I teach three different types of programs to MBAs and Executives at the Kellogg School:
- 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:
- Discovering Value – Market Opportunity Analysis and Customer Insight Generation
- Defining Value – Customer Segmentation and Value Proposition Design
- Realizing Value – Developing and Managing New Offerings
- Delivering Value – Managing Channels, Partner Ecosystems and Solutions
- Capturing Value – Designing Value-Based Pricing and Innovative Business Models
- Communicating Value – Managing Integrated Marketing Communications, Branding and Positioning
- Sustaining Value – Managing the Customer Experience and Driving Growth through Innovation
I am also designing a new course called Product Management for Technology Companies. This new course will focus on equipping MBA students to “hit the ground running” as product managers in technology companies. I plan to pilot the course in January 2012.
You can find out more about me and my teaching from my bio page on the 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: We have been working with Microsoft for almost 10 years to develop their marketing capabilities. We have designed and delivered over 100 programs during this time with over 7,000 participants all over the world for Microsoft. These programs range from 1 day to 4 days in duration, and we deliver the programs in Redmond as well as on 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 worked with DuPont to develop their marketing capabilities. We designed and delivered the “Marketing Bootcamp” program for DuPont, which featured two modules and an action-learning project embedded within the two modules. We ran these programs in Wilmington, Sao Paulo, Geneva, Tokyo and Hing Kong.
Sony: We were asked by Sony to help transform their marketing organization from a product-centric to a customer-centric mindset. We designed Global Marketing Excellence programs for their high-potential marketers and delivered several versions over three years. I also spoke at Sony’s Global Sales and Marketing meeting in Kyoto and advised their Chief Marketing Officer on the marketing excellence journey for Sony Electronics Limited.
Nissan: Nissan approached us in 2006 with a request to help improve their brand perception and customer focus in the automotive industry. We designed the “G-SMART” program for their high-potential global marketers and delivered several iterations of the program in their training center in Hakone. The programs featured “action learning projects” where teams worked on current strategic marketing challenges and presented their recommendations to Nissan’s leadership team. We also created workshops for the leadership team on marketing and customer excellence.