COURSE NUMBER: EWMBA 267.12

COURSE TITLE: Business and Technology Marketing

UNITS OF CREDIT: 3 units

INSTRUCTOR: Lynn Upshaw

COURSE WEBSITE: bCourses

PREREQUISITE(S): EWMBA206 Marketing Organization & Management

REQUIRED READING: No textbook; reading assignments will include contemporary cases, topical articles, and relevant online sites.

CAREER FIELD: The course is most relevant for those in (or hoping to get into) marketing, sales, product management, marketing communications, and related fields – or for those just looking to expand their marketing horizons. My past courses have regularly attracted students with engineering and finance backgrounds as well.

COURSE DESCRIPTION:
The US business-to-business marketplace in 2015 was estimated to be more than $9 trillion, or roughly half of the country’s GDP. In a few years, the ecommerce segment alone of US B2B business will top $1 trillion (Forrester). And yet, B2B marketing is often seen as significantly less sophisticated and less interesting than its B2C counterparts.

The primary goal of this course will be to begin to reverse those views by graduating MBAs who know how to make B2B marketing relentlessly customer-centric, inherently exciting, and – most importantly – more sales-effective than it has been in the past.

COURSE COMPONENTS
This course will focus on B2B marketing, primarily in technology companies. It will also include comparisons to some non-tech companies and reference B2C companies whose marketing techniques are directly applicable to B2B marketing programs. The course will include the following elements:

An overall focus on customer centricity, including through the use of customer relationship management in various forms;
An opportunity to participate in a real-world consulting engagement: with a leading B2B/tech company, providing critical marketing and sales recommendations which could very well be adopted by our client in future business efforts;
Exploratory discussions and interactive exercises surrounding real-time B2B and technology events;
Multiple guest speakers who are accomplished in their fields, including from such companies as Agilent, Bio-Rad, Cisco, Marketo.
For those students looking to make a career change, the course will also address career change challenges, and Lynn Upshaw will personally counsel interested students on their options.
Contemporary cases, topical articles, and relevant blogs will be used as reading assignments.
Finally, students will also be given an opportunity to partly customize their course to best fit their particular needs.

With all of the above features, the Business and Technology Marketing course is designed to significantly add to the business repertoire of those EWMBA students who choose it as one of their Fall 2016 electives.

INSTRUCTOR BIOGRAPHICAL SKETCH
Lynn Upshaw is a recognized authority on strategic marketing, the principal of the Upshaw Marketing consultancy, and a member of the marketing professional faculty at Haas for the past 16 years. Lynn has guided well over 2,000 MBA candidates through the intricacies of B2B and B2C marketing, and has counseled dozens of students regarding their careers and their entrepreneurial ventures. He has been a recipient of the Earl F. Cheit award for teaching excellence and his student ratings in EWMBA programs consistently have been among the highest among his peers. He is also the former Faculty Director for the Berkeley Executive Leadership Program, the Hong Kong City University Global Leadership Program, the Berkeley-Nanyang Advanced Management Program and the Shanghai University Executive Development Program at the UC-Berkeley Center for Executive Education. He was also one of the charter members of the Berkeley-Haas Professional Faculty Committee on Teaching (P-Fact).

Consulting and Workshop Experience
In his consulting, Lynn Upshaw helps corporate clients build marketing plans and strategic brand platforms, assesses and manages brand equity research, counsels managers and senior executives on building comprehensive marketing programs, leads marketing training, and conducts strategic planning workshops. His consulting and workshop clients have included such B2B/C and technology companies as Bio-Rad Laboratories, BEA Systems, BlackRock/iShares, Coverity Inc., DTS Digital Cinema, Health Net Inc., Kaiser Permanente, NEC Corporation, PayPal/eBay, Plantronics, R.H. Donnelley, SBC Communications (now AT&T), Sony Corp., SunPower Corp., TriNet HR Corp., Wind River Systems, WellPoint Health Networks, and 3Com Corp., among others.

Thought Leadership
Lynn has written numerous articles for such publications as Advertising Age,
Brandweek, The Peking University Business Review (PRC), brandchannel.com,
The Journal of Brand Management (UK), marketingprofs.com, Advertising Express (India), and The Journal of Integrated Marketing Communications.

He has also authored or co-authored three highly regarded books on marketing strategy and a new marketing case:

Building Brand Identity: A Strategy for Success in a Hostile Marketplace (John Wiley& Sons, 1995), which has been listed by Amazon.com as one of the ten most popular books on brand building;
The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value (also from Wiley, 2000), co-authored with Earl Taylor, which was awarded the 2001 WPP Worldwide Atticus Grand Prix Award; and
Truth: The New Rules for Marketing in a Skeptical World, (Amacom, 2007), described by marketing scholar Philip Kotler as a “blueprint for winning marketing performance in an age of transparency.
Thrive or Revive? The Kaiser Permanente “Thrive” Marketing Programs, co-authored with Kristiana Raube, Haas School of Business Case (2014)

Additional
Lynn has also been the keynote or featured speaker at industry and client conferences throughout North America, and in Europe, Asia, South America, and India. He has created and facilitated dozens of marketing and strategic planning workshops covering a wide variety of subjects. Lynn has served, on the advisory boards of brandchannel.com, The CMO Council “Brand Protection” Program, Thunder Factory Marketing, Inc., MindPath Interactive Media, Benchmark Metrics, Inc., UC-Berkeley Extension/Marketing Group, Gliding Eagle Wine, and the Presidio School of Management. Lynn received his bachelor’s and master’s degrees from Northwestern University. He lives with his wife, Susan, and their family in Marin County, CA.