April faculty spotlight
Professor of Marketing Mark S. Rosenbaum recently joined the Baker School of Business, moving from Hawaii, where he served as the Dean of the College of Business at Hawaii Pacific University in Honolulu. Rosenbaum specializes in services marketing and currently serves as the co-editor of the Journal of Services Marketing. He is a pioneer in transformative service research, a paradigm that aims to improve the human condition through services and has consulted with several major Chicago-based organizations, including McDonald’s, Jewel-Osco, Caterpillar, and LivingWell Cancer Resource Center.
Rosenbaum became interested in teaching at a young age. “My father was a high school teacher, and my sister and I had a mock classroom in our basement with old equipment where we would play school,” said Rosenbaum. “I find great satisfaction in being part of students’ career journeys and watching them succeed. Teaching allows me to earn a living while engaging in instruction, research, and service that I find intellectually stimulating and personally rewarding. Perhaps, I’m still the kid in the basement having fun.”
Rosenbaum was drawn to The Citadel’s history and commitment to its core values. “My first impression of the campus was like being on a movie set—it was immaculate, and both cadets and faculty displayed clear pride in their work.”
No stranger to international travel, Rosenbaum returns annually to Brasov, Romania, where he helped establish the American Hotel Academy, as well as Externado University in Bogotá, Colombia, where he collaborates with faculty and doctoral students. “These have become two of my favorite destinations for both professional work and personal enjoyment,” said Rosenbaum.
Assistant Professor of Spanish Francisco Morales Garcia earned his Ph.D. in romance languages from the University of Florida in 2018. A native of Catalonia, an autonomous community of Spain, Morales has earned master’s degrees in digital humanities, contemporary history and Spanish. “Defining a specific field of expertise is somewhat challenging for me. My academic career has encompassed teaching, research and service across the humanities and social sciences,” said Morales. “However, my journey began with a keen interest in ancient and military history, which evolved into a strong passion for the philosophy of history and archival research.”
Morales’ career as an instructor began in 2008 in Algiers, where he taught Spanish for the first time. His work has since taken him through Florida and Alabama before his arrival at The Citadel. “For me, teaching and traveling are deeply interconnected,” said Morales.
Teaching at The Citadel fulfills Morales’ lifelong interest in military history. “One of the aspects that drew me to The Citadel is its military component,” said Morales. “My initial entry into the humanities and social sciences was through military history, and until 2016, I focused my research on the Napoleonic Wars. It is somewhat ironic that, after years of academic work in Spain, I have now found myself at a military college—bringing my journey full circle.”
Outside of the classroom, Morales is an avid chess player. “I have been passionate about chess since childhood. You can often find me at the Barnes & Noble in West Ashley, playing alongside fellow members of the Charleston Chess Club.”
