Image: Wayne Keene
Center for Sales and Customer Development, Marketing

Wayne Keene

Associate Teaching Professor and Founding Director of Center for Sales & Customer Development
422 Cornell Hall

700 Tiger Avenue
Columbia, MO 65211

Wayne Keene serves as Director of the Center for Sales and Customer Development and Associate Teaching Professor in the Marketing Department at the Robert J. Trulaske, Sr. College of Business, University of Missouri - Columbia. Prior to joining MU, Wayne served as an assistant professor of business and marketing at Stephens College and had been an adjunct instructor in the Marketing Department at MU for three years. He earned a bachelor's degree in business administration and a master's degree in business administration from Fontbonne University in St. Louis, MO and his Doctorate of Education in Educational Leadership at MU.

Prior to joining Stephens College, Wayne was the Director of Professional Enhancement programs at William Woods University, where he was active in both the Jefferson City and Columbia, MO Chambers of Commerce. In this position, he also worked closely with the Associated Industries of Missouri trade organization, the Society of Human Resource Managers, and was a member of the American Society of Trainers and Developers (ASTD). Wayne's prior teaching experiences include adjunct teaching assignments in the continuing education and MBA programs at William Woods University and Fontbonne University.

Wayne brings over 10 years of business and management experience to his classes. He has experience in a variety of aspects of business including retail, production, sales/marketing, credit/administration, project and general management.

He is a member of the American Marketing Association and the American Management Association. He also works with a variety of small business and entrepreneurs in consulting endeavors.

In May 2007, Wayne received the Distinguished Teaching Award at Stephens College, followed in May 2008 with the Century Candle Award for campus leadership. While at MU Wayne has been nominated for Professor of the Year in the Athletic Departments ROARS event, has served as a faculty mentor at the Honors Convocation on multiple occasions, and has been nominated for the O'Brien Faculty Award in the Trulaske College of Business.

In 2012 Wayne received the Shelter Insurance Teaching Excellence Award in Marketing, and in 2013 received the Provost Outstanding Junior Faculty Teaching Award.


EdD in Educational Leadership, University of Missouri, 2017; MBA, Fontbonne University, 2002; BBA, Fontbonne University, 2001


Tawfik, A., Gill, A., Hogan, M., York, C., & Keene, C.W. (2019). "How novices use expert case libraries for problem solving." Technology, Knowledge & Learning. 24(1), 23-40. doi: 10.1007/s10758-017-9324-1

Tawfik, A., Alhoori, H., Keene, C.W., Bailey, C., and Hogan, M. "Using a Recommendation System to Support Problem Solving and Case-Based Reasoning Retrieval." Technology, Knowledge and Learning23(1), 177-187. doi: 10.1007/s10758-017-9335-y

Tawfik, A. & Keene, C.W. (2014). The effects of case libraries versus prompts in supporting analogical transfer and problem solving. Educational Technology Research & Development.

Tawfik, A. & Keene, C.W. (2013).  Applying case-based reasoning to support problem-based learning. Journal of Applied Instructional Design

Tawfik, A., Jonassen, D.H., Keene, C.W. (2012). Why do we fail? Using experiences of failure to design case libraries. International Journal of Designs for Learning.