Teaching

I teach in three different types of programs:

• Graduate Courses
• Open Enrollment Executive Programs
• Custom Executive Education Programs

Graduate Courses: I teach an elective course called Technology Marketing that I created in 1996, and have continued to teach since then.  The course aims to provide students with an end-to-end view of strategic marketing processes that technology companies use to conceive, design, and market their products and services.  The course is organized around 7 key marketing processes:

1. Sensing Value – Market Opportunity Analysis and Customer Insight Generation
2. Defining Value – Customer Segmentation and Value Proposition Design
3. Realizing ValueI – Developing and Managing New Offerings
4. Delivering Value – Managing Channels, Partner Ecosystems and Solutions
5. Sharing Value – Designing Value-Based Pricing and Innovative Business Models
6. Communicating Value – Managing Integrated Marketing Communications, Branding and Positioning
7. Sustaining Value – Managing the Customer Experience and Driving Growth through Innovation

You can find out more about me and my teaching from my bio page on the Kellogg web site:

Biography on Kellogg Web Site

Open Enrollment Executive Courses

I teach in several Executive Programs at the Allen Center of the Kellogg School of Management:

• Driving Organic Top-Line Growth
• Implementing Organic Growth Strategies
• Managing Customer Relationships for Profit
• Business Marketing Strategy
• Advanced Executive Program

Custom Executive Programs: At the Kellogg School of Management, our philosophy on custom executive education is to work in partnership with leading companies in a programmatic manner to develop their marketing and innovation capabilities. I have personally led our engagements with several leading companies including Microsoft, Sony, DuPont and Nissan.  Our approach involves developing a deep understanding of the company’s business and its challenges, and designing customized programs to develop specific competencies.  We also work with the clients to develop their competency frameworks, improve their business processes, and develop strategies for specific business problems.

Here is a brief snapshot of our custom executive program relationships:

Microsoft Corporation: We have been working with Microsoft for over 6 years to develop their marketing capabilities. We have designed and delivered over 75 programs during this time with over 4,000 participants all over the world for Microsoft. These programs range from 1 day to 4 days in duration, and we deliver the programs either in Redmond, ad our campus in Chicago or at subsidiaries around the world. We have also added online versions of some programs.  Programs we have designed for Microsoft include:

• Customer Insight Leadership
• Value Proposition Excellence
• Strategic Marketing Measurement and Planning
• Strategic Digital Marketing
• Data-Driven Marketing Decision Making
• Kellogg on Marketing

DuPont: We have been working with DuPont for three years to develop their marketing capabilities. We have designed and delivered the “Marketing Bootcamp” program for DuPont, which features two modules and an action-learning project embedded within the two modules. We have run programs in Wilmington, Sao Paulo, Geneva, Tokyo and Hing Kong.