Jim Lecinski is an associate professor in Medill’s Integrated Marketing Communications Program and member of the Spiegel Digital & Database Research Center’s Advisory Board.
Jim brings over 25 years experience growing revenue for brands through integrated, multi-channel and digital marketing. Having spent more than 10 years at Google, Jim’s most recent role at the company was vice president of U.S. sales and service. He also holds the position of Visiting Executive Lecturer in the Darden Graduate School of Business Administration at the University of Virginia.
Jim's book about digital marketing, "Winning the Zero Moment of Truth" known as ZMOT (pronounced: "Zhee MAHT”) was published in 2011, and has been read by over 300,000 marketers worldwide and featured in the New York Times, Advertising Age and Forbes.
Full-Time / Evening & Weekend MBA Courses
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.