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 and director of graduate business programs.
A pioneer in WTAMU's online program, Dr. Gerlich has been teaching online since 1997, and has over 40 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.
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 exploring consumer shopping orientation and their locus of control, as well as risk aversion and its effect on personal use of e-commerce.
Dr. Gerlich is an avid bicyclist, having raced cross-country in countless ultra-marathon races around the nation. He is a bicycle commuter and worked with the City of Amarillo in designing their bike lane system.