Developing and Managing Your School's Brand
December 11, 2015 | Webinar
What is a brand? What constitutes an effective school brand? How should your school invest in your school brand? Join us for a thought-provoking conversation with premier brand strategist, Gerald Smith. Associate Professor at Boston College’s Carroll School of Management, and long-time friend of the Roche Center, Dr. Smith will facilitate an interactive webinar designed to focus your marketing efforts and uplift the brand of your Catholic school.
Presenter: Gerald Smith
Dr. Gerald Smith is a business professor and former chair of the Marketing faculty at Boston College in the Carroll School of Management where he leads the MBA Product and Brand Management Specialization, and the Brand Management Partners Program. An award winning teacher, he teaches Strategic Brand Management, Strategic Pricing Management, and the core Marketing Management course. He has been featured in leading executive programs, including the Wharton School, DukeCE, Columbia University, Boston University, and Suffolk University, and was an early thought leader with the Strategic Pricing Group, Inc., now part of Monitor-Deloitte. He has long been an adviser in brand management and pricing to firms in a variety of industries--consumer packaged goods, health care, agribusiness, energy and power generation, automotive, semiconductors and electronics, lodging and food service, wholesale distribution, financial services, and others.
His latest book, The Opt-Out Effect: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty, published by FT Press/Pearson, is forthcoming in December 2015. He also edited Visionary Pricing (Emerald Press, 2012), and was an original contributor to Prentice Hall’s best-selling The Strategy and Tactics of Pricing (now in its 5th edition). His research on value-based marketing, brand communication strategy, and pricing has been cited in popular press outlets such as The Wall Street Journal, The Christian Science Monitor, The Boston Globe, Across the Board, and others. His research has been published in leading marketing journals, including Journal of the Academy of Marketing Science, California Management Review, Sloan Management Review, Marketing Research, Marketing Management, Pricing Strategy & Practice, Journal of Retailing, Public Administration Review, Psychology & Marketing, and others. He is the recipient of various research awards, including best paper awards from the American Marketing Association and the Academy of Marketing Science.
He has served on the national advisory board of the Pricing Institute of the Institute for International Research and on the editorial review boards of Marketing Management and Journal of Advertising Research. He received his doctorate from Boston University, M.B.A. from Harvard Business School, and B.A. from Brandeis University.
Joining the Webinar:
Date: Friday, December 11, 2015
Time: 11:00 am (EST)
To view a recording of the webinar, please click the link below:
*Please note the recording is not properly synced at the 45 minute mark, but all of the content is still available.
"To Survive, a Catholic School Retools for a Wealthier Market"
New York Times, Aug, 19, 2012
"What Can Public Schools Learn about Marketing from Charter and Private Schools?"
National School Public Relations Association
"We're All Marketers"
McKinsey Quarterly, July 2011
"Three Questions You Need to Ask About Your Brand"
Harvard Business Review, September 2002