Chengyao Sun
Chengyao Sun is an Assistant Professor in the Marketing Department at Kellogg. His research examines behavioral decision making in consumer finance, with a broader focus on how consumers perceive risk and uncertainty and how these perceptions shape their decisions. Before joining Kellogg, he was a Postdoctoral Associate at the Yale School of Management. He received a PhD in Marketing from Washington University in St. Louis, an MA in Social Sciences from the University of Chicago, and a BA in Economics from UC Berkeley.
Marketing Strategy for Growth and Defense (MKTG-466-0)
This course presents a dynamic view of competitive brand strategy, with an emphasis on both growth and defense. The course focuses on understanding, developing and evaluating brand strategies over the life of a product market. Topics include developing a strong marketing plan, creating customer advantage, launching new products, finding profitable growth opportunities and responding to competitive moves. The course focuses on overall company strategy, with a heavy emphasis on the financial challenges and tradeoffs, and spends less time on executional, tactical details. The course includes lectures, case studies and a simulation, Markstrat. Final deliverables are an exam and often a final product.
