Marketing Beyond Profit- Meet Dr. Courtney Azzari

For Dr. Courtney Azzari, marketing is about more than products, promotions or profit. At its core, it's about people. 

Hear her in her own words and continue reading to see her impact within Coggin and the profession. 

Azzari has built a career exploring how consumer experiences shape well-being, personal growth and some of life's most meaningful moments. Her research spans topics including transformative consumer experiences, social justice, consumer vulnerability, and the role service providers play in helping people navigate major life events. 

"It's a bigger philosophical question of what are we doing all of this for?" Azzari said. "The answer of profitability just doesn't sit well with me. We're humans trying to live better lives and create a better world." 

It's a perspective that runs through nearly every aspect of Azzari's work, from her research agenda to her approach in the classroom. 

After earning her bachelor's and master's degrees in marketing she also obtained her Ph.D. in marketing and became immersed in Transformative Consumer Research. An area of scholarship focused on improving individual and societal well-being through marketing and consumer research. Her work has been published in multiple leading academic journals. 

Her research examines how consumers experience transformational events and rituals, with studies exploring subjects ranging from healthcare and disaster recovery to funeral and social services. Across those areas, her work shares a common theme, examining how organizations can better support people during significant life experiences. 

Azzari traces much of that interest back to graduate school, when personal experiences and academic interests intersected. Led to her examining grief and consumption through a consumer behavior lens. Surrounded by mentors whose research focused on human hardships, she found herself drawn to questions about human well-being and the positive role marketing can play in people's lives. 

"I naturally fell into this group of people who really care about making the world a better place through their marketing research," Azzari said. 

That focus on people carries into Azzari's classroom, where she encourages students to think beyond formulas and frameworks. 

Azzari believes students need to understand not only how business works, but also why it works. While technical skills remain essential, she sees critical thinking, adaptability and curiosity as equally important. 

"You have to understand the process beneath it," Azzari said. "Understanding why people do what they do helps you make adjustments, solve problems and become more understanding of others." 

Her teaching philosophy centers on helping students build broader perspectives while preparing for success after graduation. Throughout her career, Azzari has taught courses ranging from Principles of Marketing and Integrated Marketing Communications to Consumer Behavior at both the undergraduate and graduate levels. 

According to Dr. Reham Eltantawy, professor and chair of UNF's Department of Marketing and Logistics said Azzari's human-centered approach is evident.  

"Dr. Azzari is the kind of colleague who brings warmth, thoughtfulness and positive energy to every interaction," Dr. Eltantawy said. "Her popular Happiness & Consumerism course reflects her ability to transform her research into engaging conversations about how consumption affects happiness and everyday life." 

Dr. Eltantawy added that despite Azzari's accomplishments as a scholar, she remains humble, collaborative, and deeply invested in supporting those around her. 

Outside the classroom, some of Azzari's most impactful lessons happen thousands of miles from campus. 

A longtime advocate for study abroad programs, Azzari has led students across Europe and witnessed firsthand how international experiences can reshape their outlook on the world. 

"I've taken students who've never left the state of Florida before and gone to Europe with them, and they come back a different person," Azzari said. "Seeing how other people live and experiencing a completely different culture opens your mind in ways the classroom can't." 

For many students, those experiences offer more than exposure to new places. Navigating unfamiliar cities, communicating across language barriers and adapting to different customs help students build confidence, resilience and problem-solving skills. 

Of course, international travel also comes with memorable surprises. 

Laughing as she recalled a recent study abroad trip to Ireland, Dr. Azzari shared the story of several students informing her, after the fact, that they had gotten tattoos during the program. 

"It was one of those moments where you realize you never know what's coming next," Dr. Azzari said. "With study abroad, you learn to pivot, adjust and go with the flow." 

That sense of curiosity extends to Azzari's own travels. While many visitors head straight for major attractions, Azzari typically starts by finding a local grocery store and, much to the amusement of her students, a historic cemetery. The tradition reflects a longstanding interest in rituals, remembrance, and shared experiences that help people make meaning of life's most significant moments. 

Japan sits near the top of Azzari's travel wish list and as a potential future study abroad destination. Its distinct culture and innovative approach to marketing and communication make it an especially appealing learning environment for students. 

Whether discussing human behavior, consumer well-being or global experiences, Azzari consistently returns to one central idea: authenticity. 

When asked what advice she would give every UNF student before graduation, her answer was simple. 

"If you can fully be yourself, you will find your places in the world," Azzari said. 

It's a philosophy that connects nearly everything Azzari does, whether she's researching consumer well-being, leading students through a new country or helping future marketers understand the people behind the data.  A lesson she hopes students carry with them long after they leave UNF.