We push beyond the functional role of marketing to explore how a firm’s strategy aligns with marketing strategy, and how marketing can help firms expand and increase profitability.
Paul Otellini (MBA 74)
Few people realize that Paul Otellini, CEO of Intel since 2005, ascended the corporate ladder from the marketing and sales side of the business. In fact, he is the first chief executive at Intel without formal training as an engineer. In 1993, while Otellini was serving as executive vice president of the company’s Sales and Marketing Group, Financial World named Intel the world’s third most valuable brand, thanks in part to the innovative “Intel Inside” campaign, which is widely considered one of the most successful marketing campaigns ever — it is credited with making Intel one of the most recognizable brands in the world.
“You learn a very thorough, analytical methodology at Haas... We relied heavily on a strategic data-driven approach to problem solving. That has worked extremely well for me in the high-tech industry.
“The Berkeley-Haas way — the way you build teams, the way you solve cases by picking each others’ brains and coming up with the best solution amongst a group of people—that, in my mind, is a perfect model to solve real-time business problems.”