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Business Skills for PhDs in Academia and Beyond: The Science and Business of Brand Strategy

by GradFUTURES

Meeting Careers & Professional Development GradFUTURES Learning Cohort Industry Exploration Skill-Building

Thu, Nov 2, 2023

5 PM – 7 PM EDT (GMT-4)

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Instructor: Matt Johnson *13, PSY. Author, Branding That Means Business

At the core of every good business is an effective brand strategy. But what is a brand strategy, and how can this be developed?

 In this session, we'll address these questions through case studies, marketing science, and business theory. We'll also address the evolving role of a brand's strategy for both small businesses and large multi-national corporations. Along the way, we'll also examine the crucial role of psychology in developing an effective strategy, and its role within the organization.

Cohort Description: Most people associate the term “business” with the private sector. However, business skills and models are widely applied in every sector: public, private and non-profit (which includes academia). You are acquiring many transferable skills in your Ph.D. program that can be applied in academic roles as well as within a variety of industries and job functions. Join the business skills learning cohort to better understand foundational concepts and language of business. This learning cohort includes experiential learning in the form of group capstone presentations under guidance of alum mentors. 

 

Broad Topics include:

  1. Purpose, ethics, and responsibility: stakeholder theory

  2. Analysis of strategy and operations 

  3. Data science in business

  4. Leadership and mentoring

  5. Negotiation

  6. Financial 360

  7. Business Communications

  8. Business of higher ed

 

Speakers

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Matt Johnson

https://www.linkedin.com/in/mattjohnsonisme/

Matt Johnson, PhD is a speaker, writer, and researcher, specializing in the application of psychology and neuroscience to branding. Following his Ph.D. in Cognitive Psychology from Princeton University, his work has probed the science of brand storytelling, experiential marketing, and consumer decision-making. He is the author of the top-selling consumer psychology book, Blindsight: The (mostly) hidden ways marketing reshapes our brains (BenBella, 2020), and most recently, Branding That Means Business (Economist Books, Fall 2022). In 2023, he was inducted into Thinkers50 Radar as one of 30 “business thinkers with ideas most likely to shape the future."



As the founder of the Neuroscience of Branding blog, and as a contributor to major news outlets including Psychology Today, Forbes, and BBC, he regularly provides expert opinion and thought leadership on a range of topics related to the human side of business. Matt is also passionate about helping brands harness insights from neuroscience to better understand, serve, and interact with their consumers. To this end, he consults with a wide array of organizations, including as an expert in residence for Nike. Matt currently resides in Boston, MA, where he is a Professor of Psychology and Marketing at Hult International Business School, and an instructor at Harvard University’s Division of Continuing Education.



Matt grew up in The Bay Area, California, and has lived and worked in San Diego, New Jersey, Berlin and Shanghai.