|
MBA
Update continues adding value for alumni
This spring,
the Kellogg School of Management hosted four new MBA Updates,
including one titled “Marketing B2B and Channels.”
The day-long academic program provided a “refresher”
course for Kellogg graduates who returned to Evanston to experience
marketing insights shared by two of the school’s distinguished
senior faculty, Professors Louis Stern and James Anderson.
The program
was the latest in the series of popular academic initiatives
offered by Kellogg. The morning session was devoted to Professor
Anderson’s discussion about the importance of properly
defining and measuring value in a company’s products
and services; the afternoon session featured Professor Stern’s
exploration of the ways the Internet has impacted marketing,
and the challenges facing companies as they adjust their marketing
strategies to meet the demands of the digital age.
“Really
understanding value in business markets and how to assess
it through building customer value models provide participants
with a means for gaining an equitable return on the superior
value that their offerings deliver to targeted segments and
customers,” explained Anderson, the William L. Ford Distinguished
Professor of Marketing and Wholesale Distribution.
Stern,
the John D. Gray Distinguished Professor of Marketing, enumerated
several challenges confronting marketers. He also noted the
direction that marketing’s priorities will likely shift.
“Determining and implementing the means for securing
customer loyalty must dominate research and practice,”
Stern said. “Managers must attend to new lessons on pricing.
They have to be prepared to deal with the marketing channel
conflict generated by a virtual world in which multiple channels
and outsourcing are necessary.”
MBA Update
is one of the academic programs sponsored by the Kellogg School
to deliver added value for its graduates.
Said Kellogg
School dean Dipak C. Jain: “MBA Update represents one
way our school is demonstrating its dedication to lifelong
learning and the creation of path-breaking scholarly knowledge.
This is a program that delivers a combination of rigor and
relevance for our alumni to help them harness the skills needed
for leadership in today’s global, knowledge-based economy.”
Additional
spring MBA Updates included consideration of decision analysis
and teams. The May 18 session will focus on entrepreneurship
in family business. To learn how you can benefit from this
strategic initiative, please visit the MBA
Update page.
|
