Blake McShane is an associate professor of marketing at Kellogg, where he teaches courses in customer analytics, marketing research and data analysis. As a statistical methodologist, McShane has developed statistical models for a variety of fields, including online advertising, neuroscience, paleoclimatology, law and even baseball. His research primarily focuses on developing new methodologies that accommodate the rich and varied data structures found in business problems.
Read on as Professor McShane discusses his marketing research course, his research on p-values and what he loves most about teaching at Kellogg.
By Professor Tim Calkins
Tomorrow more than 1,000 students will graduate from Northwestern University’s Kellogg School of Management. I’ve taught almost half of them. They will soon start at new jobs, branch out in different industries and begin careers in cities around the world.
It is an exciting moment, transitioning from one thing to the next. It is a time of endings and beginnings, and it is scary, too.
For the past two years, I’ve posted financial advice for graduates. You can read last year’s recommendations here.
This year I’m focusing on brand building. This is an important topic for new graduates. Your personal brand will have a huge impact on your career. If your brand stands for reliability, cooperation, analytical thinking and leadership, you will get good assignments. Senior managers will give you the benefit of the doubt when things don’t go perfectly. If people think you make mistakes and can’t be counted on, things won’t go well.
Here are four pieces of advice to build a strong brand.
By Emily Pallotta
Imagine a Top 3 Global Food and Beverage company — Kraft Heinz — asking you about a 125-year-old, $1 billion-plus revenue coffee brand that you probably drank the last time you were in your grandmother’s kitchen. How would you position this brand to win with omnipresent ‘millennials’, the same demographic so many Fortune 500 companies are trying to resonate with?
How would you convince an entrepreneurial, free-spirited and tech savvy millennial who is commonly seen drinking a Pumpkin Spice Latte to give a heritage ‘at-home’ coffee brand a place in their daily routine?
These are the questions that our group of five One-Year MBA program students set out to answer during Marketing Strategy Challenge, a five-week class sponsored by Kraft Heinz, hosted by Kellogg and open to some of the country’s top MBA programs.
By Jessica Pawlarczyk
More than 100 million viewers watched Super Bowl 50 on Sunday. Among those viewers were 69 Kellogg marketing students who participated in the 12th annual Super Bowl Advertising Review, scoring each commercial according to the ADPLAN Framework developed by Professors Tim Calkins and Derek Rucker.
As usual, this year’s Super Bowl was full of ads that either won big with viewers or limped away in defeat.
In the end, Toyota scored highest with Kellogg Ad Review participants, leading the strategic rankings with its “The Longest Chase” ad.
“Toyota’s Prius was a clear winner in this year’s Super Bowl because it kept our attention, had strong linkage to the brand and showcased its benefits,” Professor Rucker said.
Other brands that earned top marks in Kellogg’s rankings include Budweiser, T-Mobile, Doritos, Audi and TurboTax. On the other hand, Squarespace, LG and Acura fumbled during the big game, receiving low grades for less effective ads.
Current students Meg Reed, Paul Ricciuti and Vidya Sathyamoorthy participated in this year’s Super Bowl Advertising Review. Find out what their favorite commercials were and what they learned from the experience.
By Jessica Pawlarczyk
Demand for Super Bowl advertising has reached an all-time high, with pricing up to $5 million for a 30-second TV spot.
As the prices continue to rise, so does the pressure for Super Bowl marketers. A successful Super Bowl effort can propel a brand and a career, while an unsuccessful one can hurt both.
Marketers have spent an incredible amount of time, money and creative energy preparing for Sunday’s game in an attempt to produce the perfect advertisement that will cut through the clutter and score big with fans.
Kellogg Marketing Professors Tim Calkins and Derek Rucker gave students an inside look at what to expect from Super Bowl 50 advertisements during a special pre-Super Bowl Ad Review event Thursday. Calkins and Rucker discussed the elements of an effective advertisement and shared pre-game advertising predictions and insights with students.
Here are the top 5 Super Bowl advertising things to watch for this Sunday:
In just four days, more than 50 Kellogg students will join forces with marketing professors Tim Calkins and Derek Rucker to kick off Kellogg’s 2016 Super Bowl Ad Review.
In anticipation of Sunday’s event, we asked four students why they wanted to participate in the Ad Review and what they’re hoping to take away from this unique experience.
The 12th annual Kellogg Super Bowl Ad Review is quickly approaching, and with advertising spots selling at a reported $5 million, the stakes are higher than ever for marketers.
On Sunday, Feb. 7, more than 50 Kellogg students will join Professors Tim Calkins and Derek Rucker as they try to separate the Super Bowl advertising winners from the losers.
Read on to learn more about Calkins and Rucker — two of Kellogg’s most widely recognized marketing professors — including their past involvement with the Ad Review and what they’re most looking forward to about this year’s ads.