After 25 years of working in public and private sectors, I entered the university classroom to share my marketing knowledge with the next generation. My research areas include peer mentorship, generative artificial intelligence, marketing and business communication.
EDUCATION
Master of Business Administration
Marylhurst University, Marylhurst, OR
Emphasis in Health Care Management & Leadership
Bachelor of Science, Community Health Education
Utah State University, Logan, UT
Women’s Studies Minor
Associates of Arts, Communication
Ricks College, Rexburg, ID
UNIVERSITY TEACHING ACTIVITIES
BRIGHAM YOUNG UNIVERSITY–HAWAII
Assistant Professor of Business Management, 2019 to 2025; Laie, Hawaii
Associate Professor of Business Management, 2025 to present; Laie, Hawaii
Courses taught
BUSM 180 Introduction to Business
BUSM 304 Principles of Marketing
BUSM 320 Business Communication
BUSM 334 Sales & Customer Relationship Management
BUSM 411 Digital Marketing Agency
BUSM 421 Integrated Marketing Communications
BUSM 422 Marketing Research
BUSM 429 Strategic Marketing Management
PEER-REVIEWED PUBLICATIONS
Springer, S., & Springer, A. (2024). Crafting a bad news email: An exercise in managerial communication. Management Teaching Review, 9(1), 55-66.
Cardon, P., Aritz, J., Fleishmann, C., Heibing, M., Springer, A., & Springer, S. (2022, Jan. 3). “The influence of psychological safety and personality on technology acceptance of team-based technology in global virtual teams.” Proceedings of the 55th Hawaii International Conference on System Sciences, (pp. 634-643).
Springer, S., Springer, A., & Scanlan, S. (2021). Comparing improvements in cover letter compositions of business communication students. The Western ABC Bulletin, 3(1). Available from https://abcwest.org/2021/06/11/comparing-improvements-in-cover-letter-compositions-of-business-communication-students/
Springer, A., & Hironaka, C. (2020). Alternative Summative Assignment: One-Page Marketing Plan for COVID-19-Afflicted Business Partners.” Proceedings of Innovate Learning Summit 2020. [My coauthor, Chloe Hironaka, was a BYU-Hawaii student].
Springer, S. & Springer, A. (2018). How English learners say blended learning improves their language skills. In Proceedings of E-Learn: World Conference on E-Learning in Corporate, Government, Healthcare, and Higher Education (pp. 749-752). Las Vegas, NV, United States: Association for the Advancement of Computing in Education (AACE).
CONFERENCE PRESENTATIONS
Springer, A., Springer, S., Richards, J. L., & Cummings, J. (2024, March 8). “Teaching Hacks: Bring the Real World into the Classroom with Public-Facing Projects.” Panel Discussion. Association for Business Communication 2024 Western Region Conference, Tucson, Ariz.
Springer, A. (2024, March 8). “Flying Solo: Creating a Guide for Success.” Association for Business Communication 2024 Western Region Conference, Tucson, Ariz.
Springer, A. & Springer, S. (2024, March 7). “A Three-Part Activity to Teach Business Networking Skills to Generation Z Students.” Association for Business Communication 2024 Western Region Conference, Tucson, Ariz.
Springer, A. (2024, Nov. 10). “My Teaching Moments: Instagram Takeovers.” Society for Marketing Advances 2023 Conference, Dallas, Texas.
Springer, A. (2024, Nov. 11). “Teaching Hacks: Creating Sustainable Change in the Classroom and the Real World with Public-Facing Projects” Society for Marketing Advances 2023 Conference, Dallas, Texas.
Springer, A., Scanlan, T., & Kimble, J. (2023, Feb. 17). Peer mentoring: Implementing business communication course content to improve communication skills and performance outcomes of underperforming business students. Association for Business Communication Western Region Conference, Laie, Hawaii
Springer, A. (2023, Feb. 2). “Influencing change: Women in leadership.” Management & Organizational Behavior Teaching Society—Oceania Conference, Sydney, Australia
Springer, A., Springer, S. (2023, Feb. 2). “Best practices for starting a student-led management organization on campus.” Management & Organizational Behavior Teaching Society—Oceania Conference, Sydney, Australia
Springer, A. (2022, Nov. 4). “How to start a student-led digital marketing agency.” Society for Marketing Advances Annual Conference, Charlotte, N.C.
Springer, A. (2022, Nov. 4). “How to turn your classroom into an advertising museum.” My Teaching Moment. Society for Marketing Advances Annual Conference, Charlotte, N.C.
Cardon, P., Aritz, J., Fleishmann, C., Heibing, M., Springer, A., & Springer, S. (2022, March 4). “The influence of psychological safety and personality on technology acceptance of team-based technology in global virtual teams.” National Business & Economics Society, Maui.
Cardon, P., Aritz, J., Fleishmann, C., Heibing, M., Springer, A., & Springer, S. (2022, Jan. 3). “The influence of psychological safety and personality on technology acceptance of team-based technology in global virtual teams.” Hawaii International Conference on Systems Sciences 2022 (attended virtually).
Springer, A. (2021, Nov. 5). “Free digital tools.” Society for Marketing Advances 2021 Annual Conference, Orlando, Fla.
Springer, A. (2021, Oct. 22). “Recognizing personal bias in communication.” My Favorite Assignment Session, Association for Business Communication 2021 Annual Meeting, Tampa, Fla. (attended virtually)
Springer, S. & Springer, A. (2021, June 17). “How should a leadership practicum course be designed?” Management & Organizational Behavior Teaching Society 2021 Annual Meeting (attended virtually)
Springer, A., & Hironaka, C. (2020, Nov. 3). “Alternative summative assignment: One-page marketing plan for COVID-19-afflicted business partners.” Innovate Learning Summit 2020 (attended virtually) [My co-presenter, Chloe Hironaka, was a BYU-Hawaii student]
Springer, A. (2020, Nov. 5). “Capstone project: Learning the art of the one-page marketing plan.” Society for Marketing Advances 2020 Annual Meeting (attended virtually)
Springer, A . (2020, Oct. 30). “Personal website creation makes for a perfect final exam.” My Favorite Assignment Session, Association for Business Communication 2020 Annual Meeting (attended virtually)
Springer, A., & Springer, S. (2020, July 2). “No news is good news: An activity of using social media in crisis communication,” Management & Organizational Behavior Teaching Society 2020 Annual Meeting (attended virtually)
Springer, S., Springer, A., & Scanlan, S. (2020, March 3). “Who improves more in cover letter writing after a business communication course: Native English speakers or non-native English speakers?” Association for Business Communication Western U.S. Regional 2020 Conference, Long Beach, Calif.
Aritz, J., Logemann, M., Springer, A., & Springer, S. (2020, March 3). “Teaching teamwork, cross-cultural competence, and digital communication with the Virtual Business Professional Project.” Association for Business Communication Western U.S. Regional 2020 Conference, Long Beach, Calif.
Springer, S., & Springer, A. (2019, June 7). “What is the best way to structure a blended learning course in management?” Management & Organizational Behavior Teaching Society 2019 Annual Meeting, Mahwah, N.J.
Springer, S., & Springer, A. (2019, June 6). “Coaching students to coach.” Management & Organizational Behavior Teaching Society 2019 Annual Meeting, Mahwah, N.J.
Springer, A., & Springer, S. (2019, June 6). “Delivering bad news: An intercultural management communication activity.” Management & Organizational Behavior Teaching Society 2019 Annual Meeting, Mahwah, N.J.
Springer, S., & Springer, A. (2018, Oct. 26). “Teaching with the Virtual Business Project.” Teaching Roundtable, Association for Business Communication 2018 Annual Meeting, Miami, Fla.
Springer, S., & Springer, A. (2018, Oct. 25). “Bias, tone, & prejudicial wording.” Diversity & Inclusion Roundtable, Association for Business Communication 2018 Annual Meeting, Miami, Fla.
Springer, S., & Springer, A. (2018, Oct. 16). “How English learners say blended learning improves their language skills.” E-Learn 2018—World Conference on E-Learning; Las Vegas, Nev.
Springer, A., & Springer. S. (2018, Feb. 17). “Business ethics: Core values as a guide.” Practitioner Professional Development Session, Academy of Human Resource Development 2018 Annual Meeting, Richmond, Va.
CV Last Revised May 2026