Ian Gordon
Ian’s approach to teaching comprises the following main elements: a) Student-centric to provide students with a relevant, tailored and responsive learning experience, b) inclusion of external stakeholders such as executives with organizations who offer opportunities for students to apply new knowledge and who provide relevant insights to students, and c) practical application of marketing principles by bringing illustrative examples and readings from a lengthy marketing consulting and executive experience into the classroom.
Ian has worked extensively at the intersection of technology and marketing for much of his career, especially in respect of CRM. As a management consultant, assignments have been conducted with domestic and international organizations in most B2B and B2C industries, the public sector and not-for-profits to examine, assess and address marketplace and marketing issues that are specific to the organization or industry. Ian’s main career focus has been on the customer relationship and competitive advantage, areas in which he has conducted a wide variety of assignments, authored four textbooks and about 100 articles including 13 in the Ivey Business Journal online.