Faculty administrators and students are taking a number of steps to cope with the loss of Marketing Professor Roy Adler whose unexpected death Saturday March 7 left a hole in the business administration division the summer international program in Shanghai and the hearts of many in the Pepperdine community.
Adler who taught marketing classes at Pepperdine since 1984 went into cardiac arrest while co-hosting a talent show to raise money for St. Matthew’s United Methodist Church in Newbury Park.
Church members performed CPR and stayed with him until he could be taken to Los Robles Hospital in Thousand Oaks. Doctors were unable to restart his heart and he died later that night. He was 65.
His wife Ceil spent most of those years with him. They marked their 41st anniversary on March 9.
She said it’s strange not to set out a dinner plate for her husband at the Newbury Park home where her two adult sons have been helping her plan the funeral. Fortunately memories bring her strength.
“He’d get up every morning singing she said. I’d say ‘shh’ and he’d say ‘Ceil I’m happy.’ He was happy all the time.”
Although friends at Pepperdine saw different sides of the car enthusiast sports fan and respected scholar they agree that Adler was always smiling and always striving.
“Dr. Adler lived a life of joy wrote Connie James, chair of the business administration division, in the e-mail announcing Adler’s death to his students. I have no doubt that that same spirit lives on. While grieving is natural please remember how much he loved you and would want you to be joyous and find peace even in his passing.”
In keeping with what James called his wry sense of humor Adler left instructions for an unorthodox funeral.
“Wear black but put a funny hat in a paper bag James said. It’s vintage [Adler].”
The ceremony will take place Saturday at 10 a.m. in Stauffer Chapel and will include Gospel music by George Rowe an alumnus of Seaver and the School of Law.
Business Professor Michael Summers has co-hosted the talent show with Adler since 2005. The longtime friends and colleagues were watching the show together with Ceil and 100 members of St. Matthew’s when Adler collapsed in his seat.
“It’s a great loss not just for me but for the whole division and the whole college Summers said. He was probably the hardest working guy on our faculty – he always had a dozen things going on but he knew how to have fun. He was very positive very optimistic all the time.”
Adler advised all 73 marketing minors and coordinated the marketing program. His contributions to Pepperdine included the creation of the integrated marketing communication major and the five-year MBA program.
Pepperdine alumnus and experienced marketing professor Alan Beard is covering Adler’s Marketing Strategy course while Joe Huggins of California Lutheran University fills in for Principles of Marketing. A permanent replacement will teach the classes beginning in the fall.
In addition Adler was slated as the faculty advisor for Pepperdine’s summer 2009 international program in Shanghai.
According to Charles Hall dean of International Programs talks are underway to find a replacement from Fudan University or the Chinese-European International Business School but Adler’s influence will still be missed.
“Many wanted to go to Shanghai because he was going to be the Pepperdine faculty member for that program Hall wrote in an e-mail. Dr. Adler enjoyed working with students and he was particularly passionate about exposing them to the world of international business. He will certainly be missed by us all.”
Junior David Cotton said Adler mentioned Shanghai in his Principles of Marketing course and encouraged him to attend.
“It was after the deadline but he talked with me and worked with me to get me to be able to go Cotton said. I really enjoyed his marketing class and he was teaching international marketing there. It would’ve been perfect.”
Former students also said Adler left a strong impression.
“He didn’t seem like one of those cookie-cutter professors said junior Sungwoo Choi, who took Principles of Marketing in the fall semester of 2008. He makes you apply learning to real-world situations.”
For instance Adler required students to interview an executive in the area that interested them.
“I learned more in that assignment than I think I’ve learned in all my classes said Cotton, an international business major. It got me motivated to maybe do that [as a career].”
Many said they agreed that assignments based on actual marketing situations as well as Adler’s energetic teaching style made his class an exciting experience.
“I liked him a lot said junior Joe Grable, who took the introductory class in fall of 2008. He tried to make it fun for everyone. He was very enthusiastic about the class and very passionate.”
Grable also said he benefited from the professor’s diverse marketing experiences.
Adler the author of three books and dozens of journal articles was a company commander in the Army executive at companies such as Procter & Gamble and chief pollster for Jerry Springer’s 1982 gubernatorial campaign.
“He was very well-respected in the academic community not just here but [throughout academia] said Summers, who published studies with Adler. I don’t know when he slept because he was always either working or having fun.”
A Fulbright scholar Adler has been honored in many prestigious associations and is one of about 40 people worldwide recognized as a distinguished Fellow of the Academy of Marketing Science.
According to his Web site however Adler was most proud of the University-wide Luckman Award for teaching which his former students bestowed from 1995 to 1999.
Venkatachalam “V.” Seshan a professor of management who had a close relationship with Adler said the “marketer’s marketer” would insist on looking at the bright side.
“These are the ways the good Lord works Seshan said. [It is] all the more reason to live each day as the last. It just shows the preciousness of life.”
Shannon Anderson assistant for the business division office created a Facebook group called “Dr. Roy Adler – in Memoriam” where many friends and former students have posted memories. In addition the business administration division office is collecting pictures and letters to include in a remembrance book for the Adler family and has established a fund for business and marketing students in Adler’s honor.
“Roy cared a lot about his students Ceil said. We talked about retiring and he said ‘No I’m going to teach until they try to take me out of there.’ He didn’t want to die but he was ready. To be in church – he had the perfect death.”