Hennessy_Julie 02032018
Julie Hennessy

Clinical Professor of Marketing
Associate Chair of the Marketing Department

Print Overview

Julie Hennessy is a Clinical Professor of Marketing at the Kellogg School of Management at Northwestern University and the Associate Chair of the Marketing Department.  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 research and technology-driven firms that desire to become more customer-centric, in both new product/services and mature product/services categories.

At Kellogg, she teaches three courses: Introduction to Marketing, Advanced Marketing Strategy, and the Marketing Consulting Course: Generating Profitable growth. In addition to MBA courses, she teaches extensively at the Executive level. Recent Executive teaching assignments have included work with Facebook, Hyatt, SC Johnson, Abbvie, Novartis, Nestle, McDonalds, Microsoft, ABInBev, John Deere, Kraft and Textron.

Professor Hennessy has been a regular recipient of teaching awards at the Kellogg School. In both 2017 and 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, 2007, 2013, 2014, 2015, and 2016. Professor Hennessy has also been recognized by her academic department, winning the Marketing Department's Core Course Teaching award. She has also received special student impact awards in 2009, 2010, 2011, 2013, 2016, and 2017.

Professor Hennessy's writing concentrates on cases for classroom use. Recent cases written include studies of Teach for India, Northwestern Memorial Hospital Hispanic Organ Transplant Program, Synthroid, TiVo, Apple iPod, Invisalign Orthodontics, and Biaxin and Zithromax in the antibiotics market. 

Areas of Expertise
Brand Management
Consumer Products
Marketing Management
Marketing Strategy
New Product Development

Print Vita
MM, 1982, Finance, Marketing, Kellogg School of Management, Northwestern University
BS, Mathematics, Psychology, Indiana University

Academic Positions
Clinical Professor of Marketing Strategy, Kellogg School of Management, Northwestern University, 2007-present
Clinical Associate Professor of Marketing Strategy, Kellogg School of Management, Northwestern University, 2004-2006
Clinical Assistant Professor of Marketing Strategy, Kellogg School of Management, Northwestern University, 1997-2004

Other Professional Experience
President, Hennessy Associates, Inc., 1997-present
Category Manager, Kraft Foods, 1986-1997

Honors and Awards
LG Lavengood Teacher of the Year Award
Certificate of Impact Teaching Award
Certificate of Impact Teaching Award, Fall Quarter 2016
Finalist for L. G. Lavengood Outstanding Professor of the Year Award
Finalist for L. G. Lavengood Outstanding Professor of the Year Award
Finalist for L. G. Lavengood Outstanding Professor of the Year Award
Chairs, Kellogg School of Management, 2010-2011, 2006-2007, 2004-2005, 2001-2002, 1999-2000
L.G. Lavengood Outstanding Professor of the Year Award, Kellogg School of Management, 2007

Print Research
Hennessy, Julie. "VW Screwed Up, but the emissions scandal won't turn off consumers." Fortune Magazine, October 2015.
Hennessy, Julie. "The Candidates' Brands -- What are Consumers Thinking So Far." Forbes Magazine, Sept 2015.
Calkins, Timothy and Julie Hennessy. "The Secret Behind Donald Trump's Savvy Brand Building." Fortune, January 6, 2016.
Hennessy, Julie. 2015. Northwestern Memorial Hospital's Hispanic Kidney Transplant Program.
Hennessy, Julie and Evan Meagher. 2012. Customer Lifetime Value. Case 7-312-500 (KEL695).
Hennessy, Julie and Alice Tybout. 2004. TiVo. Case 5-104-024 (KEL132).
Hennessy, Julie. 2008. Zithromax Z-Pak and the “Biaxin BBQ” (A). Case 5-108-003(A) (KEL360).
Hennessy, Julie. 2016. With a Little Help from "Nuestros Amigos": Hispanics and Kidney Transplants. Case 5-116-003 (KEL940).
Hennessy, Julie and Evan Meagher. 2012. Maru Batting Center: Customer Lifetime Value . Case 3-112-003 (KEL688).
Hennessy, Julie and Evan Meagher. 2012. Hohner Musikinstrumente GmbH & Co. KG: Break-Even Analysis. Case 3-112-001 (KEL682).
Tybout, AliceJulie Hennessy, Natalie Fahey and Charlotte Snyder. 2013. The Case of Synthroid (A): Marketing a Drug Coming Off Patent. Case 5-312-506(A) (KEL728).
Hennessy, Julie, Rebecca Frazzano and Evan Meagher. 2010. Tartans in Thailand: Pernod Ricard’s Thai Whisky War of 2007. Case 5-210-251 (KEL502).
Hennessy, JulieAlice Tybout and Jill Carter. 2004. Maybelline Inc.: About Face. Case 5-104-043 (KEL112).
Hennessy, Julie and Evan Meagher. 2012. Pepita Disco PPM: Margins and Elasticity. Case 3-112-004 (KEL692).
Hennessy, Julie and Andrei Najjar. 2004. Blockbuster Inc.: Casting a New Movie. Case 5-404-754 (KEL066).
Hennessy, Julie and Evan Meagher. 2012. Kookaburra Cricket Bats: Dealing with Cannibalization. Case 3-112-002 (KEL684).
Hennessy, JulieEric Leininger and Evan Meagher. 2012. Global Brand Management: Best Practices and Learnings from Efforts to Build the Business “Over There”. Case 7-411-750 (KEL696).
Hennessy, Julie. 2008. Zithromax Z-Pak and the “Biaxin BBQ” (B). Case 5-108-003(B) (KEL361).
Hennessy, JulieAlice Tybout, Natalie Fahey and Charlotte Snyder. 2013. The Case of Synthroid (B): Marketing a Drug Coming Off Patent. Case 5-312-506(A) (KEL729).
Hennessy, Julie and Charag Krishnan. 2014. Teach For India: Marketing an Idea. Case 5-413-752 (KEL813).
Coughlan, AnneJulie Hennessy and Andrei Najjar. 2004. Invisalign: Orthodontics Unwired. Case 5-104-008 (KEL032).
Hennessy, Julie and Andrei Najjar. 2004. Apple Computer, Inc.: Think Different, Think Online Music. Case 5-204-257 (KEL065).

Print Teaching
Teaching Interests
Marketing management, marketing strategy
Full-Time / Evening & Weekend MBA
Marketing Management (MKTG-430-0)
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 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.

Marketing Consulting Laboratory: Generating Profitable Growth (MKTG-950-0)

Every company today faces business challenges on how to generate profitable growth. Increasingly, General Management Strategy Consulting projects conducted by firms from McKinsey to AT Kearney involve a core of Marketing Strategy issues. Specialty Marketing Consulting firms like Prophet and the Cambridge Group zero in on the issues of market segmentation, market sizing and assessment, and brand building. The purpose of this course is to give students real life experience in participating on a marketing strategy project team, developing solutions to real-world business problems.

Student teams will engage in project scoping and refinement, identifying and applying the appropriate analytical tools, analyzing data, and developing actionable, data-driven recommendations to address the issue. A final presentation to the client's senior and executive management occurs in the last week of the quarter. In this small sized lab course, student teams will take on projects for a number of live clients, scope and design the project deliverables and complete 10 week projects for their clients. Past teams have worked on projects for Abbott Labs, Bank of America, Audi, Kraft, General Electric, WW Grainger and Snap-On Tools.

Recommended Prerequisite: MKTG-450-0

Executive MBA
Strategic Marketing Decisions (MKTGX-468-0)
The basic concepts of marketing are not complicated. It is easy to understand the importance of segmentation and customer research. Few people have gotten confused by the 4 Ps and almost everyone can remember the 3 Cs. Finance concepts are difficult but marketing concepts? Not so much. The challenge in marketing is applying the concepts. Every situation is different so leaders have to consider the best way to approach it. Making strategic marketing decisions isn’t easy; you have incomplete information, not enough resources, smart and driven competitors and changing conditions. You also have to work with a team of people to get agreement and alignment. Understanding the core marketing concepts is not sufficient; marketing leaders have to be able to apply the concepts in different and often challenging situations. The Strategic Marketing Decisions course is designed to help you make smart and strategic choices.

Executive Education
Advanced Marketing Management

For executives navigating an ever-changing marketing landscape, this program gives participants practical knowledge of marketing management tools and how to implement them into a successful strategy.

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Business for Scientists and Engineers

For practitioners and academics in science and engineering, this highly focused program provides a solid grounding in business concepts, industry-specific tools and practical frameworks for developing the business acumen you need to advance your life’s work.

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Executive Development Program

For top-performing, high-potential middle and senior managers, this intensive, collaborative and empowering executive development program delivers the knowledge, tools and frameworks required to succeed and lead with confidence in a general management role.

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Kellogg on Branding

Learn from the people who wrote the book on branding how to build and strengthen the power of your brand. Kellogg’s latest thinking combined with hands-on experience will equip you to boost customer loyalty, heighten competitive advantage and increase profitability.

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Strategic Marketing Communications in the Digital Age

Explore the power of an integrated marketing communications strategy from fundamental planning to tactical execution utilizing the most current thinking about media channels, customer engagement and measurement. The frameworks and examples provided are applicable to developing both B2C and B2B marketing communications strategies.

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The Customer-Focused Organization: Leading Transformation

The digital revolution is empowering customers, fueling disruptive innovation and globalization of markets. In the wake of these challenges, firms that are customer-centric thrive. Learn how leaders successfully infuse a customer-centric perspective throughout an organization, generate value, build brands with meaning, and offer exceptional customer experiences to win in the digital age.

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