Brooke Higgins

Adjunct Professor

Expertise

Brooke Higgins has balanced a career in education, marketing and entrepreneurship with over 15 years of experience as an educator and over 10 years as both a marketing manager and entrepreneur. Brooke started his career as a teacher in the inner city of Chicago in 1996. After moving to Santiago, Chile, Brooke co-founded and managed all sales and marketing efforts for Job Express, a classified advertising publication focused on employment. Brooke later received his MBA in International Managment with a specialization in Marketing from the Monterey Institute of International Studies. Thereafter, he joined the marketing team at HSBC Card and Retail Services in Salinas, CA. During his studies, Brooke founded, marketed and managed CROSSWALK Educational Services, a boutique tutoring agency which continues to serve the Monterey Peninsula. Brooke later became a franchisor in 2007 with Smoothie King #776 and then served as Brand Marketing Manager with Discount School Supply. Brooke returned to the classroom full time in 2011 but continues to serve as a marketing consultant for small businesses. He started teaching marketing in 2011 and continues to teach marketing management at the Monterey Institute of International Studies.

Courses

Courses offered in the past four years.
▲ indicates offered in the current term
▹ indicates offered in the upcoming term[s]

MBAG 8570 / IMGT 8570 - Marketing Mgmt for non-MBA ▹

This course focuses on the managerial skills, tools and concepts required to produce a mutually satisfying exchange between consumers/users/organizations and providers of goods, services and ideas. The emphasis is on understanding the marketplace, strategic formulation (orientation, target segmentation, positioning) and how to manage the marketing. This course is further concerned with the development, evaluation, and implementation of marketing management in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models, addressing strategic issues such as: What business should we be in? What are our long-term objectives? What is our sustainable marketing competitive advantage? Should we diversify? How marketing resources should be allocated? What marketing opportunities and threats do we face? What are our marketing organizational strengths and weaknesses? Finally, what are our marketing strategic alternatives?

Fall 2011 - MIIS, Spring 2012 - MIIS, Fall 2012 - MIIS, Spring 2013 - MIIS, Fall 2013 - MIIS

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