World’s Best B-School Professors: Scott Galloway
Stern School of Business
Claim to Fame: Marketing expert
University of California, Berkeley, MBA
University of California, Los Angeles, BA, Economics
At Stern Since: 2002
Before Stern: Founder of Red Envelope & Prophet Brand Strategy
Fun Fact: Believes consistency is key; people do not like surprises.
If I wasn’t teaching, my dream job would be: Self-help guru, screenwriter, fireman, Broadway dancer or Navy Seal (there’s still time).
Best part of the job: Feel as if, some days, I am making a difference.
Worst part of the job: Frustrated I can’t break through to true greatness in classroom (lecture)–nagging fear I’ll never get there.
As a successful digital marketing expert, entrepreneur, and self-described “person who has been doing marketing my whole life,” Stern marketing professor Scott Galloway admits there were a lot of things he wished would have gone viral on the web, but didn’t. It wasn’t until he had a not-so friendly encounter with a Stern MBA that he was able to pinpoint the exact formula needed for this mystical event to occur.
Promptly being tossed out after showing up to Galloway’s lecture an hour late, a displeased student chose to share his point of view via email. Galloway didn’t realize it when he sat down to type his reply, but his response—straightforward, witty, and viciously honest—was also inherently viral.
After teaching the student an unforgettable lesson of “get your ‘you-know-what together’,” Galloway’s response sparked 11 million web views and news coverage by national media. Galloway had not only hit the jackpot formula for viral marketing, but he’d produced a real life example that could be used as a pedagogical tool in his MBA classes (click here to listen to Galloway’s story about how his encounter with a disgruntled student went viral).
At Stern, Professor Galloway teaches second year MBA students about brand strategy, digital marketing, and luxury marketing. His teaching is rooted in years of experience as a marketing practitioner and entrepreneur. Galloway’s niche in the field is digital marketing with his most influential contribution being the Digital IQ index, an assessment and ranking of more than 700 luxury brands on the basis of mobile, social media, and digital marketing. In 2010 he founded L2 a think tank for luxury brands including Chanel and Coach.
“The combination of Professor Galloway’s background in brand strategy and entrepreneurship, and his unique teaching style, makes his classes among the most popular marketing courses at Stern. I consider him a mentor, a guide and an amazingly bright person I wish to become one day.” — Asel Moldakhmetova – Stern 2012
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