Marketing Essentials: Customer-Centric Strategies

Dr. Gary Ottley, a Full-Time Lecturer in Marketing at Babson College since 2008, brings a rich blend of academic expertise and industry experience to his role. With a background in marketing consulting spanning 12 years before joining academia, Dr. Ottley managed large marketing projects and strategic initiatives for Fortune 500 companies and entrepreneurial ventures. As a Fulbright International Exchange Scholar, he brings a global perspective to his teaching. At Babson, he teaches core marketing courses and electives at both undergraduate and MBA levels, in various formats including full-time, part-time, and blended programs. Dr. Ottley's research interests focus on socially-conscious marketing and the role of marketing in addressing societal issues, with publications in the Journal of Marketing Education and SAM Advanced Management Journal. He has developed numerous executive education programs and co-authored case studies on marketing and branding in entrepreneurial ventures. At Babson, Dr. Ottley teaches "Marketing Fundamentals: Who Is Your Customer?" and contributes to the "Business Principles and Entrepreneurial Thought" XSeries and the "Marketing Strategy" Professional Certificate program. His approach combines academic rigor with practical insights, preparing students to navigate the complex landscape of modern marketing while considering its broader societal impact.

Dr. Anjali S. Bal, an Associate Professor of Marketing and Babson Presidential Scholar at Babson College, brings a unique blend of academic expertise and industry insights to her role. With a Ph.D. from Simon Fraser University and an MBA from Rotterdam School of Management, Dr. Bal specializes in arts and entertainment marketing, sports marketing, and the intersection of DEIA in these markets. Her research, published in prestigious journals like the European Journal of Marketing and Journal of Advertising Research, reflects her innovative approach to marketing education. An award-winning educator, Dr. Bal has received accolades including the Babson Pride Award (2020) and Martin Luther King Jr. Leadership Award (2022). At Babson, she teaches "Marketing Fundamentals: Who Is Your Customer?" and contributes to key programs like the "Business Principles and Entrepreneurial Thought" XSeries and the "Marketing Strategy" Professional Certificate. Dr. Bal's work extends beyond the classroom, as she frequently comments on marketing topics for major media outlets and advocates strongly for Diversity, Equity, Inclusion, and Accessibility in higher education and marketing practices. Her approach combines academic rigor with real-world relevance, preparing students for the complex landscape of modern marketing while emphasizing the importance of diversity and inclusion in business practices.