Jim Lecinski is a Clinical Associate Professor of Marketing at Kellogg where he teaches Marketing Strategy and Omni-Channel Marketing Distribution Strategy.  He also teaches the core marketing course in Kellogg’s MBAi program.

Prior to coming to Kellogg, he spent 30 years in the marketing industry, most recently twelve years at Google, where he was Vice President of Customer Solutions for the Americas.

His seminal book about the new marketing model, “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 was featured in the New York Times, Advertising Age and Forbes.

His newest project, “The AI Marketing Canvas: A Five Stage Roadmap to Implementing Artificial Intelligence in Marketing” will be published by Stanford University Press in early 2021.

Marketing Strategy, Brand Strategy, Distribution Strategy, Digital Transformation Strategy

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.

Kellogg on Branding

This program will help you create and build strong brands in a digital world. Taught by the people who wrote the book on branding, it combines the latest academic thinking and practical tools. This highly interactive program uses cases, exercises and an immersive simulation to inspire and empower you to elevate your brand.

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.