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Lawrence F. Cunningham, Accenture Term Professor of Marketing


  • Marketing Management BUSN6560
  • International Marketing MKTG6020
  • Services Marketing MKTG6040
  • Marketing in Emerging Markets MKTG6080
  • Customer Relationship Management MKTG6090
  • Assessing and Developing New Market Opportunities MKTG6800


Professor Cunningham teaches a wide variety of courses in the MBA and MS in Marketing and International Business programs. These graduate courses typically include Marketing Management, Services Marketing and International Marketing. He has created innovative new graduate courses in the services arena, customer relationship marketing, as well as groundbreaking graduate courses in the area of international marketing, including Marketing in Emerging Markets and Marketing Issues in the Chinese Environment; the latter course is one of the first courses offered by U.S. business schools. These courses stress student-centered learning experiences with noted guest speakers, innovative case work and business community-based projects.



Lawrence F. Cunningham is the Accenture Term Professor of Marketing at the Business School at the University of Colorado Denver.

Professor Cunningham was named a Fulbright Distinguished Chair at the University of Linz in the 2006–2007 Fulbright Program. He also held the Joseph and Martha Term Professor of Marketing at the Business School at the University of Colorado Denver (2004-2007). He held the title and appointment of Distinguished Research Professor and Fellow at EDHEC (2003-2008), one of the leading business schools in France. Professor Cunningham has also served as a visiting faculty member at the Fuqua School of Business at Duke University, the Helsinki School of Economics, the Bond University in Australia, and Tianjin Normal University.

Professional experience

Prior to pursuing his doctoral degree, Professor Cunningham worked in the Office of the Secretary, US Department of Transportation. Subsequently, he joined the Corporate Development Department of Eastern Airlines, where he worked on strategic planning projects and investment projects for the Board of Directors. He served in the International Planning Department of the Chase Manhattan Bank in New York and as the vice president of the Chase Manhattan Overseas Corporation in London and South Africa with responsibilities for government and institutional portfolios, strategic planning and economic analysis.


  • DBA and MBA, the University of Tennessee
  • MS, Northwestern University
  • BS, Niagara University

Honors and Activities


Professor Cunningham received the Business School’s Outstanding Research Award in 1984 and represented the college as its outstanding research nominee in 1995. He was the school’s outstanding faculty member in 1990 and outstanding teacher 2001. In 2002 he received the Chancellor’s Urban Leader Lectureship Award and he was selected by the Business School to deliver the Rutt Bridges Lecture in the fall of 2005.


Professor Cunningham is a member of several editorial boards. He serves as an ad hoc reviewer for numerous marketing journals and conferences, including the Journal of Marketing Science and Psychology and Marketing.


Since 2005, Professor Cunningham has been invited to make numerous research presentations at top ranked universities in China, Hong Kong and Europe, dealing with his work in services marketing and perceived risk for services. Professor Cunningham’s research interests and most recent research publications involve understanding the managerial implications of how consumers perceive and evaluate services in different cultures. His most recent work has concentrated on consumer perceptions of two special but emerging categories of services: self service technologies (SSTs) and luxury services. He has several projects underway at top universities in Europe and China, dealing with consumer perceptions of these services.

Professor Cunningham was co-recipient of the Sorenson Award for the Outstanding Paper in the Journal of Transportation in 2002. The paper dealt with cross-cultural perceptions of airline service quality.


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