Annie Young-Scrivner, President of Starbucks Canada, pointed to a picture of a muffin. She explained: “If you look at that muffin, you may say it’s a blueberry muffin.” Certainly, many students in the auditorium had this very thought. “But that muffin has black beans. And it’s delicious. If you’re Chinese.”
First offered in the spring of 2012, Strategic Marketing Leadership sets a wide-angle lens on the many challenges faced by business leaders. From juggling local and global consumer expectation, to handling big data, the course offers a “C-suite perspective,” according to instructor Arun Sinha, Senior Faculty Fellow and Executive-in-Residence at the Yale Center for Customer Insights.
CEOs don’t really want to hear about brands and branding—that’s what marketers do and love to do.
"There is now, more than ever, emphasis on marketers having a general management perspective,” advised Thomas Seclow, a consultant with Spencer Stuart, in a lecture to the class. “CEOs don’t really want to hear about brands and branding—that’s what marketers do and love to do. CEOs want to hear about general management.”
With classes like Strategic Marketing Leadership, one of seven in Yale’s new integrated curriculum, SOM is preparing students for these new expectations; equally, it is setting students up to define them.
Sinha co-teaches the class with Ravi Dhar, George Rogers Clark Professor of Management and Marketing and Director of YCCI. The video below offers select marketing insights. See our YouTube channel for more videos and full-length lectures.