Aligning Global Marketing & Brand Strategy

Date: TBD
Location: TBD
Program Fee: TBD
Includes instruction, most meals, course materials & Immersive Executive Experience. Contact us for partnership & group pricing options.

Continuing Education Units (CEUs): 2.0 CEUs
CEUs provide a permanent record of the professional development training and non-credit enhancement activities of working executives who wish to stay current in global business. One CEU is equivalent to 10 contact hours of time spent at a qualified instruction site.

Home / Executive Education / In-Person Programs / Aligning Global Marketing & Brand Strategy

When your marketplace is global, your marketing skill set needs to be global, too.

Discover the hidden value that effective strategy can play in your organization and maximize your influence and leadership by developing the skills and confidence to establish strategic alignment in all phases of your company’s activities.

  • Be immersed in an “environment of discovery” where you will rethink your role and impact among colleagues, customers and key stakeholders.
  • Create an elegant framework to improve your business through exploration of research, in-depth discussion and analysis of short, market-relevant case studies.
  • Gain techniques to align your business, marketing and brand strategies.
  • Become courageous outside your comfort zone and ready to bridge the gap between functional silos.
  • Add immediate value to your business with insight into the nuances of leading within specific cultures, based on your own experiences and GLOBE research—a 20-year study of leadership behaviors across 62 societies.
Program Details
Location Tempe, Arizona
Date(s) March 3 - 8, 2018
Program Fee* USD $ 6,950
Continuing Education Units (CEUs)** 2.0 CEUs

*Includes meals and course materials.

**CEUs provide a permanent record of the professional development training and non-credit enhancement activities of working executives who wish to stay current in global business. One CEU is equivalent to 10 contact hours of time spent at a qualified instruction site. 

Note: Courses require a minimum number of registrants to run. Course dates and professors are subject to change.
After completing your first program, receive a 15% discount on all subsequent programs. Contact us for partnership & group pricing options.


Richard Ettenson, Ph.D

Richard Ettenson, Ph.D,. is Professor and Keickhefer Fellow of Global Marketing
and Brand Strategy, Global Business Faculty at the Thunderbird School of Global
Management. His areas of expertise include helping companies align their business,
marketing, and brand strategies to create value for customers, employees and
shareholders. He is also a senior partner in Type 2 Consulting, a NYC-based business
strategy and brand consultancy.

A multiple winner of Thunderbird’s “most valuable and effective professor” award,
Professor Ettenson has extensive MBA, executive education and consulting experience
and has delivered highly effective programs on five continents to MBAs and senior
executives from a wide range of world class global enterprises, including among
others, Intel, McDonalds, LG Electronics, ExxonMobil, Amway, Volvo, Textron,
PriceWaterhouseCoopers (PwC), Best Western, SABIC, Brasil Telecom. China Telecom,
Honeywell, Raytheon, Dow Chemical, BP, Volvo, Delta Airlines, Briggs & Stratton, Acer
Computers, and the Danone Group.

Professor Ettenson has published extensively and has produced nearly 100 articles,
book chapters, and international conference presentations. These include articles in the
leading management outlets such as Harvard Business Review, MIT Sloan Management
Review, The Wall Street Journal, Financial Times, Ad Age, as well as publications in top
tier academic journals such as Journal of Marketing, International Marketing Review,
Journal of Business, and Journal of Business Venturing. An entrepreneur who founded
a market research firm and three other start-ups (one of which he served as CEO), he
regularly consults with industry, helping companies increase the underlying value of their
businesses through the merging of their business, marketing and brand strategies. He
also has served on the editorial boards of the International Marketing Review, Journal
of Retailing, and Journal of Consumer Marketing. He currently serves on the Board of
Directors of Adaptive Technologies Inc.

Professor Ettenson has also served as a Senior Technical Advisor in the United Nations
Development Program (for Marketing) in China and has been an Invited Research Scholar
at the following institutions: The Institute for Economics and Forecasting, Russian
Academy of Sciences, Moscow; School of Management, Warsaw University, Poland;
Institute for Economics and Market Research, Hungarian Academy of Sciences, Budapest;
and the School of International Business, Nanjing University, China.

Prior to joining Thunderbird in 1999, Professor Ettenson served on the faculties of The
Graduate School of Business at the University of Chicago, The University of Maryland,
College Park, and Georgetown University. He also served as an Associate Professor and
Head of the Marketing Area in The School of Business at Bond University in Australia.
Professor Ettenson and his family are dual citizens of the U.S. and Australia and recently
he won a Gold Medal for basketball at the World Masters Games in Australia where his
team went undefeated.


Wolfgang Ulaga, Ph.D.

Wolfgang Ulaga, Ph.D

Wolfgang Ulaga is AT&T Professor of Services Leadership & Co-Executive Director, Center for Services Leadership at the W.P. Carey Business School, Arizona State University. He works with business-to-business firms, executives and students around the globe on improving their competencies and skills in Marketing and Sales of B2B Products, Services and Customer Solutions. His executive education and teaching activities focus on companies can (co) create value for (and with) B2B customers, capture value through better pricing, compete through service excellence and create outstanding customer experiences in professional services and industrial goods markets. For more than 20 years, he is a frequent keynote speaker and has consulted with companies in diverse industries and designed and delivered customized executive education programs for corporations in services markets such as energy, global logistics, recycling and waste treatment, retailing, or telecommunications and in industrial goods markets such as aerospace, capital equipment, cables, chemicals, industrial gases, or medical devices.

Wolfgang's research focuses on how B2B companies compete through value-based marketing, sales, and services. He investigates how firms implement service-growth strategies, manage the change from a product-centric to a service-savvy salesforce, design B2B service portfolios, capture more value through value pricing and value-based selling of products and services, and develop new service business models in emerging and mature markets.

Wolfgang's research has been published in leading academic and managerial publications including Harvard Business Review, Journal of Marketing, Journal of the Academy of Marketing Science (JAMS); Journal of Service Research, Journal of Business Research, Industrial Marketing Management, among others. Wolfgang has published multiple cases on customer value, service growth and business model innovation of firms, such as GE Healthcare India, Michelin Fleet Solutions, or Procter & Gamble, among others. 

He has won numerous awards and recognitions, e.g. the 2010 HEC Paris Best Teacher of the Year Award, the 2011 American Marketing Association's (AMA) Winter Educator's Conference Overall Best Paper Award, and The Case Center's Annual Awards for globally best-selling case in Marketing (2015 and 2016), Top 40 Best-Selling Case Authors (2016), and the Outstanding Case Writer Award (2016). In 2016, he received a Honorary Doctorate from Turku School of Economics, Finland.

Prior to joining ASU, he was on the full-time faculties at IMD Lausanne, HEC School of Management Paris, ESCP-EAP Paris, EDHEC Lille, and the University of Notre Dame, Indiana (Visiting Professor). Before starting his career in academia, he worked in Frankfurt and Paris as a consultant for DML & Associates, an international management consulting firm.

Wolfgang holds a PhD from the University of Paris 1, Pantheon-Sorbonne. He defended his Habilitation Thesis (HDR) at the University of Paris, Dauphine.


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Curriculum Highlights

  • Discover new ways to harness your knowledge and experience to improve your business and propel your career. 
  • Align your business, marketing and brand strategies to create new value for your organization. 
  • Utilize effective customer-centric thinking to uncover what customers really want. 
  • Explore the benefits of smart thinking to bridge the gap between marketing and finance. 
  • Analyze best practices through brief, contemporary case studies from across the globe. 
  • Transform your thinking and gain fresh, new perspectives that immediately enhance your capabilities. 
  • Take part in an innovative, immersive experience that will bring your learnings to life.
Immersive executive experience

Through hands-on, immersive activities, Thunderbird reveals how your classroom learnings translate to real-world business scenarios. Each of the four programs in this series features an onsite visit to a cutting-edge location where you will experience firsthand the profound and successful application of course concepts.