Alice M. Tybout is Professor Emeritus of Marketing. She was a faculty member of the Marketing Department at Kellogg from 1975-2019, where she taught marketing management in the MBA and EMBA programs and seminars on consumer behavior in the doctoral program. She was chairperson of the Marketing Department 2004-2006 and the academic director of two executive education programs: Kellogg on Consumer Marketing Strategy and Kellogg on Branding. She is co-editor of three “Kellogg on” books: Kellogg on Branding, Kellogg on Marketing, Second Edition, Kellogg on Branding in a Hyper-connected World.
At Kellogg, Professor Tybout received the Sidney J. Levy Award for Teaching Excellence in 1996, the Chairpersons' Award for Outstanding Teaching in the Core in 1999 and in 2012, and the Outstanding Alumni Professor of the Year in 2004. She also taught at the University of Chicago, INSEAD (France) and Chulalongkorn University (Thailand.) She has published more than two dozen marketing case studies that are available through the Kellogg Case Collection, including ones related to TiVo, Synthroid, Lululemon, Uber China, Trend Micro, and Tata Nano.
Professor Tybout’s empirical research is focused on how individuals process, organize, and utilize information to make judgments and choices. Her most recent writings address these issues in the context of scandal management. She has also published philosophical pieces related to theory and methods. Her writings appear in a broad range of scholarly journals and books, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Marketing, and Journal of Personality and Social Psychology. In addition, she is the author of two articles in Harvard Business Review and is co-editor of Perspectives on the Affective and Cognitive Effects of Advertising.
Professor Tybout joined the Association for Consumer Research (ACR) in 1972 and has served as its Treasurer (1983) and President (1994). She is also an ACR Fellow (2016). She is a former Trustee of the Marketing Science Institute (1991-1998) and was a member of the Board of Directors of the American Marketing Association (1997-2000). Professor Tybout has done executive training and consulting for companies including Coca-Cola, PepsiCo, Pfizer, and Takeda. She served on the board of directors for Old Kent Bank (1989-1996) and RHR International (2000-2019.)
Professor Tybout received her B.S. in Business Administration and her M.A. in Consumer Behavior from Ohio State University and her Ph.D. in Marketing from Northwestern University.
Learn how to win in today’s hypercompetitive marketplace by gaining and translating insights about consumers’ goals, beliefs and behaviors into an effective marketing strategy. Go home equipped to segment, reach and convert customers more effectively.
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.