ACE Instructor
Gustavson School of Business

Known for his passion for excellent customer service and his innovative teaching style, Dr. Mark Colgate serves as an associate professor of service excellence and an associate dean with the UVic Gustavson School of Business. He helps to inspire students, new faculty members and guide the school’s brand, culture and growth.

Mark possesses a BSc in Banking and Finance and a PhD in Financial Services Marketing from the University of Ulster.

Mark’s primary research areas are service excellence, financial services marketing and sports coaching. His research, which has been published in journals such as the Sloan Management Review, the Journal of the Academy of Marketing Science, the Journal of Service Research, and Journal of Business Research, advances our understanding of the science of service excellence. He brings a coaching and mentorship approach that blends the science of service with the front-line delivery of sales and service in a professional way. His goal is for practitioners to benefit from the academic framework and models to provide an unforgettable customer experience.

Mark’s teaching reflects his research and he has taught many courses in marketing management, service excellence, the 8 moments of power, and financial services marketing at undergraduate, postgraduate and executive levels.

In 2013, Mark received the prestigious UVic Harry Hickman Award for Excellence in Teaching. He has earned similar awards throughout his career including teaching excellence awards from the University of Auckland, New Zealand and in 2003, 2004 and 2007 from his students at the Gustavson School of Business.

Mark joined UVic in 2002 and is a regular professor at the China European Business School in Shanghai, the leading business school in China, and he has also taught in the U.K., Ireland, New Zealand and Canada. He’s consulted for many service organizations including the Commonwealth Bank of Australia, TELUS, ASB Bank, the Bank of Ireland, the Bank of New Zealand, Kiwi Experience, Sony, Toyota and Enerco.