Dr. Gerlich came to WTAMU straight out of graduate school in 1989 after earning his Ph.D. in marketing at Indiana University. He is now the J. Pat Hickman Professor of Marketing.
Teaching and Related Service
A pioneer in WTAMU’s online program, Dr. Gerlich has been teaching online since 1997, and more than 100 distinct online teaching experiences under his belt. He continues to innovate and tweak his classes, adding audio and video podcasts. While Gerlich enjoys classroom teaching, he has found that online teaching is perfectly suited to both his personality and technical skills.
Research and Creative Activity
Dr. Gerlich has researched and published numerous articles exploring faculty and student involvement with and evaluation of online teaching, as well as the recent phenomenon of illegal file sharing and its impacts on the music industry. His current projects include the economic effects of COVID-19, the relationship between locus of control, belief in conspiracy theories, and behaviors during the pandemic, and the role nostalgia plays in historic and cultural tourism.
Dr. Gerlich is an avid bicyclist, having raced cross-country in countless ultra-marathon races around the nation. He is an active photographer and is documenting outdoor advertising and roadside attractions across the USA.