School of Business

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Jim Swaffield

Jim Swaffield, PhD

Assistant Professor

School of Business

Abbotsford campus, C2407

Phone: 604-864-4681

email Jim


Dr. Swaffield, is an Assistant Professor and Chair of Marketing at the University of the Fraser Valley. His expertise is in consumer psychology and consumer behavior.  Prior to coming to UFV he taught at the University of Alberta for 19 years. To date, his research has examined how environmental conditions influence food consumption and the desire for conspicuous consumption products. 

The courses Dr. Swaffield teaches include Consumer Behavior, Advertising and Promotions, International Marketing, Marketing Strategy, Selling and Sales Management, Services Marketing, Sports Marketing, Marketing Research, Services Marketing, and Consulting and Research Methods.

Dr. Swaffield is also a marketing consultant and has developed marketing, promotion and sales plans for both domestic and international companies. His professional portfolio can be found at

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I have a great appreciation for the professor who pushed me to get my CA designation. Isn’t it crazy how a little conversation can change your life so completely. Keith’s guidance alone has given me a lifetime of happiness and wealth. If I had gone to a larger university who knows if something like that would have ever happened. I am very proud of the route I took, but I wouldn’t have gotten there without my professors at UFV.

  • – Alex McAulay
  •    BBA Accounting, 2008

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