Julie Hennessy
Julie Hennessy

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

Grants and Awards
Chairs’ Core Course Teaching Award, 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
Cases
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).
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 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 and Evan Meagher. 2012. Pepita Disco PPM: Margins and Elasticity. Case 3-112-004 (KEL692).
Hennessy, Julie and Evan Meagher. 2012. Using Customer Relationship Management to Analyze the Lifetime Value of a Customer. Case 7-312-500 (KEL695).
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).
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, Julie. 2008. Zithromax Z-Pak and the “Biaxin BBQ” (B). Case 5-108-003(B) (KEL361).
Hennessy, Julie. 2008. Zithromax Z-Pak and the “Biaxin BBQ” (A). Case 5-108-003(A) (KEL360).
Hennessy, Julie and Andrei Najjar. 2004. Blockbuster Inc.: Casting a New Movie. Case 5-404-754 (KEL066).
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).
Hennessy, Julie and Alice Tybout. 2004. TiVo. Case 5-104-024 (KEL132).
Hennessy, JulieAlice Tybout and Jill Carter. 2004. Maybelline Inc.: About Face. Case 5-104-043 (KEL112).

 
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.

Marketing Project Laboratory Course: 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.

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