Judy Frels

Senior Fellow, Executive Development Programs and Clinical Professor

3456 Van Munching Hall

Judy Frels is a Clinical Professor of Marketing and teaches Marketing Strategy and leads Action Learning Projects at the EMBA and MBA levels at the Robert H. Smith School of Business at the University of Maryland. At Smith, she is the Assistant Dean of Online Programs. 

Judy rejoined Smith after spending four years as Associate Professor of Marketing at Audencia Nantes School of Management in Nantes, France where she was also the Head of the Marketing Research Axis.  Prior to moving to France in 2010, Judy held faculty and staff positions for 11 years at Smith where she was a winner of the Krowe Award for Teaching Excellence and frequent recipient of the Top 15% Award. 

Judy has also been Visiting Professor of Marketing at SDA Bocconi School of Management where she taught in their MBA program and at Imperial College London’s Business School.      

Her research focuses on consumers’ perceptions of environmental products and firms’ strategies for entering emerging markets.  She has published her work in California Management Review, Journal of Marketing, Journal of the Academy of Marketing Science and Journal of Cellular Automata.  She holds a Ph.D. in Marketing from The McCombs School of Business at University of Texas at Austin. 

Judy has taught executive education and consulted with a variety of multinational firms including Prysmian Group, W. R. Grace, U.S. AID, Marriott International, Black and Decker, Northrop Grumman, Microstrategy, Sprint Nextel, Hughes Network Systems, SAIC, Imation, Bay Networks, and Input-Output, Inc.  She has designed executive education programs for Lockheed Martin, Black and Decker, Hughes Network Systems, and MedChi: Maryland State Medical Society, among others.

Judy’s international experience includes an overseas technical assignment with IBM Japan and executive-level teaching in Milan; London; Tianjin; Beijing; Cairo; Nantes, France and Horgen, Switzerland. 

Judy started her career as a software engineer developing operating systems for IBM.  She currently lives in Washington, D.C., with her husband and her dog.


Gershoff, Andrew D. and Judy K. Frels (2015), “What Makes It Green? The Role of Centrality of Green Attributes in Evaluations of the Greenness of Products,” Journal of Marketing, January 2015.

Ancarani, Fabio, Judy K. Frels, Joanne Miller, Chiara Saibene, Massimo Barberio, “Winning in Rural Emerging Markets: General Electric’s Research Study on MNCs,”  California Management Review, 56(4).


Robert H. Smith School of Business
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University of Maryland
Robert H. Smith School of Business
Van Munching Hall
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