Ashish Sood

teaching

PhilisophY- "Ichi-go Ichi-e"

This Japanese term succinctly captures my teaching philosophy. Roughly translated, the phrase means "one time, one meeting" or "one encounter; one opportunity." I learnt this concept from my Sensei (teacher) in my daily classes at Taido, a modern form of Karate. In the context of teaching, Ichi-go ichi-e is a reminder that each class session is unique for it will never happen again. If we give each session our best, we can make a difference in the lives of the students.

I strive to share the excitement and joy of learning that I personally derive from my subject with my class. I believe that good teaching bridges the gap between theory and practice and helps students acquire critical analytical and thinking skills. My teaching method also varies with the audience. At the BBA level, I build excitement for the subject through examples. In MBA classes, I blend latest research thinking with real world issues e.g. use of quantitative tools like functional analysis, marketing analytics, and econometrics to address relevant managerial challenges.

Yet, a more important goal I set for myself is to create conditions where students are encouraged to develop an inquisitive mind and make every effort to give each moment their best. Over the years, steady increase in both student ratings and enrolments for my classes and unsolicited feedback from old students serve as indicators of success in my endeavors, which greatly motivate me to continue to give my best. 

 

INTERESTS

  • Marketing Strategy, Innovation strategy, Introduction to Marketing, Social Media Marketing

 

EXPERIENCE

  • BBA Program (Marketing Strategy, Introduction to Marketing, B2B Marketing)
  • MBA Program (Full Time and Evening) (Marketing Strategy)
  • Doctoral Education (Marketing Pro-Seminar On Special Topics)
  • Executive Education (Coke)
  • “Using Market Research on UGC To Guide Strategy,” Marketing Research & Information Systems, Prof. AK Jaiswal, IIM Ahmedabad, Jul 2011

  • “Technological Innovation and Market Pioneering,” Marketing Innovation, Prof. Stefan Stremersch, 2007

teaching award

  • Excellence in Teaching Award 2004 - 2005, Marshall School of Business

     

business Cases

  • Sood, Ashish (2011), “Channel Strategy at Kinetic Muscles Inc,” a medical technology company that designs, manufactures and markets a next-generation family of robotic therapy products
    - This case was prepared by Carol Gee, and Evening MBA students Ravi Kakaria and Ankur Vij as a directed study project.

- Teaching Note available

Media coverage of business project done by students:

PROJECTS

Each year, we have different class projects that allow you to apply the concepts to a real world application. Some of the past projects include:

  • Developing and Launching Successful Service Innovations
  • Branding Consultancy Project
  • Go-To-Market Strategy Project for AT&T Consumer & Mobility Group


GUEST LECTURES

Some of the guest lecturers, and the topics, in the past include:

  • Chip Gross, New Product Concepts Marketing Manager, UPS, Atlanta, “The Innovation Challenge”, 2005
  • Michael D. Simpson, Director Marketing, Kellogg’s, “Marketing Strategy and Positioning”, 2005
  • Ron Geraneo, Senior Partner, Lockwood Associates, “Challenges to Adoption of Technological Innovations – Case Study of the Dental Implants Industry” 2005
  • Daniela Campari-Hand, Global Brand Marketing Director, The Coca-Cola Company, “Innovation Portfolio Management - A Tool For Transformation,” 2006
  • Mike Sumner & Angie Berlin, Product Marketing, Kodak, “Marketing Strategies in Highly Competitive Markets,” 2008
  • Daniela Campari-Hand, Global Brand Marketing Director, The Coca-Cola Company, “Building Powerful Brands For The Future using Experiential Mapping,” 2009
  • Sandy Varma, Vice President, Indirect Wireless Operations, AT&T Mobility, “Disciplines of a Industry Leader,” 2009