Robert Schieffer
Robert Schieffer

Adjunct Professor 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
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, Northwestern University, 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

Print Research
Research Interests
Market segmentation, product optimization, global marketing research and customer satisfaction and loyalty measurement

Schieffer, Robert and Eric Leininger. 2008. Customers at the Core. Marketing Management.
Schieffer, Robert. 2005. Ten Key Customer Insights. Thomson Publishing.
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
Marketing Strategy Challenge (MKTG-946-5)
This course was formerly known as MKTG 946-A
The Marketing Strategy Challenge provides Kellogg students as well as students from other leading MBA programs with the opportunity to apply their marketing knowledge and skills to a strategic marketing issue facing a corporate sponsor. It provides students with the opportunity to develop strategic and tactical marketing recommendations on the marketing issue, based upon: 1) customized class sessions taught by Kellogg Marketing faculty, guest speakers and executives from the sponsor company, 2) knowledge gained from other Marketing courses and 3) insight gained from customer insight and marketing research studies. Ten leading schools will be invited to participate, with the top team from each school presenting recommendations to executives from the sponsoring company.

Consumer Insight Competition (MKTG-947-0)
The Consumer Insight Competition is a corporate sponsored team competition which will use experiential learning to provide consumer insight into a key strategic marketing issue facing the sponsor. It will provide students with the opportunity to utilize qualitative consumer insight tools, such as netnography, ethnography and individual depth interviews, and challenge students to translate the consumer insight into effective marketing strategy recommendations. It will provide Kellogg students with the opportunity to learn ethnography skills by immersing themselves in the lives of target consumers through ethnography. Kellogg teams will present their findings and recommendations to top Marketing executives of the sponsoring company.

Executive Education
Customer Insight Tools: Turning Insight into Effective Marketing Strategies
Learn practical tools for uncovering and leveraging customer insights to create powerful marketing strategies. Infused with the right blend of qualitative and quantitative tools, this interactive program will prepare you to use customer insights to build strong marketing plans and gain a sustainable competitive advantage.
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