Naik recipient Award

 Professor Prasad Naik of the Graduate School of Management has been named the recipient of the Medill School’s second annual Don Schultz Award honoring excellence in teaching the principles of integrated marketing communications and bridging the gap between the academic and commercial arenas.

The school at Northwestern University will present the award in a May 25 ceremony.

The award is named after the longtime Medill professor who played a pivotal role in creating the field of integrated marketing communications and establishing Medill’s department in the field in the early 1990s. The Medill School of Journalism, as it was originally named, changed its name to the Medill School of Journalism, Media and Integrated Marketing Communications in 2011.

Schultz died in 2020, and Medill established the award in 2022, describing it as an international award for marketing professors or professionals. A committee of faculty and industry experts makes the selection. The award comes with a $5,000 prize.

Naik’s research offers answers to questions such as how much should companies spend on marketing, how to split the budget across multiple media channels, and how to manage livestream salespeople’s performance. He has published more than 50 journal articles.