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.

Business Marketing Strategy

If your business is B2B, here is a rare opportunity to learn from the experts how to deepen your understanding of marketing dynamics and drive profitable growth in the new B2B environment. If your business is B2B, here is a rare opportunity to learn from the experts how to deepen your understanding of marketing dynamics and drive profitable growth in the new B2B environment.

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.

The PHYSICIAN CEO™ Program

Field Study (MKTG-498-5)
Field Study

Field Study (MKTG-498-0)
Field Studies include those opportunities outside of the regular curriculum in which a student is working with an outside company or non-profit organization to address a real-world business challenge for course credit under the oversight of a faculty member.

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.

Omnichannel Experience Strategy (MKTG-451-0)
In a world saturated with new commerce options, consumers and business buyers are radically changing their expectations and behaviors across the entire cycle of learning, shopping, buying, and using products and services. How does a modern business manage its brands across the vast array of new channel models, from brick and mortar showroom stores to e-commerce sites to experiential pop-ups and apps? In this course, students will learn how to structure and manage networks of partners into cohesive, brand-enhancing omnichannel ecosystems that reach end-customers any place and any time, whether through social commerce channels, mobile devices, in-person store environments, platform apps, or product story, photo and video sharing sites. Like the fast-evolving business models we will be studying, this class is both strategic and practical, and most of the situations we will analyze are from real-world developments and managerial problems. The course takes a senior leadership perspective, offering frameworks and analytical tools for effectively moving an organization outside the comfort zone of legacy beliefs and relationships, and into the new omnichannel world.