Middlebury Institute of International Studies at Monterey

Brooke Higgins

Adjunct Professor

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 Middlebury Institute of International Studies.


Marketing, entrepreneurship, and international management.

Course List

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

MBAG8570 - Marketing Mgmt for non-MBA      

Marketing Management for Non-MBAs is an introduction to the theory and practice of marketing management, focusing on the basic principles and concepts of marketing, for example, marketing mix, the value proposition, market segmentation, the establishment of marketing goals, and the formulation of marketing strategies. This course will help students develop a holistic view of marketing and understand the integration of marketing to other business activities. The course will be conducted using both lecture and case methods and active student participation is both encouraged and required.

Spring 2016 - MIIS

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MBAG8571 - Marketing Management      

Introduction to the field of marketing, which includes understanding who, why, how, when, and where people and enterprises seek to satisfy their needs, interests and wants through buying and consumption of products and services, the identification and validation of market opportunities for fulfilling those desires, the development of products and services to do so, and taking those products and services to market through channels of supply, promotional programs and determination of pricing. It provides a foundational introduction to these principles and a few quantitative tools that are necessary for managers to do marketing planning and program selection and implementation, and covers such areas as a) creating product concepts and the development of value propositions, b) market segmentation and targeting, c) brands and brand equity, d) the use and value of marketing research, and e) the development and use of marketing plans.. It is a case-discussion-based course involving actual case situations and decisions from business enterprises. Although the course provides only introductory-level knowledge of marketing management, it is a fast-paced, rigorous and demanding, graduate level course.

Prerequisites: Admission to the MBA Program and completion of MBA Core Managerial Accounting, or equivalent.

Fall 2016 - MIIS

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