Robert Schieffer
Robert Schieffer

MARKETING
Senior Lecturer of Marketing

Print Overview
Bob Schieffer is Senior Lecturer of Marketing at the Kellogg School of Management. He has been teaching in the Kellogg Marketing Department at the graduate level since 1997.
 
Schieffer teaches Customer Insight Tools in the fulltime Kellogg program. At the Executive Education level, he is the Academic Director of the Customer Insight Tools executive seminar, and teaches Marketing Research in the Kellogg Executive MBA program. He has developed and led Kellogg Executive Education seminars for GE, AB INBEV, Ashland, Grupo Modelo and International Paper. Recent executive teaching assignments have included Microsoft, GE, Grupo Modelo and Navteq.
 
Schieffer also teaches Marketing Research in the Masters of Product Development Program in the McCormick School of Engineering at Northwestern University, and teaches in the NUvention Program, an interdisciplinary innovation initiative between Kellogg, the McCormick School, the Northwestern Law School, and the Feinberg School of Medicine.
 
In addition to teaching at Kellogg, Schieffer works with leading corporations around the world on customer insight initiatives. Recent clients have included Baxter, Abbott Laboratories, Ricoh Innovations, St. Jude Medical, and Accelerace, an innovation program sponsored by the country of Denmark.
 
Prior to joining the Kellogg faculty, Schieffer held Senior Marketing positions in successful global corporations, including Abbott Laboratories and the Adolph Coors Company. While with Abbott, he was part of a management team which grew the diagnostics division by over 500% over a twelve year period, making it the largest division at Abbott Laboratories at the time.
 
Schieffer is the author of Ten Key Customer Insights (2005), and is the President of Schieffer and Associates, a Marketing Consulting and Development firm. He is a member of the Board of Directors of Chicagoland Habitat for Humanity.

Areas of Expertise
Marketing Research
Marketing Strategy/Planning/Policy
New Product Development
New Product Forecasting
Print Vita
Education
MBA, 1976, Marketing, University of Wisconsin, Milwaukee
BBA, 1972, Marketing, University of Wisconsin, Milwaukee, Honors

Academic Positions
Senior Lecturer, Marketing, Kellogg School of Management, Northwestern University, 2008-present
Academic Director of Customer Insight Tools, Executive Education, Kellogg School of Management, 2006-present
Clinical Associate Professor, Masters of Product Development Program, McCormick School of Engineering, Northwestern University, 2006-present
Clinical Associate Professor, Marketing, Kellogg School of Management, Northwestern University, 2002-2008
Adjunct Professor, Marketing, Kellogg School of Management, Northwestern University, 1997-2002

Other Professional Experience
Director of Worldwide Marketing Research, Abbott Laboratories, 1987-2002
Director of Marketing Research, Coors Brewing Company, 1984-1987

Service
Habitat for Humanity - Lake County, Board Member
1/01/1996

Consulting
President of Schieffer and Associates, a marketing consulting and development firm

Develops and leads Kellogg custom executive education seminars for GE, Ashland, Grupo Modelo, Nortel and International Paper, 2005-present  
Print Research
Research Interests
Market segmentation, product optimization, global marketing research and customer satisfaction and loyalty measurement

Articles
Schieffer, Robert and Eric Leininger. 2008. Customers at the Core. Marketing Management.
Cases
Schieffer, Robert and Min Chen. 2005. Iridium Global Satellite Phone System: Lost in Space?. Case 5-404-751 (KEL135).

 
Print Teaching
Teaching Interests
Research methods in marketing
Full-Time / Part-Time MBA
Consumer Insight Tools (MKTG-452-0)

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

Uncovering insights about customers is essential for developing products and services that deliver value to the customer and generate profit for the organization. Many firms spend millions of dollars on market research without creating actionable insight into the motivations and needs of target customers. Building a marketing strategy based upon deep customer insight can give a firm a powerful competitive advantage. This course focuses heavily on the qualitative tools that marketers use to uncover deep customer insights: observation, ethnography, depth interviews using projective techniques, group sessions and archetype research. Qualitative tools used in B to B markets, such as customer visit programs and customer advisory panels, are also covered. Students will have the opportunity to apply many of these tools during the course. Students seeking the Marketing Management major will find it useful to take this course concurrently with Models of Consumer Behavior (MKTG-458-0).