Professor Blaine Branchik
Blaine Branchik enjoyed the fast-paced world of Silicon Valley where he oversaw product launches of some of the most innovative technology around for companies like IBM, Siemens and Oracle. But after nearly two decades, he decided he wanted to make an impact on the business world by educating future leaders and conducting market research.
Branchik, associate professor of marketing in the Department of Marketing and Adverting, teaches both undergraduate students and MBA candidates. In one of his graduate-level courses, Managing Customers and Markets, he introduces MBA candidates to the concepts of strategic marketing.
"Marketing is where the rubber meets the road; if you don't generate revenue, you don't have a business," said Branchik. "My goal is to help business students gain an understanding of marketing in the real world."
Combining case analyses with current business news sources like Business Week and the New York Times, Branchik gives his students many opportunities to roll up their sleeves and dig deep into marketing approaches.
"The MBA degree is an applied degree, so it should simulate real-world business challenges," said Branchik. "Most of the students aren't marketing students. But taking the marketing course adds that dimension for really understanding the importance of marketing strategy in their business education."
In addition to case analyses, the professor challenges students to present the full market strategy for a real company. The strategy must first consider the target market, which is the consumers or businesses that you sell products or services to, explains Branchik. The second is the marketing mix, which includes the product, place, promotion and price. In other words, the students must research the target market and figure out how their firm sells the right product or service at the right time in the right place and for the right price - a feat easier said than done!
"This process gives students an intensive look at how market strategy is researched, created and executed for a real firm," says Branchik. "It also gives them exposure they might not have had to marketing within a firm. It gives the students the ability to really understand and articulate a quality marketing strategy."
With the right combination of hands-on learning based on real-world examples from modern business practices, Quinnipiac MBA students are well prepared for marketing in today's business world.
"The way I relate to my students is influenced by my experience," said Branchik. "I try to conduct my classes and treat my students as business professionals. My goal is to create critical-thinking, logical, successful business people."
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