Digital Marketing: Foundations and Framework for Success

Andrew Blum has thirty years of experience in marketing (both traditional and more recently digital), marketing research, and brand strategy, and has been teaching since 2012. His early career experiences include time at Millward Brown, GE, Diageo, and ACNielsen, supporting brands such as Lipton, Frito Lay, IBM, SAAB, Smirnoff, and Captain Morgan in a variety of capacities, including developing consumer segmentation models, creating brand positioning and value propositions, presenting annual operating plans, managing customer studies, and analyzing cause and effect of retailer shopper marketing programs. Later in his career he worked for AIG as Head of Customer Insight. In 2009, Blum took a hiatus from the corporate world and joined the Green Seed Group, a small consulting agency that focuses on supporting start-up food and beverage brands. His main role was to create comprehensive go-to-market plans including sales, marketing, brand, and retailer strategies for clients to support their initial launches and three-year plans. The successful client list includes Quorn Foods, Wissotzky Tea, Dorset Cereal, and Siggi's Yogurt. It was during this time that Blum began teaching marketing courses. He is known for bringing his real-world and practical experiences into the classroom. Blum teaches at Fairfield University as an instructor of the Practice, as well as an adjunct at Columbia University and the state college system in Connecticut. He is also the principal of The Survey Professor, which is a consulting firm that specializes in conducting online marketing research surveys. Blum possesses a strong entrepreneurial spirit and has a passion for understanding the driving forces behind the consumer decision-making process and formulating strategic business plans based on these analyses. He received his MBA in marketing from Fairfield University and lives in Connecticut.