Strategic Marketing Essentials 

Spring 2018
Cost: $3,495* covers all course materials and a light dinner, served from 5:30 to 6 p.m.

* A 20 percent discount will be given to companies that enroll two or more employees.
Enrollment is limited to the first 28 registrants.
* A 10 percent discount will be given to TCU staff/faculty/alumni, U.S. veterans, 501c3 non-profit organizations and government employees.

The Strategic Marketing Essentials program is more than the fundamentals of marketing – it focuses on the importance of building a strong brand, creating strategic, targeted campaigns based on customer insights and developing the knowledge to execute the right marketing strategy for your organization and customers. Program participants will attend a series of sessions to explore today’s relevant marketing theories, concepts and cases. Participants will then actively apply these concepts to practical business situations through a marketing simulation.

Who Should Attend?

This program is ideal for individuals who have recently moved in to a position with responsibility in areas such as services, product development, sales and sales management, advertising, promotion, brand building, pricing, and strategic planning.

Middle managers, engineers and health care managers with marketing responsibilities, small business owners, and professionals interested in developing an understanding of marketing practice.

What You Will Learn

An understanding of branding, customer relationship management and strategic planning and how key marketing trends are influencing your organization’s everyday decisions.


  • Customer Relationship Management
  • Building a Strong Brand
  • The Power of Persuasion
  • Gathering and Understanding Customer Insights
  • Innovation and Design Thinking
  • Redesigning the Customer Experience
  • Digital and Social Media Marketing
  • Understanding how to Market Globally and Internationally
  • Marketing Strategy Planning and Execution

Program Schedule

Session Date Topic Instructor
1 TBD Introduction – Building a Strong Brand Dr. Robert Leone
2 TBD Persuasion: Influencing Co-workers & Customers I Dr. Zach Hall
3 TBD Persuasion: Influencing Co-workers & Customers II Dr. Zach Hall
4 TBD Customer Relationship Management Dr. Chris White
5 TBD Innovation and Design Thinking Dr. Stacy Grau
6 TBD Gathering Customer Insights Dr. Eric Yorkston
7 TBD Digital & Social Media Marketing Dr. Stacy Grau
8 TBD Global/International Dr. Bill Moncrief
9 TBD Redesigning the Customer Experience Dr. Eric Yorkston
10 TBD Marketing Strategy Planning and Execution Dr. Bill Cron

Faculty Leaders

Stacy Landreth Grau
Professor of Marketing Practice

An expert in design thinking, Dr. Grau leads the TCU Neeley School’s design thinking initiative after studying it at Stanford. Utilizing several years of professional experience in advertising, branding and consulting, Dr. Grau teaches marketing communication, digital marketing, customer insights, design thinking and creative problem solving at TCU. Her research areas include gender and source effects in communication and advertising, cause-related marketing and initiatives, and social media strategies. She consults with several organizations with an emphasis on strategic brand planning and implementation for social enterprises and nonprofit organizations. She holds a BA in journalism from the University of Louisiana-Lafayette, and MS in marketing and PhD from Louisiana State University. She has been honored with several teaching awards at TCU. 

Zach Hall, PhD
Assistant Professor of Marketing

Dr. Hall specializes in improving performance of the salesforce. He has more than 10 years of experience in sales and marketing, as well as consulting and researching for Fortune 500 companies in energy, retail, B2B and manufacturing on how to improve their sales process, customer relationship management, employee motivation and salesperson persuasion effectiveness. Dr. Hall was honored in 2015 and 2016 with the Excellence in Research Award by the American Marketing Association, an honor given to the most impactful research on the sales discipline. His research is highlighted in marketing’s premier publication, Journal of Marketing. He holds a BBA from Texas A&M University, MBA and MSBA in Finance from Texas Tech University, and PhD from the University of Houston.

Robert P. Leone, Ph.D.
J. Vaughn and Evelyne H. Wilson Chair in Marketing

Dr. Leone is a respected expert in marketing management and strategy, branding and brand management, marketing research and customer relationship management. His most recent research, “Who’s Your Most Valuable Salesperson?” was published in Harvard Business Review. Numerous other research articles by Dr. Leone have been published in prestigious marketing journals. He teaches at the undergraduate and MBA levels and has received several teaching awards, including the TCU Dean’s Research and Creativity Award. An active consultant, Dr. Leone has worked for a range of domestic and global companies including Alliance Data Systems, Eli Lilly, Limited, Mary Kay Cosmetics, Procter and Gamble, Samsung and Sears. He is a frequent speaker at conferences sponsored by the American Marketing Association and the Marketing Science Institute. He holds a BA and MBA from the University of Texas at Arlington and PhD from Purdue University

William Moncrief, PhD
Professor of Marketing

Dr. Moncrief holds the Charles F and Alann P Bedford Professor of International Business chair and is a professor of marketing with research focuses on sales management and international marketing. He has been recognized by the American Marketing Association with a Lifetime Achievement Award and has authored key publications including Selling Activities & Sales Position Taxonomies in the Journal of Marketing Research.

Eric Yorkston, PhD
Associate Professor of Marketing

Dr. Yorkston is an expert on branding, product development, consumer psychology, consumer behavior, and global influences on consumption. He has lead study trips to Japan, Chile, Mexico, Cuba and Peru. His research on branding has been featured in numerous academic journals including Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research and Journal of Advertising, as well as The New Yorker. He teaches both MBA students and executives at TCU, and has taught students and executives at the University of Hawaii, University of Southern California and University of California at San Diego. He holds a BA from the University of Colorado, MBA from Rutgers University, and MPhil and PhD from New York University.

William Cron, PhD
J. Vaughn and Evelyne H. Wilson Professor in Marketing

Dr. Cron has been honored with the Lifetime Achievement Award by the American Marketing Association. His research articles have been published in numerous distinguished academic journals. He presents at seminars around the globe and has co-authored two textbooks: Sales Management: Concepts and Cases and Selling: Building Relationships and Achieving Results. He has also received several awards for teaching. His areas of expertise focus on the health care industry: distribution and marketing of medical supplies and equipment, marketing strategy, planning for growth and profits, sales management issues and wholesaling management issues. His work experience includes Procter & Gamble, Dreamline Furniture Corp., Park Plaza Medical and Midmark Corporation. He serves on the board of directors for the American Marketing Association and chair of the audit and finance committee, and is past president of the Academic Council of the American Marketing Association. He has also served on several corporate boards. He holds a BSBA from Xavier University and DBA and MBA from Indiana University.


Please contact:

Kalyn McKittrick

Director of Marketing and Engagement