Timothy Calkins
Timothy Calkins

MARKETING; HEALTH ENTERPRISE MANAGEMENT
Clinical Professor of Marketing

Print Overview

Tim Calkins helps people use marketing strategy and branding to build strong and profitable businesses.

He is clinical professor of marketing at Northwestern University’s Kellogg School of Management where he teaches marketing strategy, biomedical marketing and strategic marketing decisions in the full-time, part-time and executive MBA programs. He is co-academic director of Kellogg’s branding program.

Tim has received numerous teaching awards. He won the Lawrence G. Lavengood Outstanding Professor of the Year Award, the top teaching award at Kellogg, in 2006 and 2013, making him one of just three people in the award’s 38 year history to have won it twice. He also received the Sidney J. Levy Teaching Award and two Kellogg Faculty Impact Awards. The Kellogg Executive MBA Program gave him the Top Professor Award four times.

He is the author of Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks (Palgrave Macmillan, 2012). Expert Marketer Magazine name Defending Your Brand the 2013 Marketing Book of the Year. He also wrote Breakthrough Marketing Plans (Palgrave Macmillan, 2008 and 2012). He was co-editor of Kellogg on Branding (John Wiley & Sons, 2005).

Tim has published more than a dozen Kellogg case studies including Crestor, MedImmune: FluMist Introduction and Genzyme: the Synvisc-One Investment Decision.

Tim is an expert on Super Bowl advertising. He created the Kellogg Super Bowl Advertising Review in 2005 and has led the event ever since. Over the past ten years the program has generated more than five billion media impressions.

In addition to teaching at Kellogg Tim works with major corporations around the world on strategy and branding issues. His recent clients include Novartis, Eli Lilly and HP. He is managing director of Class 5 Consulting, a marketing strategy firm.

Tim is frequently cited by the media; he has been quoted in publications including Business Week, Newsweek, the Financial Times, the Wall Street Journal and the New York Times. He has appeared on all of the major television networks.

He serves on the board of the Chicago Business Marketing Association, the Alliance Française de Chicago and the Lycée Français de Chicago, Chicago’s French-International school. Tim began his career at the consulting firm Booz Allen and Hamilton, where he worked on strategy and branding projects. He joined the marketing team at Kraft Foods in 1991. During his almost 11 years at Kraft, he led businesses including Miracle Whip, Taco Bell, A.1. steak sauce, Seven Seas and DiGiorno. While at Kraft he was responsible for the launch of more than two dozen new products.
He received his BA from Yale and his MBA from Harvard.

Tim lives in Chicago with his wife and three children. He loves to canoe, ski and hike.

Email: t-calkins@kellogg.northwestern.edu  Blog: www.strongbrands.wordpress.com



Areas of Expertise
Advertising
Biomedical Marketing (Biotechnology)
Brand Management
Consumer Products
Marketing Management
Marketing Strategy/Planning/Policy
New Product Development
Print Vita
Education
MBA, 1991, Harvard Graduate School of Business Administration
BA, 1987, Yale University

Academic Positions
Clinical Professor of Marketing, Marketing, Kellogg School of Management, Northwestern University, 2006-present
Clinical Associate Professor of Marketing, Marketing, Kellogg School of Management, Northwestern University, 2002-2006
Adjunct Assistant Professor of Marketing, Marketing, Kellogg School of Management, Northwestern University, 1998-2002
Faculty, Keller Graduate School of Management, DeVry University, 1996-1999

Grants and Awards
L. G. Lavengood Outstanding Professor of the Year Award, Kellogg School of Management, 2006 and 2013
EMP Outstanding Teaching Award, Executive MBA Program Outstanding Teaching Awards, 2008, 2009, 2010 and 2011
Sidney J. Levy Teaching Award, Kellogg School of Management, 2008
Faculty Impact Award , Kellogg School of Management, 2011

Consulting
Class 5 Consulting
Managing Director, 2004-present

Consultant and speaker in the areas of marketing strategy, branding and biomedical marketing. Clients include: Abbott, American Dental Association, AstraZeneca, Aviva, CareerBuilder, Eli Lilly, Hearst, Novartis, Illinois Tool Works, National Roofing Contractors Association, Quest Diagnostics, Roche, Sandia National Laboratories, Staples, Takeda and Target.

Kraft Foods
Senior Category Business Director, Meat Enhancements Category, 2001-2002

Category Business Director, Taco Bell and DiGiorno, 1999-2000

Senior Brand Manager, Miracle While, 1997-1998

Brand Manager, Kraft Mayo, 1996

Brand Manager, Seven Seas Salad Dressing, 1995

Associate Brand Manager, Parkay Margarine, 1993-1994

Assistant Brand Manager, Kraft Salad Dressing, 1991-1992


Booz Allen and Hamilton
Research Associate, 1987-1989

 
Print Research
Research Interests

Research interests include branding, marketing strategy and marketing in the biomedical industry.



Articles
Calkins, Timothy. 2011. How to Reinvent a Brand. 4P's Business and Marketing.
Calkins, Timothy. 2009. A Marketing Plan for Turbulent Times. Ivey Business Journal.
Calkins, Timothy. 2004. Strategically Managing the Brand Portfolio. McCann Knowledge Quarterly.
Calkins, Timothy. 2004. Strategically Managing the Brand Portfolio. McCann Knowledge Quarterly.
Other
Rucker, Derek D and Timothy Calkins. "Super Bowl Advertising's New Game." Forbes, January 23, 2013.
Calkins, Timothy. "How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks." 4Ps Business and Marketing, January 15, 2013.
Calkins, Timothy. "Tough Branding Questions for Turbulent Times." BtoB Magazine, April 2012.
Calkins, Timothy. "Profits are Apparent. Brand Health Is Not!." Strategic Innovators, March 8, 2011.
Calkins, Timothy and Derek D Rucker. "GoDaddy and the Super Bowl." Financial Times, February 9, 2011.
Calkins, Timothy and Derek D Rucker. "Will Social Media Slay the Super Bowl?." Advertising Age, February 3, 2011.
Calkins, Timothy and Derek D Rucker. "Why Issue-Based Advertising Is Like Walking a Minefield." Advertising Age, February 8, 2010.
Calkins, Timothy. "Super Bowl in a Recession." Forbes.com, January 29, 2009.
Calkins, Timothy and Derek D Rucker. "Does a $3M Super Bowl Ad Make Sense in a Recession?." Advertising Age, January 12, 2009.
Calkins, Timothy. "Five Marketing-Plan Pitfalls to Avoid." MarketingProfsToday, September 23, 2008.
Calkins, Timothy and Derek D Rucker. "Don’t Overemphasize ROI as Single Measure of Success." Advertising Age, February 2008.
Calkins, Timothy. "Writing Great Marketing Plans." Kellogg Guide to Practical Leadership, July 2005.
Books
Calkins, Timothy. 2012. Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks. Palgrave MacMillan.
Calkins, Timothy. 2008 and 2012. Breakthrough Marketing Plans. Palgrave Macmillan.
Tybout, Alice and Timothy Calkins. 2005. Kellogg on Branding. New York, NY: Wiley.
Cases
Calkins, Timothy and Nayna Aggarwal. 2011. Forecasting Denosumab. Case 5-111-004 (KEL531).
Calkins, Timothy. 2011. Technical Note: Presenting Well. Case 7-110-001.
Calkins, Timothy and Ann Deming. 2010. Pedigree Growth Strategy (B). Case 5-110-010(B) (KEL498).
Calkins, Timothy and Ann Deming. 2010. Pedigree Growth Strategy (A). Case 5-110-010(A) (KEL497).
Calkins, Timothy and Ann Deming. 2010. Genzyme: The Synvisc-One Investment Decision. Case 5-110-001 (KEL439).
Calkins, Timothy and Megha Vora. 2009. Merck: Pricing Gardasil. Case 5-308-505 (KEL400).
Calkins, Timothy and Julien Dangles. 2009. Leclerc: The Growth Challenge. Case 5-109-001 (KEL407).
Calkins, Timothy and Lynn Harris. 2009. Genzyme: The Renvela Launch Decision. Case 5-308-506 (KEL412).
Calkins, Timothy and Joseph Harmon. 2007. Zimmer: The Gender-Specific Knee. Case 5-207-252 (KEL276).
Calkins, Timothy and Matt Cobb. 2006. Carolina Lunker Sauce. Case 5-106-001 (KEL215).
Calkins, Timothy and Joshua Neiman. 2006. Crestor. Case 5-306-506 (KEL245).
Calkins, Timothy. 2005. Writing Great Marketing Plans. Case 7-405-750 (KEL146).
Calkins, Timothy. 2005. Penfolds. Case 5-405-751 (KEL524).
Calkins, Timothy and Karen White. 2004. Eli Lilly: Xigris (A). Case 5-104-047(A) (KEL014).
Calkins, Timothy and Karen White. 2004. Eli Lilly: Xigris (B). Case 5-104-047(B) (KEL015).
Calkins, Timothy and Rajnish Changrani. 2004. MedImmune: FluMist Introduction. Case 5-104-046 (KEL012).
Calkins, Timothy. 2004. A1 Steak Sauce: Lawry's Defense. Case 5-104-045 (KEL010).

 
Print Teaching
Teaching Interests
Marketing strategy, branding and bio-medical marketing.
Full-Time / Part-Time MBA
Biomedical Marketing (HEMA-914-0)

This course counts toward the following majors: Biotechnology Management, Health Enterprise Management, Marketing, Marketing Management

The biomedical industry is beginning to appreciate that success in this industry comes from a combination of great science and strong marketing. Marketing in the biomedical industry poses unique challenges: marketers have to deal with a complex regulatory, competitive, scientific and ethical environment, while building strong businesses and brands. This course studies how core marketing concepts play out in the biomedical industry, through a combination of case studies, guest speakers, student projects and discussions. It is ideal for students who plan to go into the medical device and pharmaceutical industries, and for students with an interest in this fast moving arena.

Marketing Strategy (MKTG-466-0)

This course counts toward the following majors: Marketing, Marketing Management

This course presents an integrative, dynamic view of competitive brand strategy. It focuses on understanding, developing and evaluating brand strategies over the life of a product market. A framework for developing marketing strategies that yield a distinctive competitive advantage based on customer and competitor analysis will be presented and applied in various situations throughout the course. Topics include strategies for pioneering brands, strategies for late entry, growth strategies, strategies for mature and declining markets, and defensive marketing strategies. Material is presented using a mix of cases, lectures and a computer simulation game called MARKSTRAT.

At the Forefront: Accelerating Growth (MKTG-958-A)


Executive MBA
Strategic Marketing Decisions (MKTGX-468-0)