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 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 for Growth and Defense, and Marketing Consulting Lab. In addition to MBA courses, she teaches extensively at the Executive level. Recent Executive teaching assignments have included work with Starbucks, Facebook, Hyatt, SC Johnson, Abbvie, Medtronic, Nestle, McDonalds, Microsoft, ABInBev, John Deere, Kraft/Heinz 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, 2017, and 2018.
Professor Hennessy's writing concentrates on cases for classroom use. Recent cases written include studies of Stella Artois in South Africa, Teach for India, Northwestern Memorial Hospital Hispanic Organ Transplant Program, Synthroid, TiVo, Apple iPod, Invisalign Orthodontics, and Biaxin and Zithromax in the antibiotics market.
Marketing management, Marketing strategy, Branding
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.
Utilizing a blended learning approach from the thought leaders at Kellogg, learn how branding can help you build a solid and enduring business while gaining new insights into the importance and value of a strongly differentiated brand.
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.
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.
This course may not be dropped less than a week prior to the start of the quarter
Recommended Prerequisite: MKTG-450-0