations, summer host programs, institutional research and testing (statistics) and the Baylor Department of Public Safety operate under Madden's direction.

Madden said although the list seems like a random assortment, they share in common a relationship with various outside constituencies.

Representing such a variety of values and opinions is a unique feature of university relations, since within corporate and political structures a single voice often speaks for many, he said. Universities thrive on discussion of controversy, and part of Madden's responsibility is to ensure equal representation for all.

'My fear is not that Baylor will receive negative publicity, but that it will become obscure (in the media),' Madden said. 'Baylor has operated on the fault line between faith and learning for so long...there is always something to reassure anyone from time to time.'

Even with such administrative responsibility, Madden still teaches what he said is his favorite course, Marketing for Non-Profit Organizations. The only concession he makes is having a partner teach when he cannot lecture.

'The non-profit class is my favorite because it gives students a chance to find out what they are passionate about,' Madden said.

He said he can exercise his passion for teaching in the class. He tries to teach case studies that 'people will end up caring about,' such as building public support for symphony orchestras, increasing the number of blood donors in particular areas, and promoting religious ideas without compromising the essential content of messages.

Recruitment, or prospect-finding, as he calls it, is the most enjoyable aspect of his marketing function.

'I like the idea that you can make a difference in people's lives by bringing them somewhere where they can be challenged,' Madden said.

He said he believes Fall Premiere and summer programs are becoming increasingly important in selling the University to prospective students, who he regards as recruitment program customers.

'There are students who already have acceptance letters in their hands, and Baylor should stay involved throughout the entire decision-making process,' Madden said.

Other schools are beginning to notice improvements in the University's recruitment system, he said. The University of Notre Dame and Arizona State University administrators have contacted Madden for advice on possible changes to their marketing structures.

He said the University needs to begin 'a winning tradition' to keep up with other Big 12 schools and generate favorable response.

'I predict that we will see a response from the Baylor community that parallels that of Waco,' Madden said.

He also said Baylor will have to work harder because of its private status, but will probably make a strong showing in the aspect of the Big 12.

Madden said his biggest challenge has not been in the form of a particular event or problem, but in the physical demands of being a vice president. He has to be at a number of meetings every day and must read about and stay aware of current affairs.

'I've tripled the number of acquaintances and have to struggle to maintain friendships,' Madden said. He said the effects on his family have been minimal although he regrets that his daughter, Elissa, who he said 'is just trying to be a student,' is often in the spotlight.

Madden and his wife, Mary, met through a friend on the first day of college at the University of Nebraska. They have been married for 28 years and have two children. Their son, Christopher, graduated in 1995 from the University and now lives with his wife in Dallas. Elissa is a senior studying social work.

The family owns property in Colorado and enjoys whitewater rafting vacations. Madden and his wife have enjoyed traveling and teaching in foreign countries, especially Finland and Australia.

Madden said he is unsure how long he will continue as vice president. He said he is still on track to be the 1998-99 chairman of the board of the American Marketing Association, a commitment he said he made before he accepted the position at the University.

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