lecturer-phone-number: +370 5 2123960
lecturer-email: *protected email*
Kristina has been heading ISM Marketing Strategy and Management program (leading to a Master of Management degree) since year 2000, also serving as a Senior lecturer of Marketing. Kristina holds MBA degree with concentration in marketing and strategy from Kellogg School of Management at Northwestern University, Master of Arts degree in Economics with concentration in Finance from Central European University & University of the State of New York, and Master of Science degree in Applied Mathematics from Kaunas University of Technology. She has been developing her competencies at leading U.S., Asian and European business schools (including Wharton Business School, Harvard Business School, University of Chicago Booth School, Fudan University, Singapore Management University, Copenhagen Business School), and has delivered lectures and conference speeches in 14 countries. Kristina’s pre-ISM experience includes brand management at Procter and Gamble Baltics, Poland and Belarus. She has also accumulated 15 years of expertise as marketing and business consultant to domestic and international corporations Kristina serves on editorial advisory board of “Baltic Journal of Management” (Emerald Publishing), is a member of American Marketing Association (AMA), Strategic Management Society (SMS) and Academy of International Business (AIB).
Goal of the course
Overall, the course is designed to provide students with a foundation on how to measure and manage marketing performance to increase profitable growth – and how to raise company’s marketing accountability to a higher level. The relevance of any marketing organization depends on its ability to shift from operational orientation to a strategic one, and the best marketers aspire to help their organizations make this transition. Making this shift is imperative for marketing to change its perception as a ‘tolerated’ expense to that of a valued revenue generator. From a leadership vantage point, there’s a lot riding on marketing’s ability to make this shift, because reactive and purely tactical marketing doesn’t enjoy much influence. This course provides an introduction to marketing analytics and marketing metrics – some of the most important tools for making marketing accountable and strategic. The approach taken throughout the course hinges on three questions:
Upon completion of this course, successful students will: