UC Berkeley's: Product Management

Translating Market Opportunities into Profitability

About the Product Management Training Program Faculty

The Product Management Training Program at UC Berkeley's Center for Executive Development is taught by leading experts whose research has been augmented and refined by years of consultative experience in industry.

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Sara Beckman
Senior Lecturer
Haas School of Business, UC Berkeley

With over 30 years of industry and academic experience, Sara Beckman is the director of the Management of Technology Program at the Haas School of Business at the University of California at Berkeley. In addition to teaching courses in her areas of expertise, which include new product development and manufacturing as well as operations management, Beckman has also initiated innovative new courses in design, new product development, and entrepreneurship.

Since joining the Haas faculty in 1988, Beckman has been consistently recognized for her excellence in teaching by her MBA students and has received Berkeley’s most prestigious teaching honor, the Distinguished Teaching Award.

Prior to and concurrent with her position at Haas, Beckman was the director of the product generation change management team at the Hewlett-Packard Company. In this position, she was responsible for supporting strategic decision-making, workforce planning and design, manufacturing education and training and environmental, health and safety management throughout the company. Before joining H-P, Beckman worked in the Operations Management Services practice at Booz, Allen and Hamilton. She has also taught at Stanford, MIT, and Pepperdine University.

Beckman holds B.S., M.S., and Ph.D. degrees in Industrial Engineering and Engineering Management and an M.S. in Statistics at Stanford University.

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Dr. Homa Bahrami
Senior Lecturer
Haas School of Business, UC Berkeley

Dr. Homa Bahrami is a senior lecturer at the Haas School of Business, University of California, Berkeley, specializing in organizational design for global knowledge-based companies. Bahrami is also an advisor to senior executive teams on re-organizations and related challenges.

Along with Harold Leavitt, Bahrami co-authored a leading textbook in organizational behavior, entitled Managerial Psychology: Managing Behavior in Organizations, which has been translated into multiple languages. He new book, Super-Flexibility for Knowledge Enterprises, provides practical advice for architecting super-flexible organizations.

Bahrami is an active executive coach and serves on several advisory boards in Silicon Valley and Europe.

Influence Without Authority: Product Mangers as SuperHubs

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Rashi Glazer
Professor
Haas School of Business, UC Berkeley

Rashi Glazer is Professor at the Walter A. Haas School of Business, UC Berkeley, University of California, Berkeley and Co-Director of the School's Management of Technology Program. He has also served as the Director of the Haas School's Center for Executive Education and the Director of the Center for Marketing and Technology. He earned an MBA in 1979 and a Ph.D. in 1982 from Stanford University's Graduate School of Business, and from 1982-1989 was on the faculty at Columbia University's Graduate School of Business.

His teaching and research interests are in the areas of competitive marketing strategy, technology and information-technology strategy, interactive and database marketing, e-commerce, and consumer and managerial decision making. He was the founding Co-Editor of Journal of Interactive Marketing and an Associate editor of Management Science. His articles have appeared in Marketing Science, Management Science, the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Marketing and other leading publications and he is the co-author of three books, The Marketing Information Revolution, Readings On Market-Driving Strategies and Cable TV Advertising. He was founder of a communications company specializing in innovative applications of video technology and has consulted to and conducted executive education programs for numerous companies including Agilent, Arbor Health Care, AT&T, Autodesk, Baxter Labs, BellSouth, Boston Scientific, CBIS/Matrixx, Daimler-Chrysler, Deere & Co., Deluxe, Equitable Life, Exigen Group, Gemini Consulting, Genencorp, Genentech, Hakuhodo, Hewlett Packard, IBM, Intel, Jones Day, Levi Strauss, MicroUnity Systems, MIPS, Mitsubishi, Motorola, Pacific Bell, Pacific Gas & Electric, SAP, SBC, Siemens, SmithKline, SUN Microsystems, Telegroup, Telekurs/Teknekron, Time, Inc., Toshiba, Trans Union, United Arab Emirates, Visa and Wells Fargo.

He is the developer of the INFOVALUE program for measuring the value of a firm's information and SUITS, an interactive computer simulation for teaching the strategic use of information and the integration of information technology strategy with business strategy. He has won several awards for teaching excellence at the MBA and Executive Education levels, including twice as the Haas School's Best Teacher of the Year Award and has been a finalist for the UC Berkeley Campus-Wide Distinguished Teacher Award.

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Priya Raghubir
Associate Professor
Haas School of Business, UC Berkeley

Priya Raghubir is a professor of marketing at NYU’s Stern School of Business and teaches marketing research as well as consumer behavior and marketing strategy for the Product Management course at the Haas School of Business’ Center for Executive Education.

In addition to her teaching responsibilities, Raghubir has consulted on marketing research and strategy for Adobe Systems, Google, Daimler-Chrysler and other Fortune 500 corporations. She also conducts research in the areas of consumer psychology, including survey methods, psychological aspects of prices and money, risk perceptions, and visual information processing.

Prior to NYU, Raghubir was a professor at the Haas School of Business at the University of California at Berkeley. She has also taught at the Hong Kong University of Science and Technology and has taught undergraduate, MBA, Ph.D. and executive education courses in China, France, and India.

Raghubir has published more than 40 articles in a range of leading marketing and consumer research journals, is on the editorial boards of six journals, and has delivered more than 100 presentations of her research at major universities, symposia, and conferences around the world.

Raghubir holds a B.A. in Economics from St. Stephen's College, Delhi University, an MBA from the Indian Institute of Management, Ahmedabad, and a Ph.D. in Marketing from New York University.

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Paul Tiffany
Adjunct Professor
Haas School of Business, UC Berkeley

An experienced business consultant and highly acclaimed facilitator of management training and development programs, Paul Tiffany is a senior lecturer at the Haas School of Business at the University of California, Berkeley. Tiffany teaches business policy and strategy as well as international management and twice has been awarded the Earl F. Cheit Award for excellence in teaching, recognizing him as the outstanding professor in the Berkeley-Columbia Executive MBA program, in 2003 and 2004.

In addition to his academic position, Tiffany heads Paul Tiffany & Associates, a multi-specialty consulting and training firm that offers management services to organizations around the world. Recent clients have included Deutsche Post World Net (Germany), Siam Cement Group (Thailand), Thai Beverage (Thailand), Royal Bank of Scotland, Genentech, The Hartford Insurance Co., Statoil (Norway), Microsoft, Mohegan Sun Resort and Casino, US Steel, Raytheon, Toyota (Japan), Cisco Systems, Korean Management Association (Korea), Banc of America, and MinSheng Bank (China).

Prior to the Haas School of Business, Tiffany was a lecturer at the Graduate School of Business, Stanford University, and also taught at The Wharton School of the University of Pennsylvania. He currently serves as a Visiting Professor at Sasin, the Graduate Institute of Business at Chulalongkorn University in Thailand; IOMBA, the International Organizations MBA program at the University of Geneva; and the Columbia University School of Business in New York City.

Tiffany has authored a number of books, including The Decline of American Steel, which was published by Oxford University Press in 1988, and Business Plans for Dummies, which was published by John Wiley & Sons in 1997.

Tiffany earned his undergraduate degree from Loyola University, his MBA from Harvard University, and his Ph.D. from the University of California, Berkeley.

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Holly Schroth
Senior Lecturer
Haas School of Business, UC Berkeley

An acknowledged expert in negotiation and conflict resolution, Holly Schroth is a senior lecturer at the Haas School of Business, University of California, Berkeley. Schroth’s negotiation exercise materials are used by educators and trainers worldwide.

Schroth teaches Negotiations and Conflict Resolution as well as Organizational Behavior to executives in the Product Management course at the Center for Executive Education at the Haas School of Business. She has won several awards from MBA students for teaching excellence and was voted "favorite professor" by a 2006 BusinessWeek online poll of undergraduates across the United States. Schroth also won the Earl F. Cheit award for excellence in teaching in 2009.

In addition to her responsibilities at the Haas School of Business, Schroth consults to and teaches executives at a number of corporations and government agencies around the world, including Google, Intel, YouTube, AMD, Kaiser Permanente, T-Mobile, The GAP, Lockheed-Martin, Charles Schwab, Universal Studios, TRW Credit Service, Xerox, Applied Materials, Pulte Homes, Deloitte Consulting, American Electronics Association, Staples, Walmart.com, Sidley, Austin, Brown & Wood LLP, Mexico's Federal Electricity Commission, and the National Association of State Budget Officers (NASBO).

Prior to the Haas School of Business, Schroth was a visiting scholar at the Kellogg Graduate School of Management, Northwestern University.

Schroth received an M.A. in Psychology and a Ph.D. in Social Psychology from the University of California, Santa Barbara.

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Jane Creech is a recognized expert in designing and implementing team-based organizations, particularly in new product or service development. Her unique ability to lead the often overwhelming and large-scale change efforts required for companies to embrace a more team-oriented culture has earned Jane worldwide recognition. Jane also specializes in helping start-up and established companies establish consistent business processes to improve customer responsiveness and satisfaction.

Many of Jane's clients include companies that have recently merged cultures, built strategic alliances, and are serious about developing and retaining their top talent. Current and recent clients include eBay, PayPal, Adobe, Cisco, OpenTable, TiVo, Cafepress, Gilead Sciences, Autodesk, NVIDIA, eSilicon and Zynga. Jane also lectures on building high performing teams in the Product Management program at the Haas Center for Executive Education.

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Michaela Draganska develops econometric models of consumer and firm behavior to help marketing managers make better decisions using readily available data sources. Combining game-theoretic modeling with empirical analysis, her research seeks to explain the strategic impact of firms’ decisions. She currently focuses on four areas: a) Product line length as a marketing instrument; b) product positioning decisions; c) competition in distribution channels; and d) optimal advertising strategies. Her research has been published in leading journals such as Marketing Science, Quantitative Marketing and Economics, Management Science, Journal of Economics and Management Strategy, and Journal of Industrial Economics.

Michaela Draganska is an Associate Professor of Marketing at the Stanford Graduate School of Business. Her research is aimed at helping marketing managers make better decisions by developing econometric models of consumer and firm behavior. The emphasis of her current research is on the strategic effects of marketing decisions in a competitive environment. Specifically, she investigates how manufacturers optimally decide which products to sell, how to advertise them to consumers, and how to distribute them through retailers. Michaela's work shows how firms can harness these decisions to gain a competitive advantage over their rivals.

Michaela received her PhD in Marketing from Northwestern University’s Kellogg School of Management and her undergraduate degree in business administration from Humboldt University, Berlin, Germany. At Stanford Michaela teaches the New Product Development elective in the MBA program, and a PhD course in Strategic Marketing Models. She also teaches in the Summer Institutes for General Management and Entrepreneurship.

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David Mok is the Director of Pricing at DePuy Spine (a Johnson & Johnson company), leading the pricing function for a $1B business. He is currently working on improving price realization amidst industry health care reform in a recessionary environment.

At Seagate, he managed the worldwide retail pricing team for Seagate's $1B branded storage solutions business. He helped turned a barely profitable situation into a strong and sustainable gross profit business within a year. During this time, the retail channel business attained the highest profit dollars and profit percentages in Seagate's branded solutions history, and sustaining near this level for his entire tenure.

Prior to Seagate, David was at Xilinx where he led transformational pricing efforts, deployed pricing software, architected the company's global pricing model, and developed pricing strategies across a broad spectrum of semiconductor, software, IP, products and services for a $2B business. He also managed the communications segment marketing team and led value-based pricing efforts using solutions. He was a product manager for an advanced platform system-on-chip semiconductor product family.

David has been speaking professionally on the subject of pricing at various conferences throughout the country. David began his career as a naval officer aboard a nuclear-power attack submarine where he conducted missions vital to the national security of the United States. He holds MBA, MS, and BS degrees.

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Through his 20 year history working on high-tech product teams, Tim has held a wide variety of roles from quality assurance and project management to partner relationships and customer support. Drawing on this broad base of experience as well as an MBA from UC Berkeley, Tim has focused for the last ten years on product management. Among the companies Tim has work for are Apple Computer, Ask.com, Ofoto (a Kodak company), and Autodesk.

In his most recent work with Autodesk, Tim headed a product management organization responsible for nuturing and growing a $300M mechanical engineering software product line. Additionally, he conducted the upfront research, analysis, and planning that led to the development of several completely new products as well as an entirely new business unit focused on industrial plant design. Tim is particulary skilled at conducting indepth customer research and turning the findings into stories and visions that motivate and focus product development teams.

Tim recently joined King Brown Partners, a research firm focused on business strategy, where he is developing a set of services to help product teams more programmatically manage how they capture customer needs and translate them into compelling product plans. He is a passionate advocate for the practice of product management because he has seen repeately the critical impact it can have on product success as well as the overall effectiveness of teams who bring new products to life.