Santa Clara University

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Buford Barr, director of Santa Clara University School of Business personal brand management program for undergraduates.Buford Barr is director of the Personal Brand Management program for undergraduate business students in the Leavey School of Business, newly developed by Professor Barr to provide students principles to develop successful college and professional careers.

He is recognized for his knowledge and experience in communicating with and within corporate America. His work with senior management, engineers and technology-driven cultures brings a thorough understanding of corporate dynamics, communication styles, marketing, brand management and integrated marketing communications strategy including the Internet and digital media. This insight contributes to a realistic, field-proven approach to planning and executing effective, integrated marketing programs, creative problem solving, and working with both corporate America and organizations around the world.

After almost 30 years in the business, Buford left the corporate world to focus his energies on academia, continuing education, corporate training and helping reconcile what is being taught with what is being sought by business, advertising and PR agencies, in particular.

Barr recently retired as a full-time lecturer in both Marketing and Communications departments at Santa Clara University teaching senior-level, undergraduate and MBA courses including public relations and corporate communications, PR capstone, principles of marketing, business to business marketing, brand and product management and integrated marketing communications. He has been associated with SCU since 1989.

In 2006, Buford received the Extraordinary Achievement in Teaching Award from the Leavey School of Business. He was also recognized by the students of SCU's Accelerated Co-operative Education Program (ACE) with its Outstanding Faculty Award. This was his second recognition by the seniors of this elite program; he was the 2002 recipient. He was recognized by the student marketing club, Marketing Network, as Marketing Professor of the Year 2008, 2006, 2005, 2004. During 2001, Barr was the Keynote Guest Speaker for the National Society for Collegiate Scholars (NSCS) Induction Ceremony; a Panel Member at SCU Career Center's 2001 Mock Interview Program; and guest lectured at various undergraduate and MBA classes at SCU.

In the corporate world, Barr was with Actel Corporation, Sunnyvale, CA, a worldwide supplier of field programmable gate arrays (FPGAs), as Director – Worldwide Corporate Communications.

At Actel, Buford established a corporate communications function; developed the Actel charter and strategic initiatives; evolved a worldwide marcom strategy; established Actel's presence on the World Wide Web; established an Intranet and employee communications program; personally created the Company's first national sales conference, first worldwide sales conference and first annual report; plus managed the communications function as the Actel grew 40% per year.

Before joining Actel, Barr was with The Barr Group, San Jose, CA, formed in 1986 by Carol Barr as an advertising project management and graphics distribution business. The Barr Group's offering includes a specialized range of marketing communication; advertising; sales support; graphic design, production, and distribution and training services. Buford provided senior-level counsel to business and industry in training and learning skills, branding, integrated marketing communication and effective personal communication. The Barr Group's client list includes National Semiconductor, Ford Motor Company, Analog Devices, Seagate Technology, Altera Corporation, Actel, Procter & Gamble, Lawrence Livermore National Laboratory, Penton Publishing, and several ad agencies.

Prior to joining The Barr Group, Barr was Director of Corporate Communications at the Signetics Company, now NXP Semiconductors, in Sunnyvale, CA. At Signetics, Barr was responsible for all corporate/marketing communications and brand management, worldwide. In addition, he interfaced with management of North American Philips, New York, NY and its parent company, N.V. Philips, Eindhoven, The Netherlands.

Before coming to Silicon Valley, Barr was Senior Vice President and General Manager of McCann-Erickson Advertising --Dallas where he was responsible for worldwide marketing communications for Texas Instruments' semiconductor, military and industrial groups as well as Geophysical Services, Inc. He opened the office for McCann and grew it to 30 professionals and $16 million in billings in less than five years. McCann-Dallas also handled Banks of the Southwest, Beech Aircraft and Six Flags Over Texas.

Previously to McCann, he spent fourteen years with the General Electric Company in New York and Connecticut where he held various creative and account management positions with GE's renowned Advertising and Sales Promotion Operations. Here he developed integrated marcom programs for a wide variety of markets spanning electronics, electrical utilities, industrial power generation, engineered plastics, housewares and financial services including ten years in the international arena. His last position was Manager of Marketing Communications for GE Electronic Component Division.

Barr is a veteran guest speaker, instructor and lecturer. His engagements have included guest speaking engagements with the Denver, Dallas, Northern California, San Diego and Orange County chapters of Business Marketing Association, WESCON Professional Program, Santa Clara University and California State University/Chico. In 2004, he moderated a panel discussion on ethics for the Public Relations Society of America (PRSA).

After 18 years with San Jose State University's Professional Development where he taught integrated marketing communications and provided marketing counsel to the program's management, he resigned in good standing due to the increased demands by SCU. He has also taught at San Francisco State University's Extended Education program and University of California Berkeley Extension. Buford taught Introduction to Advertising and Advertising Management at San Jose State University. He authored and taught an electronics training program designed for non-technical professionals entitled "What You REALLY Need To Know About Electronics."

He was graduated from The University of Texas at Austin with a BBA in Marketing and completed graduate studies in Communication. He also graduated from General Electric's APR Training Program and has completed many of GE's world-recognized management training courses at Crotonville, N.Y.

October 2012




Alexis Hagen is a Senior at Santa Clara University, double majoring in Marketing and Communication. Aspiring for a career in the field of business communication, she has internship experience in an advertising agency setting, in marketing roles, and social media management.

Alexis now coordinates several of the marketing campaigns for SCUBrand4U. Along side Professor Barr, she presents at both the HighSchool2College and College2Career events, providing personal experience and insight into the resources available to students of Santa Clara University through the Career Center.




IES blogger Melanie

Melanie Cole is a Junior at Santa Clara University,  double majoring in Psychology and Communication.  Aspiring for a career in the field of Creative Marketing, she is eager to apply her leadership and communication skills to be a brand ambassador of Brand4U. Along side Professor Barr, she presents at both the HighSchool2College and College2Career events, providing personal experience and insight into the resources available to students of Santa Clara University through the Career Center.