Ten Principles for Teaching Technology-Intensive Marketing Strategy to Today’s Students
In this session, Professors Gary Armstrong and Sridhar Balasubramanian who - along with Philip Kotler, co-author Pearson’s best-selling marketing textbooks - cover 10 principles that instructors can use to teach technology-intensive marketing strategy.
Gary Armstrong, PhD & Sridhar Balasubramanian, University of North Carolina
Technology continues to rapidly change the theory and practice of marketing. And students today are highly aware of the existing capabilities and future potential of technology, sometimes to a greater extent than instructors themselves. These colliding realities make teaching marketing in today’s technology-intensive environment a real challenge. Instuctors are often pulled between the traditional principles of marketing and the new and emerging possibilities offered by technology; between teaching enduring principles and what is the latest and the greatest; and between communicating their well-tested knowledge of marketing and building and teaching new bodies of knowledge. The fact that modern students are “digital natives” makes this even more difficult.
In this session, Professors Gary Armstrong and Sridhar Balasubramanian (“Dr. B”)—who, along with Philip Kotler, co-author Pearson’s best-selling marketing textbooks—cover 10 useful and usable principles that instructors can employ to teach technology-intensive marketing strategy. The principles can be applied to design any marketing class or session in a way that engages today’s students and results in enduring learning.
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About the speakers
Gary Armstrong, PhD, University of North Carolina
Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and master’s degrees in business from Wayne State University in Detroit, and he received his PhD in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy.
But Professor Armstrong’s first love has always been teaching. His long-held Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler’s undergraduate program. His administrative posts have included Chair of Marketing, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and many others. Through the years, he has worked closely with business student groups and has received several UNC campuswide and Business School teaching awards. He is the only repeat recipient of the school’s highly regarded Award for Excellence in Undergraduate Teaching, which he received 3 times. Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed by the 16-campus University of North Carolina system.
Sridhar Balasubramanian, PhD, University of North Carolina
Sridhar Balasubramanian is the Roy & Alice H. Richards Bicentennial Distinguished Scholar, Professor of Marketing, and Marketing Concentration Chair at the University of North Carolina at Chapel Hill’s Kenan-Flagler Business School. He holds a Bachelor of Technology (Honors) degree from the Indian Institute of Technology (Kharagpur), an MBA from the Indian Institute of Management (Bangalore) and MA, M.Phil and PhD degrees from Yale University. Leading business education publication Poets&Quants ranked him 1 of the “Top 50 Business Professors” in the world.
Professor Balasubramanian, commonly referred to as “Dr. B”, is an award-winning researcher, teacher, and academic administrator. He has served as Senior Associate Dean for MBA programs at UNC-CH. His research and teaching interests are in the areas of market strategy and technology strategy, innovation and growth strategy, customer focus, globalization and sustainability, and managing competition. He also specializes in bringing tools and concepts related to innovation, market focus and customer focus into other functional areas, including the management of human resources. He has published pioneering, award-winning research on the impact of the internet, other technology-intensive channels, and social media on marketing. His research has been cited more than 11,750 times on Google Scholar.
Professor Balasubramanian also excels in teaching. He has won best teacher awards 8 times across different programs at UNC and was awarded the Kenan-Flagler Weatherspoon award for distinguished PhD teaching. He specializes in “toolkit-based teaching,” transforming cutting-edge knowledge into useful and usable toolkits that can be applied the next day. He also engages extensively with the corporate world and has worked with more than 50 organizations spread across North America, South America, Africa, Asia and Europe.