Many MBA applicants feel that they are purchasing a brand, but the educational experience itself is crucial to your future, and no one will affect your education more than your professors. Each Wednesday, we profile a standout professor as identified by students. Today, we focus on Youngme Moon from Harvard Business School.
Having received the HBS Faculty Award for teaching excellence (voted on by students) from the first-year class in 2002 and the Faculty Award from the second-year Class in 2005 and 2007, Youngme Moon (“Consumer Marketing”) is also the inaugural recipient of the 2002–2003 Hellman Faculty Fellowship for distinction in research. Moon teaches two sections of the “Consumer Marketing” elective, both of which are typically oversubscribed, according to a recent alumna we interviewed. Her work has been published in the Harvard Business Review, the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Experimental Psychology and the Journal of Applied Social Psychology. Students told mbaMission they enjoy Moon’s “Consumer Marketing” class because of the sometimes counterintuitive ideas she presents in it, including explanations of “hostile brands” such as Harley Davidson and of Ikea’s “reverse positioning,” as well as discussions of innovative marketing models, such as (Product)Red and BMW Films. She was also described as being extremely friendly and accessible, even going out for casual dinners with students.
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