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Don Schultz

Don E. Schultz

Professor Emeritus

Don E. Schultz is professor emeritus of Integrated Marketing Communications at Medill and President of Agora, Inc., a global marketing, communication and branding consulting firm. 

Schultz consults, lectures, and holds seminars on integrated marketing communication, marketing, branding, advertising, sales promotion, and communication management in Europe, South America, Asia/Pacific, the Middle East, Australia, and North America.

He is the author/co-author of over twenty-eight books and over one hundred and fifty trade, academic and professional articles.  He is a featured columnist in MARKETING NEWS and MARKETING INSIGHTS Magazine.  He was the founding editor of the Journal of Direct Marketing, the associate editor of the Journal of Marketing Communications, and the International Journal of Integrated Marketing Communication.  Schultz also serves on the editorial review board for a number of trade and scholarly publications.

Following his graduation from the University of Oklahoma with a degree in Marketing/Journalism, Schultz began his career in publication sales and management in Texas. He joined Tracy-Locke Advertising and Public Relations in Dallas in 1965, and managed offices in Dallas, New York, and Columbus, Ohio offices as senior vice president.  He served as management supervisor for a number of national consumer product, service, and industrial accounts.

In 1974, Schultz resigned from Tracy-Locke to launch a career in academia. He obtained a master’s degree in advertising and a Ph.D. in mass media from Michigan State University while also teaching in the MSU Department of Advertising. He joined Northwestern in 1977.  At NU, he has served as Department Chair and Associate Dean. 

Schultz was former director of the Promotion Marketing Association of America and past Chairman, Accrediting Committee, Accrediting Council in Journalism and Mass Communications. He is also a member of the American Marketing Association, American Academy of Advertising, Advertising Research Foundation, Business Marketing Association, Direct Marketing Association, Association for Consumer Research, and the International Advertising Association. Schultz is a director and US Chairman for Brand Finance, London. He is a former director of Penton Publishing, Cleveland, Insignia Systems, Minneapolis, Simon Richards Group, Melbourne, Australia, Dunnhumby, London and others. He also provides consultancy services to a broad variety of marketing organizations, agencies, media and non-profit groups around the world. Schultz is a Fellow of the Institute for the Study of Business Markets at Pennsylvania State University. 

 Schultz currently holds appointments as an adjunct professor at the Queensland University of Technology in Australia, and as a visiting professor at the Cranfield School of Management in the UK, Tsinghua University and Peking University, China, the HSBC School of Business, Peking University/Shenzhen, China, Cattolica University, Sacre Coure, Milan, Italy and Hanken, the Swedish School of Economics, Helsinki, Finland.

He was the recipient of The Northwestern University, Distinguished Faculty Achievement Award, in 2010, Direct Marketing News’ Emerson Award in 2012, the MMA (Marketing Management Association) Marketing Innovator Award in 2013 and the AAA (American Academy of Advertising) Ivan Preston Outstanding Contributions to Research Award in 2014.

He lives in Chicago with his wife Heidi who is also his business partner. 


  • BBA in Marketing/Journalism from the University of Oklahoma 
  • MA in advertising from Michigan State University
  • Ph.D. in mass media from Michigan State University