For the first time, Southwestern University was represented at the 2025 HSI Battle of the Brains, a premier national competition that brings together top student talent from across the country to solve real-world business and technology challenges. Southwestern’s inaugural team included eight exceptional students: Asin Allavudeen ’27, Santiago Cuevas ’26, Cassidie Gomez ’26, Julyssa Hernandez ’27, Yeva-Mariya Hayko ’26, Anna Hulett ’28, Alyanna Martinez ’27, and Juan Carlos Martinez Varela ’27. Selected through a competitive internal application process, the students participated in a 24-hour cross-disciplinary challenge integrating computer science, marketing, finance, and sustainable business strategy. They also engaged in professional development workshops led by industry leaders from Dell Technologies, eBay, Thrivent Financial, Capital One, and The Home Depot. Southwestern’s team earned first place in the Video Marketing Challenge, an interactive activity sponsored by Kickin It ATX that tested their creativity and collaboration under a time constraint. In addition, Juan Carlos Martinez Varela was awarded scholarships from both Dell Technologies and eBay in recognition of his outstanding academic and professional accomplishments and his ability to make a lasting impression on company representatives throughout the event. Special thanks to the faculty and staff who coordinated the team’s participation: Hispanic Academic Success Coordinator Amalia Merino, Director of the Center for Career & Professional Development Adrian D. Ramirez, Associate Professor of Spanish Abby Dings, and Professor of Business Debika Sihi. Gratitude is also extended to the blind judges who assisted with the internal selection process, Assistant Vice President of Admission Christine Bowman, Director of Admission Jaime Gonzalez, and Professor of Kinesiology Scott McLean, as well as Visual Content Producer Todd White for photography and videography of the event.

Professor of Business Debika Sihi had her chapter titled “Advertising and Connected Experiences Through Smart Home Devices” accepted for publication in the forthcoming book Developing Digital Narratives in Marketing Communication. This chapter examines how smart home devices like speakers, TVs, and appliances create marketing opportunities through personalized, interactive ads. While convenience and relevance are benefits, challenges include privacy concerns and ad fatigue. Both marketers and consumers stress the need for trust, non-intrusive design, and ethical, transparent strategies as device adoption grows amid evolving privacy rules.

Professor of Business Debika Sihi was selected to the Marketing Management Association (MMA) Board of Directors to serve a three-year term. In this role, Debika will have the opportunity to help shape the strategic direction of the organization and contribute to the continued growth and success of future marketing scholars, including service related to doctoral student consortiums and editorial/review work for conference proceedings and affiliated journals.

Professional Academic Advisor Jenny Terry Roberts ’95 received the Organization Advisor of the Year Award for her work with SU’s chapter of Alpha Phi Omega, the gender-inclusive national service fraternity. APO was founded 100 years ago on the principles of leadership, friendship, and service; the Alpha Gamma Kappa chapter was chartered at SU in 1991. Jenny joined in her first semester as a student at Southwestern and loves helping current students keep it going strong. Additional awesome SU APO Advisors include Faculty Advisor Debika Sihi, Community Advisor Paul Ford ’00, and Scouting Advisor Scott Roberts ’94.

Professor of Business Debika Sihi co-hosted a panel with Hannah Walters, Associate Professor of Marketing at Northern State University and author of “AI in Marketing: Applications, Insights, and Analysis,” at the Marketing Management Association Spring Conference. The panel explored four initiatives for integrating AI as a tool to develop critical thinking across marketing courses. Debika also presented her early-stage research project titled, “Place Marketing: Bridging the Gap Between Longtime Locals, Newcomers, and Tourists through Digital Marketing,” which examines how city marketing and communications teams manage the evolving brand identity of fast-growing communities.