Stefan Michel

Program Director

Stefan Michel is Professor of Marketing and Service Management and specializes in customer-focused strategy, strategy execution, corporate governance, and pricing.

Stefan Michel

Program Director

Stefan Michel is Professor of Marketing and Service Management and specializes in customer-focused strategy, strategy execution, corporate governance, and pricing.

Meet your Program Director

Stefan Michel has particular expertise in marketing strategy and is the author of a practical guide on marketing impact and the writer of numerous case studies on the topic.

He believes that the key to a successful marketing strategy lies in an in-depth understanding of an organization’s customers. It is his belief that failing to understand your customers can waste marketing resources and create a useless strategy, leaving your company with lackluster results.

Stefan Michel’s publications

Real Impact Marketing

By Professor Stefan Michel with Lisa Simone Duke

Real Impact Marketing helps decision-makers to improve their Marketing Contribution Impact by aligning customer insights, value co-creation, value communication, and value capture.

The Macallan’s branding response to the single malt whisky shortage

By Professor Stefan Michel, Stefano Poli, Andrea Spaggiari and Anita Treiber

The case outlines the bold and polarizing strategic choices made by The Macallan management between 2009 and 2017 and offers an opportunity to debate and discuss the next best strategic move for The Macallan brand.

Capturing Value and Avoiding Commoditization through Pricing Excellence

By Professor Stefan Michel and Michael Sorell with Michelle Perrinjaquet

The ultimate goal is to uncover and capture the value that is created for each customer