Marketing Science Intensive: How to Build Marketing Capabilities


Marketing Science Intensive featuring Neil Morgan, Indiana University



Pre event - February 25: Pre reads and preparation exercises sent out to attendees one week before the event.

12:45 p.m. Workshop room opens
1:00 – 1:15 Kickoff and Introduction
1:15 – 2:15 Presentation, discussion, and hands on exercises
2:15 – 2:30 Questions, takeaways, and wrap up
2:30 Session ends. Post event Q&A


Neil A. Morgan

Indiana University

View Bio

Neil A. Morgan

Neil A. Morgan is a Professor and PetSmart Distinguished Chair of Marketing at Indiana University’s Kelley School of Business.  He has previously held faculty positions at UNC’s Kenan-Flagler Business School, Cambridge University’s Judge Business School, and Cardiff University’s Cardiff Business School, and been a visiting professor at the University of Michigan's Ross School of Business.  He received his Ph.D. in Business Administration from the University of Wales.  His research interests span marketing and strategic management issues but mainly focus on marketing strategy implementation and linkages between marketing-related resources and capabilities and firm performance.  His work has been published in numerous journals including: Journal of Marketing, Marketing Science, Strategic Management Journal, Journal of Operations Management, Decision Sciences, International Journal of Research in Marketing, and Journal of the Academy of Marketing Science.  His research has been widely recognized, including: AMA Global Marketing SIG “Excellence in Global Marketing Research Award” (2013); Emerald “Citation of Excellence” Award (2013); and Finalist Journal of Marketing Harold H. Maynard Award (2013, 2015 and 2016) and MSI/Root Award (2015).

His current research projects focus on marketing performance assessment, the role of the CMO and marketing department, marketing’s role in enhancing efficiency, and brand management and CRM capabilities.

Neil serves as Co-Editor of Journal of Marketing (2017-date) and Associate Editor of Journal of the Academy of Marketing Science (2015-date).  He also serves as a member of numerous other editorial boards including: Journal of International Business Studies, International Journal of Research in Marketing, and Journal of International Marketing.  


What is a Marketing Science Intensive?
The Marketing Science Intensives Program enables you to build your knowledge portfolio and learn techniques you can apply to your business today, using MSI’s trusted platform of leading academics and top marketers. Over the course of a year, the stackable learning experiences will deliver a foundational understanding of the most exciting topics in marketing today. In each Intensive, a top academic will present new research-generated knowledge on an important topic in consumer behaviour, marketing analytics, or marketing strategy, offering breakthrough insights and practical applications for marketers.

What can you expect?
With a limited number of seats, attendees are expected to be active participants in the workshop. The virtual working environment enables participants to raise questions and share insights with others from industry-leading companies and the format will include interactive exercises throughout. Designed to provide deep learning with real job relevance, attendees will receive pre-reads and assignments one week ahead of the workshop to prepare for the discussion.

Who should attend?
All workshops are designed to be relevant across industries and company roles and to accommodate varying levels of expertise in qualitative and quantitative approaches. MSI Intensives are available exclusively and at no cost to MSI members by logging in with a company email address. Space is limited.

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