Message from the Director

Jean-Pierre Dubé

The James M. Kilts Center for Marketing continues to serve as the hub for Chicago Booth’s thriving marketing community. Our faculty, students, and alumni continue to lead the industry, relying on a data-driven, multidisciplinary approach.

Data-Driven Research

Through a relationship with Nielsen, the Kilts Center distributes a variety of datasets, including consumer panel, retail scanner, and its historic Ad Intel dataset, which we released last year. More than 1,000 researchers from more than 125 academic institutions around the globe are using Nielsen data through Chicago Booth for cutting-edge research in the fields of marketing, economics, public policy, and more.

Chicago Booth marketing faculty are pioneers in the application of data analysis and analytic methods. They have established a prominent position at the heart of research and practice, working recently in collaboration with companies as diverse as Walgreens, JPMorgan Chase, and Backcountry.com. This year, Robert Sanders, PhD ’18, won the prestigious Alden G. Clayton Doctoral Dissertation Proposal Competition with his dissertation proposal on “Reducing Retailer Food Waste through Revenue Management.”

Marketing Leaders

This past spring, the Kilts Center hosted the inaugural Chicago Booth Marketing Summit, which brought together 40 executive-level alumni from around the country to learn about the latest on topics around the digital transformation of marketing. Daniel Eckert, ’05 (XP-74), senior vice president of Walmart Services and Digital Acceleration at Walmart, served as our keynote speaker, leading an engaging discussion on blended commerce.

Thriving Community

The Kilts Center community continues to come together to exchange ideas and discourse through on-campus programs. Last fall, we welcomed Gary Briggs, former vice president and CMO of Facebook, who spoke to more than 400 students about the importance of marketing skills. Also in the Autumn Quarter, alumna Sally Grimes, ’97, group president of prepared foods at Tyson, visited campus and shared with students some of her secrets to success in the consumer-packaged-goods industry.

To give students real-world marketing experience, the Kilts Center collaborated with MillerCoors to engage students in a marketing strategy and analytics case competition. Nearly 40 students from the Full-Time MBA, Weekend MBA, and Evening MBA Programs participated, taking on the challenge of how to market a new beer brand to an audience that is trending toward wine and spirits. Teams explored new flavors, pricing, and packaging in their presentations, collaborating to investigate the challenge and propose solutions.

For students heading into the technology industry as product managers, the Kilts Center invited a seasoned product manager, Yardley Ip Pohl, ’07, chief product officer at Thrive Global, to host a one-day workshop on best practices of the role. Through a lecture, discussion, and collaborative activities, Pohl described the qualities of a successful product manager and outlined long-term career options for participants, who walked away with actionable insights for their careers.

These Kilts Center initiatives, and many others, reflect the transformative Chicago Approach to marketing and strengthen the marketing community at Booth.

Jean-Pierre Dubé
Faculty Director, Kilts Center for Marketing
Sigmund E. Edelstone Professor of Marketing, Chicago Booth

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