Compiled by Conor Youhei Hustedde, Communication Specialist Student Assistant
The College of Arts and Humanities is excited to welcome Dr. Pratik Shah to the Department of Media, Communications and Journalism. Dr. Shah received his bachelor’s degree in commerce and master’s degree in communication studies from Maharaja Sayajirao University of Baroda and his Ph.D. in advertising at the University of Texas, Austin. He has experience in various fields of mass communication and hopes that his blend of professional and academic knowledge will help him present both practical and conceptual concepts in class.
Tell me a little about yourself. Where were you born? Where did you grow up? What schools/universities did you attend?
Thank you for your question! I was born in Patan, a town in Gujarat, India. I spent some of my childhood in Mumbai, Maharashtra, but I moved to Vadodara, Gujarat where I began my primary education. I attended Maharaja Sayajirao University of Baroda for my undergraduate and postgraduate studies, where I earned my Bachelor of Commerce with a specialization in Marketing and my Master of Communication Studies.
After completing my master’s degree, I gained experience in various fields of mass communication, including advertising and public relations, event management, journalism, travel writing and integrated marketing communication. After a decade of working in these fields, I decided to pursue a Ph.D. in Advertising at the University of Texas, Austin (UT) in 2017. I successfully earned my doctorate in advertising from UT in May 2023.
What do you love about MCJ?
I love my students and colleagues and the time we spend, and the interactions we have. There is so much to learn from them all!
Where do you find your inspiration?
Several people inspire me – my spouse, who is pursuing her doctorate in advertising at UT, my family, friends, mentors, colleagues, and most importantly, my students! They inspire me to give my all and also keep learning and gathering fresh knowledge. Their enthusiasm for more knowledge about advertising and public relations motivates me to be an ever-increasing learner and instructor!
What are you most looking forward to teaching at Fresno State?
I love teaching the courses that I am currently teaching – MCJ 40 – Introduction to Advertising and Public Relations, MCJ 106 – Publication Design, and MCJ 147S – Digital and Social Media. My interest also lies in teaching courses on consumer psychology, strategic creativity in advertising and public relations, and using these tools for social justice and activism.
What are your teaching specialties? How did you become involved with those areas?
My teaching specialties cover theories, practices, and research methods in integrated marketing communications, advertising, public relations, consumer psychology and behavior, and creative strategies. I have been involved in these areas for 18 years. This includes two years of graduate school, 10 years of professional experience in various areas of mass communication and six years of doctoral studies. As part of my doctoral studies, I studied advanced advertising and public relations theories and research methods. Additionally, I studied advanced statistical methods, consumer behavior, cognitive science, strategic marketing, creative strategies, media psychology, experiments, social media research methods and human-computer interactions. I also worked as a teaching assistant for courses such as integrated communication management, popstar activism, international advertising, digital media and video production. As a result of these experiences, my department offered me the opportunity to teach courses in advertising creativity and psychology during my doctoral studies. To conclude, I became involved in teaching areas of integrated marketing communication because I am passionate about these fields academically and professionally.
How do you hope your background will elevate the MCJ Department’s offerings at Fresno State?
My blend of professional and academic knowledge consists of integrated marketing communications, consumer behavior and psychology, human-computer interaction, etc., which allows me to present both practical and conceptual ideas in class. My goal is to provide my students with practical abilities to devise effective marketing communication strategies. Furthermore, I also want them to grasp the theoretical knowledge to question existing practices and think of innovative ideas themselves instead of simply following the best practices. As a result, they will be able to come up with effective marketing communications solutions. On the other hand, they will also be able to analyze and learn why and how implementing a particular marketing communication task will affect consumers’ attitudes and behaviors. The importance of learning advertising and public relations theories cannot be overstated. This is because only when one understands the theoretical fundamentals behind a process can one tailor it to meet individual consumer needs.
As a new instructor who will be teaching PR/Advertising, what’s your biggest wish for undergraduates as they learn to explore the intersections of cultures, identities, and geographies over time?
By understanding the intersections of cultures, identities, and geographies, I hope students can customize communication strategies to meet individual consumers’ specific needs. Importantly, I hope they can determine whether or not the strategy respects consumer diversity, making it equitable and inclusive.
What is a book you think everyone should read, and why?
My strongest recommendation to everyone is to read “The Design of Everyday Things” by Don Norman. This book will demonstrate how it is essential to understand consumer needs and expectations in order to create a user-centered design – whether it is for products or services or marketing communication strategies. In addition, it will provide them with the tools necessary to develop the mindset necessary to develop user-friendly campaigns that enhance the overall user experience and increase engagement. Don Norman also provides an extremely engaging explanation of design psychology and its impact on users. When students are putting together communication campaigns, this will enable them to determine which types of communication are most applicable psychologically to specific consumers. In this manner, they would be able to tailor communications that could be targeted to the unique needs of their consumers and help them reach their communication objectives.
What are your fall 2023 office hours?
My office hours this semester are Tue-Thu 1:30 p.m. to 3:30 p.m. or online via appointment.
The College of Arts and Humanities at Fresno State 