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ALEXANDER D. EDSEL (Dallas/Fort Worth, TX Area) is Director of Marketing Masters Programs and Faculty Senior Lecturer at the Graduate School of Management, The University of Texas at Dallas. There, he designed and launched the university’s MS in Marketing program, which in three years has become one of the nation’s largest programs of its kind. Before joining the University, he served as Manager of the OTC Department of Wellpoint’s PBM Business Unit, with responsibility for P&L and for developing marketing strategy and plans surrounding Wellpoint’s private label product line. As Owner/Partner of Kalex Co., he has performed marketing consulting and digital project outsourcing for nearly fifteen years, specializing in healthcare and finance.