Companies in general and
marketers in particular are under increasing pressure to produce two main
things: effective/productive spending and “real” revenue growth. This course addresses the second issue,
growth. More specifically, it looks at
three main (and inter-related) paths to growth: new products, brand building,
and customers. Participants play the
role of growth consultants/Chief Growth Officers. The course is designed for people interested in
management and consulting as well as in marketing. The course follows a workshop-style
approach, incorporating both “metrics” (quantitative thinking) and
1. To better understand how a firm can generate
2. To develop systematic skills to aid in
identifying and evaluating growth options.
3. To see how new product development,
branding, and customer management are related.
4. To have the opportunity to think in some
detail about a particular company’s strategy.
5. To develop the ability to gain insight from
George E. Warren Professor of Business
Professor Lehmann teaches several different marketing courses. His research focuses on individual and group choice and decision making, the adoption of innovation and new product development, and the management and valuation of marketing assets (brands, customers). He is also interested in knowledge accumulation, empirical generalizations and information use. Lehmann has published more than 100 articles and books, serves on the editorial boards of several academic...