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Julie Hennessy
Julie Hennessy

MARKETING
Clinical Professor in Marketing

Print Overview
Julie Hennessy is a Clinical Professor of Marketing at the Kellogg School of Management at Northwestern University. Professor Hennessy’s MBA and Executive teaching focuses on the development of Marketing Strategies to enhance long-term competitive advantage and profitability. She works frequently with technology-driven firms that desire to become more customer-centric, in both new product/services and mature product/services categories.

At Kellogg, she teaches both Introduction to Marketing and Advanced Marketing Strategy courses at the MBA and Executive level. Recent Executive teaching assignments have included work with General Electric, American Express, Microsoft, Diamond Consulting, Bausch and Lomb, Microsoft and Sony.

Professor Hennessy has been a regular recipient of teaching awards at the Kellogg School. In 2007, she received the Lawrence G. Lavengood Outstanding Professor of the Year Award, Kellogg’s top award for teaching quality and impact, as voted by the Kellogg graduating class. She had been a finalist (top 5 faculty members) in consideration for the Lavengood Award in 2004, 2005, 2006 and 2007. Professor Hennessy has also been recognized by her academic department, winning the Marketing Department’s Core Course Teaching award in 2007, 2005, 2002 and 2000.

Professor Hennessy writing concentrates on cases for classroom use. Recent cases written include studies of TiVo, Apple iPod, Invisalign Orthodontics, and Biaxin and Zithromax in the antibiotics market.



Areas of Expertise
Brand Management
Consumer Products
Marketing Management
Marketing Strategy/Planning/Policy
New Product Development
  • Recent Media Coverage

    Dow Jones Newswires: Recession Makes Parents Scrimp On Own Clothes, But Not Baby's - 7/8/2009

    Crain’s Chicago Business: Shopping Smarts - 10/6/2008

    The Economist: Perfecting pitches: As belts tighten, marketing teams are finding ways to do more with less - 8/14/2008

    Globe and Mail (Canada): Autos: Spinning their wheels - 3/8/2008

    See all Kellogg in the Media
Print Vita
Education
MM, 1982, Finance, Marketing, Northwestern University
BS, Mathematics, Psychology, Indiana University

 
Print Research
Cases
Hennessy, Julie and Andrei Najjar. 2004. Apple Computer, Inc.: Think Different, Think Online Music. Case 5-204-257 (KEL065).
Abstract
Coughlan, Anne, Julie Hennessy and Andrei Najjar. 2004. Invisalign: Orthodontics Unwired. Case 5-104-008 (KEL032).
Abstract
Hennessy, Julie, Alice Tybout and Jill Carter. 2004. Maybelline Inc.: About Face. Case 5-104-043 (KEL112).
Abstract
Hennessy, Julie and Alice Tybout. 2004. TiVo. Case 5-104-024 (KEL132).
Abstract
Hennessy, Julie. 2008. Zithromax Z-Pak and the “Biaxin BBQ” (A). Case 5-108-003(A) (KEL360).
Abstract
Hennessy, Julie. 2008. Zithromax Z-Pak and the “Biaxin BBQ” (B). Case 5-108-003(B) (KEL361).
Abstract

 
Print Teaching
Teaching Interests
Marketing management, marketing strategy
Full-Time / Part-Time MBA
Marketing Management (MKTG-430-0)

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

This course takes an analytical approach to the study of marketing problems of business firms and other types of organizations. Attention focuses on the influence of the marketplace and the marketing environment on marketing decision making; the determination of the organization's products, prices, channels and communication strategies; and the organization's system for planning and controlling its marketing effort.

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. Prerequisite: MKTG-430.

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