Scott Hamula

Professor and Chair, Strategic Communication
School: Roy H. Park School of Communications
Phone: 607-274-1034
Office: Roy H Park School of Communications 355, Ithaca, NY 14850
Specialty: Advertising, Experiential Marketing, Brand Activation

Scott R. Hamula
Professor and Program Director

Advertising, Public Relations, and Marketing Communications (formerly Integrated Marketing Communications)


MBA in Marketing/Finance, University of Chicago Booth School of Business
BA in Broadcasting and BA in Management Economics, SUNY Buffalo State University

Professional Experience

I began my professional media career working as the summer trafficopter coordinator at WBEN-AM/FM while attending college in Buffalo.  Later, I produced several programs for WGN-AM while attending graduate school in Chicago.  After graduate school, I joined the Mid-West Family Radio Group and served as an Advertising Account Executive for WSJM-AM/WIRX-FM in St. Joseph/Benton Harbor, Michigan, and was promoted to Advertising Sales Manager of WSJM-AM.  After moving back to New York's Finger Lakes Region, I held General Advertising Sales Manager and General Manager positions at radio stations located in Geneva [WGVA-AM/WECQ-FM] and Canandaigua [WCGR-AM/WLKA-FM].  After joining Ithaca College, I continued to serve as a Senior Advertising Account Manager for a number of area businesses through The Finger Lakes Radio Group (three FMs/five AMs) headquartered in Geneva.

Teaching Experience

I began my teaching career as an adjunct marketing professor at Lake Michigan College in Benton Harbor, Michigan.  After moving back to New York, I was an adjunct faculty member for Cayuga Community College in Auburn and Finger Lakes Community College in Canandaigua.  For five years prior to joining IC, I was the assistant professor of marketing serving on the faculty at Keuka College located just outside of Penn Yan, New York. I've been at Ithaca College since 1999.


My research interests include the areas of audience and client promotions, advertising sales management, nontraditional revenue [NTR], and branding strategies in the radio and television industries and in higher education. 


Distinguished Advertising Educator (DAE) of the Year, American Adverising Federation (AAF)

Outstanding Faculty Steward of the Year Award, Ithaca College Office of Career Services

Outstanding Service Award, Association for Education in Journalism and Mass Communication, Advertising Division

First Place, Open Category, Management & Sales Division Paper Competition, Broadcast Education Association Convention

Ithaca College Positions

Chair, Department of Strategic Communication

Program Director, Advertising, Public Relations, and Marketing Communications (major and minor)

Faculty Advisor, American Advertising Federation (AAF) student chapter

Member, Park School Administrative Council

Member, All-College Faculty Grievance Committee

Professional Service Positions

Former Chair and Current District Two faculty representative, American Advertising Federation (AAF) National Education Executive Council (NEEC)

Member, Academic Council, Adweek Magazine

Academic Member/Panel Chair, National Advertising Review Board (NARB), Better Business Bureau National Programs (BBBNP)

Former Secretary and Events Coordinator, Association for Education in Journalism and Mass Communication (AEJMC) Advertising Division

Member, American Academy of Advertising

Student Experiences: American Advertising Federation (AAF)

Our student chapter of this national trade organization has about 40 members and engages in activities throughout the year including bringing in alumni guest speakers, doing pro bono advertising campaigns for local businesses and nonprofits (for example, Foodnet/Meals-on-Wheels), and the "Creative Crunch Competition" held college-wide each semester. Check out their website:

Courses Taught

Introduction to Strategic Communication, Advertising, and Ad Lab

Course Spotlight: Ad Lab 

This senior-level course is a team in the American Advertising Federation (AAF) National Student Advertising Competition (NSAC) which is sponsored nationally by different brands.  We compete in District Two comprised of 20+ other colleges in neighboring states. The Ithaca College Ad Lab team won the national competition with Saturn in 1993 and Wienerschnitzel in 2019.

Recent Wins: AAF District Two Champions - 2001 DiamlerChrysler, 2003 Toyota Matrix, 2005 Yahoo!, 2011 JCPenney (2nd place nationally), 2018 Ocean Spray (10th place nationally), 2019 Wienerschnitzel (1st place at Nationals), 2022 Meta Quest 2, and 2023 Indeed.

Spring 2024 Course Schedule

  • STCM 24100 Advertising
    Section 1:  MWF 10:00am-10:50am in PARK 285
    Section 2:  MWF 11:00am-11:50am in PARK 285

Required text:  Contemporary Advertising, by Michael Weigold and William Arens, 17th edition, 2024, McGraw-Hill, ISBN10: 1266128883 | ISBN13: 9781266128882 (16th edition, 2021, or 15th edition, 2017, may be used). 

  • STCM 44100 Ad Lab
    Section 1:  MWF 3:00pm-3:50pm in PARK 285

Required text: American Advertising Federation (AAF) National Student Advertising Competition (NSAC) Case Brief: Tide Detergent.


  • MWF 9:00am - 10:00am, T 1:00pm-2:00pm; I'm usually in everyday, though, 9:00am-5/6pm
  • By appointment: email or call 274-1034 (office); 387-3518 (home); 379-3730 (cell). Other: @shamula (Twitter); scotthamula (Instagram); Scott Hamula (Swarm)

Fall 2024 Course Schedule

  • STCM 10300 Introduction to Strategic Communication
    Section 1:  
    Section 3:  

Required text: None. Required readings will be posted on the Sakai site for this course.

  • STCM 24100 Advertising
    Section 1:  
    Section 2:        

Required text:  Contemporary Advertising, by Michael Weigold and William Arens, 17th edition, 2024, McGraw-Hill, ISBN10: 1266128883 | ISBN13: 9781266128882 (16th edition, 2021, or 15th edition, 2017, may be used).