Yesterday, UCLA Anderson School of Management Dean Judy Olian announced the appointment of marketing guru Jim Stengel, former global marketing officer of Procter & Gamble and president of Jim Stengel, LLC, as an adjunct marketing professor at the school.
A statement heralding the news explains that Stengel will teach a course in brand marketing beginning in the 2009-2010 academic year, combining traditional brand management concepts with a new marketing framework outlined in his forthcoming book, Packaged Good. The concepts focus on an ideals-based approach to marketing, where marketing inspires people’s lives and life inspires marketing.
“Jim Stengel’s appointment at UCLA Anderson is not just a win for the school; it’s a win for academia,” said Dean Olian. “Jim is one of the most innovative, thoughtful and visible marketing practitioners in the world. His deep knowledge and experiences will provide an exciting opportunity for our students to learn from a marketing leader who has transformed some of the world’s most visible brands, and his collaborative work with our faculty will enrich the field of marketing research.”
Stengel’s interaction with UCLA Anderson students began this year when he sponsored a case competition to create a marketing plan for his upcoming book, Packaged Good.
Eight student teams were selected to participate in the competition, where they presented a panel of judges with marketing proposals based on concepts outlined in the book, including ways to use new media, web strategies, social community and public relations events to conduct successful communications campaigns in today’s web-based global community.
The winning team received a cash prize and a celebration dinner with Mr. Stengel and the judges.
(photo credit: UCLA Anderson School of Management)
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