Kellogg School of Management, Northwestern University
Phone: +370 5 2123960
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).
Customer Value Analytics is about turning customer data into insights, into decisions, into business value. Overall, the course is designed to provide students with a foundation on how to measure and manage customer value to increase profitable growth – and how to raise company’s customer value accountability to a higher level. The relevance of any marketing organization depends on its ability to systematically manage customer value, and the best marketers aspire to make this happen. From a leadership vantage point, there’s a lot riding on marketing’s ability to make a shift from product orientation to market and customer value orientation, because reactive and purely tactical marketing doesn’t exercise much impact.
This course covers some of the key ideas for customer value analysis and analytics. The approach taken throughout the course hinges on three questions:
During this course, you will:
Aim of the course:
Businesses are facing a perfect storm at the intersection of climate change, energy crisis, resource scarcity, and economic restructuring. With increasing demands for societal contribution, business-as-usual is no longer an option.
As is often the case, new risks create new opportunities. Managers that approach the risks through innovative and non-incremental thinking will come up with the solutions that help meet the needs of society while delivering returns to shareholders. For that, it is critical to reassess traditional strategies and learn to question some of the linear business model fundamentals.
Students will analyze the drivers, triggers, and economic thinking in each of the abovementioned strategy domains, and (importantly!), managerial mind shifts needed to move towards higher levels of sustainability.
While conceptually rigorous, this course aims to be solutions driven, providing both academically sound and practically applicable insights. Using cases, industry speakers, short quizzes, and a group project, students will sharpen their ability to critically debate complex and systemic sustainable strategy formation issues from an informed position.