WWW.NAZ.EDU/MANAGEMENT • 1

RETHINKMANAGEMENT

It is no exaggeration to say that this has been the year of social media, from the highly publicized feature film The Social Network to the pivotal role that Facebook

and Twitter played in the recent revolution in Egypt. Since graduating from Nazareth College, Mike Deichmiller ’06 and Gavin Thomas ’06 have immersed themselves in this wide-open new arena, ushering their employer, Butler/Till, a media planning and buying agency, down social media avenues that are laden with opportunity.

Deichmiller and Thomas, who joined Butler/Till soon out of college, started out in the areas of

print, radio, and digital—the more traditional sectors of the business. Nonetheless, they felt

that something important was missing from the Butler/Till profile. “From the time we were

freshmen at Nazareth, we made use of social media on a personal level and always saw its

potential,” says Deichmiller. “We wanted Butler/Till to see that potential as well.”

> READ MORE ABOUT SOCIAL MEDIA ON PAGE 4

IN THIS ISSUENOTES FROM THE DEANPAGE 2

NOTES FROM THE UG CHAIRPAGE 2

MANAGEMENT NEWSPAGE 3

FEATURES PAGE 4

FACULTYPAGE 6

ALUMNIPAGE 7

UPCOMING EVENTSPAGE 8

The Social Media Wizards

SPRING 2011

See “Service-Learning Project” on page 3.

2 • WWW.NAZ.EDU

RETHINK MANAGEMENT

Notes from Dean Gerard Zappia Notes from UG Chair Joseph DaBoll-Lavoie

DEAR ALUMNI AND FRIENDS,

Traditional business models are breaking down, product life cycles are much shorter, competitive advantage is hard to sustain, and information (good and bad) flows quickly across national boundaries.

Because of this, business success may not last long unless a firm has the willingness and ability to adapt and make changes that align with the environment.

Inability to make the right moves in a timely manner turns into failure. For some examples, think Blockbuster and Borders Books and Music.

Adapt and change is now the rule. You figure it out and it will not be long before you must do it again. Think Netflix: a great example of an organization that is disrupting its own business model before a competitor or external force does it for them. And their management has the attitude that this is standard operating procedure.

The not-so-new reality is there is no permanent solution to any business challenge. Never fall in love with your product or a particular way of doing business. Once that happens you lose the ability to be objective and you start making very bad decisions.

Business schools must also adapt and get away from the formulaic approach to teaching business. Historically, business schools have placed too much emphasis on the mechanics of business and little emphasis on creativity, innovation, and entrepreneurship.

Our task is to teach students to “learn how to learn” and to face the challenges of tomorrow with an open mind and a willingness to see things in many different ways.

That said, the SOM faculty and I embrace the challenge, and we promise to continue to make changes that provide students with the tools and attitude to succeed.

Sincerely,

Gerard F. Zappia, DeanNazareth School of Management

> Visit Dean Zappia’s official blog at http://naz.typepad.com/zappia

DEAR FRIENDS,

CUPSOM: Chair of Undergraduate Programs, School of Management is my official title. While it doesn’t quite have that flowing sound of NCIS to it, it’s growing on me. And hopefully I’m growing into it.

The undergraduate programs here are a rich and diverse group of offerings that can help students find their areas of interest and strength, while building their skills for a meaningful life.

This time of year I talk with many students as they try to figure out their path at college and after. Trying to decide across our different programs, they explore economics, IT, accounting, management, and human resource classes. How about a music business class or an internship? Study abroad, anyone? I really enjoy helping them match their interests to their programs and getting them networked into the many areas with which the SOM is connected. Oh… I have to go now, a student needs to see me about declaring a business major! YES!

Sincerely,

Jospeh DaBoll-Lavoie, Ph.D.Chair of Undergraduate ProgramsNazareth College School of Management

WWW.NAZ.EDU/MANAGEMENT • 3

• RETHINK

New Finance Course OfferingThis spring semester, the School of

Management offered Investments II:

Portfolio Management (ECO 332) for the

first time. After teaching Investments I for

Nazareth for a while now, Prof. Michael

Amico developed a course that builds on

students’ interest in finance, economics,

and accounting to construct a portfolio and

analyze it using multiple approaches.

Finance has been an area of increasing

interest for many SOM students majoring

in management, economics, or accounting.

Amico brings his vast experience in

investments and portfolio management to

bear in his upper division class. Students

may take these classes as part of a finance

extension, along with an internship with

area financial advising firms.

MANAGEMENT NEWS

SOM Supports Ethics Institute

The Interdisciplinary Institute for

Professional Ethics (IIPE) unites the expertise

found in the School of Management with

the Schools of Education, Health and

Human Services, and the College of Arts

and Science. It prepares students for a life

of ethical service and leadership and to

support area professionals in meeting the

ethical challenges of daily work.

To date, the IIPE has held four events in

collaboration with the SOM. Local business

leaders have addressed challenging

issues such as identifying the root causes

of unethical behavior. The discussions

have been newsworthy and have been

summarized in weekly issues of the

Rochester Business Journal.

The business community’s response and

involvement has been excellent, and the

participants express a sincere desire to

continue the conversations. Says SOM Dean

Gerard Zappia, “We are fortunate to have

direct participation and support from many

important business leaders, such as retired

Maj. Gen. John Batiste, president of Klein

Steel, and Jim Nortz, director of compliance

at Bausch and Lomb.”

Bill Foster, president of Bioworks, and Rosa LaDelfa, senior vice president of Casco Security Systems.

Eric Klingen ‘12 (second from left) and Colin Doran ‘12 (second from right) with RMM staff

Econ Students Lead Effort to Help Rural & Migrant Ministry Service-Learning Project

Last fall, students in Labor Economics (ECO

340) heard from Rev. Richard Witt, executive

director of Rural & Migrant Ministry, about

disenfranchised migrant farm workers and

the status of New York State labor law for

migrants. The students volunteered to help

clean and paint an older building in Lyons,

NY, that Witt’s group had received as a

donation, along with setting up for a Fiesta

Day for the migrants. Other members of

the class helped Witt prepare information

for small farmers to elicit their support for

legislative changes. Still others assisted

with pre-event marketing and attended

the Rural Women’s Conference held in

Binghamton, NY. All the events provided

great opportunities for hands-on learning

connected to the class.

SPRING 2011

4 • WWW.NAZ.EDU

RETHINK MANAGEMENT

The Social Media WizardsDeichmiller and Thomas presented the idea of a social media initiative to Sue Butler and Tracy

Till, the firm’s co-CEOs. “They went for it and gave us the support and leeway to do the

necessary research,” Thomas recalls.

Deichmiller and Thomas are true believers in the power of social media. “From our

standpoint, social media really expands the realm of what we do and ups the benefits of the

traditional media channels we use. It opens up dialogues that never existed before,” says

Deichmiller. Thomas points out, however, that social media shouldn’t live alone. “Just as we

wouldn’t recommend using stand-alone print, we wouldn’t recommend using stand-alone

social media. Social media is there to extend the media purchases that are already being

made,” Thomas says.

Deichmiller and Thomas, both of whom received bachelor’s

degrees in business administration at Nazareth, particularly

appreciate the dynamic nature of social media. “There’s literally

something new happening every day,” says Thomas. He and

Deichmiller stay ahead of the curve by reading social media

newsblogs, participating in countless webinars, and attending

conferences across the country. In March, they made their

yearly pilgrimage to South by Southwest (SXSW), the annual

conference held in Austin, Texas, that brings together all that

is new and exciting in original music, independent films, and

emerging technologies.

“We’re really enjoying this unique role we’re playing,” says

Deichmiller. “We’re bringing new ideas to our clients and

working with people throughout our agency. We’re teaching

account executives how to Twitter and correcting the

misconception that you can’t really measure social media. In

fact, it’s very quantifiable.” Thomas cautions, however, that

there’s not just one social media answer. “When clients say

that they want a Facebook page, we ask them what their marketing objective is,” Thomas

says. “Social media requires an investment, and we want to make sure it’s used well.”

Currently, Deichmiller and Thomas connect around social media with more than half of

Butler/Till’s clients, and that figure is growing. “We’ve both invested a ton of time in this,”

says Thomas, “but that’s okay. Social media is not going away. It’s here to stay.”

> For more on this topic, visit: www.naz.edu

FEATURE

Gavin Thomas ‘06 Mike Deichmiller ‘06

WWW.NAZ.EDU/MANAGEMENT • 5

• RETHINKSPRING 2011

Center for Entrepreneurial Leadership Proposal

Nazareth College is known for producing graduates who serve and contribute in

a variety of fields. Many of the graduates enter their respective fields with an

entrepreneurial gleam in their eye—even in the worst economic downturn since the

Great Depression.

These ambitious graduates often look to establish private practices, market new inventions,

or introduce innovative new services. In doing so, they reflect a national interest in

entrepreneurship that has remained strong in spite of our current economic downturn.

The Kauffman Index of Entrepreneurial Activity reports that the number of new businesses

created during the 2007–2009 recession years has, in fact, increased steadily year-to-year,

reaching a 14-year-high in 2009.

The School of Management wants to encourage and support the dreams of our aspiring

students and alumni and has proposed the establishment of a Center for Entrepreneurial

Leadership (CEL). The purpose of the CEL would be to provide encouragement, education,

and support to the many Nazareth students and alumni with an interest in entrepreneurship,

extending beyond the School of Management.

“This exciting initiative would promote business growth and leadership development by

helping students and alumni develop the vision, business plans, and knowledge they need

to create and sustain successful businesses,” says Gerard F. Zappia, dean of the School

of Management. “The center would provide students from all academic disciplines with

opportunities to pursue an entrepreneurial path while continuing their education in their

chosen field of study. This will enable students to gain more control over their economic

futures by developing the ability to create opportunities in the marketplace for themselves

and others. Such control is increasingly important in today’s global economy.”

To ensure that the Center for Entrepreneurial Leadership is viewed as a resource for the

entire campus community, the proposal calls for the center to be incorporated into Career

Services and operated in collaboration with the deans and faculty of Nazareth’s School of

Management, School of Education, School of Health and Human Services, and the College

of Arts and Sciences.

An entrepreneur-in-residence would direct the activities of the center, serving as an advisor

to students and alumni from all disciplines that have an interest in starting a business. The

proposed CEL would offer entrepreneurship workshops for alumni and students as well as

an incubator that provides space, mentoring, and administrative support after graduation for

select students whose business plans have been chosen on a competitive basis. CEL would

also establish an alumni lecture series, featuring alumni entrepreneurs from all disciplines.

The CEL is an ambitious initiative and is contingent on external funding. Zappia is currently

seeking the financial support necessary to establish the center. For those interested in

supporting this exciting new venture, please contact Dean Zappia directly at 585-389-2570 or

at gzappia4@naz.edu.

“This exciting initiative

would promote business

growth and leadership de-

velopment by helping stu-

dents and alumni develop

the vision, business plans,

and knowledge they need

to create and sustain suc-

cessful businesses.”

– Gerard F. Zappia Dean, School of Management

6 • WWW.NAZ.EDU

RETHINK MANAGEMENT

FACULTY SPOTLIGHT

ROCHELLE RUFFER, Ph.D., Associate

Professor of Economics

Education: B.A. in Economics, Colgate

University; M.S. in Economics, University

of Wisconsin; Ph.D. in Economics with a

concentration in Industrial Organization,

University of Wisconsin.

If you dare to tell Dr. Ruffer that

economics is boring, she won’t

hesitate to set you straight. In fact,

finding ways to make economics

more interesting to her students is

what she loves most about teaching.

Her classes include Microeconomics

(both principles and intermediate),

International Business Economics, and

Development Economics.

Dr. Ruffer’s current research assesses

innovative teaching strategies in the

classroom and will be presented at

the National Committee on Economic

Education conference in June. She has

been involved in a number of National

Science Foundation-funded grants to

implement teaching techniques into the

classroom, help create a single, web-

based resource related to undergraduate

economics instruction, and most

recently to introduce interesting and

fun teaching techniques to community

college Economics teachers.

IN THE NEWSONLINE COURSES AVAILABLE

Several SOM faculty have started developing

and offering online course options.

According to Dean Gerard Zappia, “We

know most of our current students prefer

face-to-face, and we are very happy to

accommodate their preference. However,

there is a great deal of evidence that strongly

suggest the student of the future will have

a different view. The time to prepare for the

future is now.”

The SOM faculty leading the online course

initiative are Eileen Beiter (accounting),

Rose Hair (human resource management),

Lorraine Henderson (management), and

Deborah LaBelle (information technology).

They are currently offering online and hybrid

versions of classes; more online courses are

planned for the future.

Henderson has had a positive experience

teaching E-Commerce (MGT 427) as an

online course. Students come to class the

first day to familiarize themselves with

navigation in Moodle; they come on the last

day to do their presentations to the class. “In

between time,” says Henderson, “we do

chats, dialogue through discussion forums,

complete mini-projects that they receive

feedback on, and work toward a final project

that includes sharing a draft and providing

feedback to each other.” Most students

were surprised by the degree of sharing and

learning that was created by the format

of the course. “They suggested I got more

out of them because when they came to

the classroom, they were fully prepared to

concentrate and participate,” Henderson says.

Hair is teaching Applications in Human

Resource Management (HRM 437) as a

blended delivery course, alternating meeting

as a class and interacting using discussion

forums on Moodle. “This is the first time the

course has been taught this way,” she says.

“I am optimistic that the blended approach

will be beneficial to the students and can be

further developed in the years to come.”

IT STUDENTS LEARN TO DEVELOP

iPHONE APPS

Information technology majors Dan

Mowery, Josh Loucks, Elise Kanaley, and

John DeMott are learning how to develop

iPhone applications in an independent

study course offered by Deborah LaBelle,

Ph.D., associate professor and director of

Nazareth’s information technology program.

“The ultimate goal of this independent

study course is to give the students

experience working with the iOS platform

and to demystify the process of iPhone app

development,”

LaBelle says. “IT

graduates may

soon be expected

to know how

to design and

develop for

mobile devices,

and this course

will help students

gain experience

in this emerging

technology.”

At the start of

the semester the students brainstormed

ideas for apps. While they each have an

idea for an app that fits their personal need,

they also want to create a Naz App for

current or prospective Nazareth students.

They hope to have something ready for

testing by the end of spring semester and

will continue the development process in

fall 2011.

> Read more at www.naz.edu

FACULTY

WWW.NAZ.EDU/MANAGEMENT • 7

• RETHINK

M.S. HRM Grad ProfileWhy do people return to college after many

years to seek a higher degree? Sometimes

it’s to secure a better-paying position or to

make a career change. In the case of Scott

Latshaw ’10G, who earned his master’s

degree in human resource management

from the School of Management, the

motivation was disarmingly direct: he

wanted to learn more about his field.

For the past 16 years, Latshaw has been

with Paychex, the payroll and human

resource company that serves approximately

572,000 businesses in the U.S. As human

resources technology manager, Latshaw

supervises information systems and educates

employees in how to use technology.

Latshaw’s time at Nazareth has allowed

him to integrate generalist human resources

knowledge into his daily activities, thereby

boosting his decision-making capacity.

“Nazareth was an exceptional experience,”

says Latshaw. “My professors and fellow

students were all very professional and

knowledgeable. I’ve maintained contact

with the College and was even invited back

to participate in a management leadership

seminar course. It was good to be able to

give back that way.”

It’s Not Just a Race to Tolley ’97

In the 13 years since Ryan Tolley ’97

earned his bachelor’s degree in business

administration from Nazareth College, he

has established himself on the business end

of auto racing.

For the first six years after graduating,

Tolley worked at a number of different jobs

in telecommunications and software sales,

but he always felt that something was

missing. “I played basketball in my first two

years at Nazareth, and I really was looking

for something to which I could commit with

the kind of passion I reserved for sports,”

Tolley says.

Tolley found an outlet for that passion

when he signed on with Watkins Glen

International, eventually working his

way up to director of sales and business

development. This February, Watkins Glen’s

parent company, International Speedway

Corporation (ISC), transferred Tolley to

Florida, where he now serves as director of

sales for Daytona International Speedway.

In that capacity, Tolley is responsible for all

corporate deals at the racetrack, including

sponsorships, hospitality, corporate displays,

and suite sales.

“The thing that I love most about my job

is that it’s a passion and a lifestyle,” says

Tolley. “I work nonstop on race weeks, but

the Daytona 500 is a bucket list event and

SEND US YOUR NEWS

> Send us your stories and accomplishments! E-mail us at: management@naz.edu.

SUPPORT THE SCHOOL OF MANAGEMENT

> Visit www.naz.edu/support to make a contribution on-line or contact Peggy Martin, director of development, at mmartin0@naz.edu or 585-389-2410. Thank you!

ALUMNI

SPRING 2011

to know that I’ve been part of something

that 13 million people are watching…well,

that’s pretty cool.”

Tolley credits Nazareth with giving

him a love of lifelong learning. “The

sports industry is really a competitive

world, with lots of people coming up

from sports management programs all

around the country,” he says. “And so

continual learning and never settling for

the way things are—values I was taught at

Nazareth—have served me well.”

> Read more about what Naz almuni are doing at www.naz.edu

Ryan Tolley ’97 with American Idol’s Bo Bice at NASCAR pre-race

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> May 16-June 23: Summer Session I

> May 25: Graduate Information Session,

6 p.m., Shults Center Forum

> June 3: Fourth Annual SOM Golf Tourna-ment, 9 a.m.-5 p.m., Shadow Pines Golf Club,

Penfield, NY

> June 3-5: Nazareth College Reunion Weekend

> June 27-August 4: Summer Session II

> APPLY ONLINE NOW: www.naz.edu/apply management@naz.edu 585-389-2608

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