Jim Lecinski
Jim Lecinski is a Clinical Professor of Marketing at Northwestern University's Kellogg School of Management where he teaches popular courses on Marketing Strategy and Omnichannel Marketing and was named Kellogg's Professor of the Year in 2022. He is a recognized marketing expert, in-demand consultant and keynote speaker with over 30 years of marketing industry experience, including a notable twelve-year career at Google, where he was Vice President of Customer Solutions for the Americas. Jim's seminal book about the new marketing model, “Winning the Zero Moment of Truth” known as “ZMOT” 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 latest project, “The AI Marketing Canvas: A Five Stage Roadmap to Implementing Artificial Intelligence in Marketing” was published by Stanford University Press in May of 2021 and has been named both a top AI book and a top business book of 2022 and 2023.
- Marketing Strategy
- Brand Strategy
- Distribution Strategy
- Digital Transformation Strategy and AI
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L.G. Lavengood Outstanding Professor of the Year Award
Sidney J. Levy Teaching Award, Kellogg School of Management
Chief Diversity Officer Summit
Discuss the latest academic research, practitioner insights and best practices in the area of diversity and inclusion with a select group of cross-sector peers.
Chief Marketing Officer Program
Master the insights needed to navigate significant challenges faced by CMOs today, by engaging in meaningful discussions with Kellogg's top faculty and industry executives. This program is specifically designed to increase the odds of success for enterprise marketing leaders.
Kellogg Corporate Governance Conference
Exclusive, by-invitation-only annual conference that brings together more than 200 corporate directors and CEOs to discuss critical issues in corporate governance.
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.
Industry AI Capstone Project (MBAI-490-0)
Industry AI Capstone Project
This course is available only to students in the MBAI Program
AI Foundations for Managers - Marketing (AIML-901MK-5)
How can modern marketers best harness AI to drive strategy, execution and gain competitive advantage? This course introduces AI through a marketing and managerial lens, equipping students with frameworks to evaluate, implement, and lead AI-driven marketing initiatives. Students will learn foundational AI concepts—including machine learning and generative AI—through real-world case examples and case studies. They will then apply these concepts in hands-on assignments using existing AI platforms to enhance marketing performance, personalization, and business innovation. Unlike other more technical iterations of AIML901-x, this version does not require coding and instead focuses on the practical applications of, and hands-on use of existing front-end AI tools and interfaces for marketers. This introductory course is intended for students who want to become AI-savvy marketing leaders rather than AI developers. The course pre-supposes a basic understanding of marketing therefore completion of core Marketing 430 is highly recommended (though not formally required as a prerequisite). This version of AIML901 will be taught by Jim Lecinski, Clinical Professor of Marketing and co-author of “The AI Marketing Canvas†(Stanford Press, 2021; new 2d Edition is in progress). Jim has been teaching highly rated AI in Marketing courses and sessions in Kellogg Executive Education programs since 2019.
