"Challenge yourself and your organizations to create products and experiences that inspire better lives."
In which online degree program do you teach?
What do students learn in this class? What is the expected outcome?
Students learn how to make decisions guided both by strategy and analysis. For example, students learn to identify the best market segments to pursue, use market research to guide product development, make go/no-go product launch decisions, and analyze promotions.
Why did you start teaching?
Before becoming a professor, I was a corporate executive including, among other things, product manager at Frito-Lay and vice president at Time Life. I loved being an executive. As I became more senior, I realized I was spending more and more time helping junior staff manage their careers. I really like that, and that's what professors do.
What advice would you give to prospective online students?
Challenge yourself and your organizations to create products and experiences that inspire better lives. Good marketing is not about gimmicks. It's not about pushing products onto people. Marketing's true mission is to improve people's quality of life while meeting organizational objectives.
What qualities make someone particularly successful in marketing?
Marketing decisions often seem shrouded in ambiguity with no clear cut solution or direction. Strong marketers will know how to wield marketing frameworks, theories, and analytical techniques to guide decision making.
What do you think is the biggest challenge that marketers face today?
Marketers must balance data with creativity. We have an explosion of data from the digital world, with more on the way as the Internet of Things progresses. The best marketers will be those who use insights from the data to inspire exciting new customer experiences and communications.
What is the one book you think everyone should read?
"Wisdom: from From Philosophy to Neuroscience" by Stephen S. Hall
Tell us something your students might not know about you:
My research focuses on how to use marketing frameworks to improve consumer well-being. This includes work looking at ways business and medicine can collaborate to improve healthcare delivery; workplace wellness; using technology to help pregnant women manage weight; and using marketing to knock down social stigmas, especially related to mental health.
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