UC Berkeley's: Product Management Training Program

About the Product Management Training Program Faculty

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

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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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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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Dr. Homa Bahrami leads and facilitates the New Manager Boot Camp. She is an international educator, advisor, and author, specializing in organizational flexibility & team effectiveness in dynamic, knowledge-based industries. She is a Senior Lecturer at the Haas School of Business, University of California, Berkeley, where she has been on the faculty since 1986. She is the co-author of a major textbook (with Harold Leavitt) "Managerial Psychology: Managing Behavior in Organizations", published by the University of Chicago Press, and translated into many languages. Her latest book "Super-Flexibility for Knowledge Enterprises", published by Springer (second edition, 2009) focuses on practical approaches for organizing and leading knowledge workers in dynamic settings. Homa serves on several boards in Silicon Valley and Europe and is active in executive education and executive development in the US, Europe, and Asia. She works with executive teams on complex re-organizations, team transitions, and team effectiveness, and with HR & OD professionals on executive development and learning interventions. She has worked with and trained many new managers in the life science and technology industries.

Influence Without Authority: Product Mangers as SuperHubs

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Priya Raghubir
Professor of Marketing
Stern School of Business, New York University

Consultant, Adobe Systems, Google, Daimler-Chrysler

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

Holly is an award winning Senior Lecturer at the Haas School of Business, University of California, Berkeley, and an Adjunct Associate Professor in the MBA program at Santa Clara University. She teaches Negotiations and Conflict Resolution and Organizational Behavior to Executives, MBAs and Undergraduates. She has won several awards from MBA students for teaching excellence and was most recently voted “favorite professor” by a BusinessWeekonline (Sept. 2006) poll of undergraduates across the United States.

Holly Schroth teaches Negotiations and Conflict Resolution and Organizational Behavior in the MBA, Undergraduate and Executive Education programs. She has won several awards from MBA and undergraduate students for teaching excellence and was voted "favorite professor" by a BusinessWeekonline poll of undergraduates across the United States.

In addition to teaching, she is a trainer, consultant and key note speaker on negotiation and leadership issues to a variety of organizations in the United States and abroad including:

• Technology: Adobe, AMD, Applied Materials, Google, Hotwire Travel Ticker, IBM, Intel, Lam Research, Lantronix, Nuance Communications, Samsung, SanDisk, Sybase, Solon, YouTube Xerox
• Pharmaceutical and Life Sciences: Bio-Rad, Genentech, Gilead, Roche
• Pharmaceutical and Life Sciences: Bio-Rad, Genentech, Gilead, Roche
• Financial Services and Consulting: Charles Schwab, Deloitte Consulting, Ernst and Young, Franklin Templeton, J.P. Morgan, Navigant Consulting
• Retail and Consumer: Bay Area News Group, Clorox, Ebay, Fitness Anywhere, Hallmark, Meek Lumber, Global Wine Partners, Pearson Publishing, Staples, Universal Studios, Walmart.com
• Energy: Chevron, PG & E, Statoil
• Healthcare: HealthNet, Kaiser Permanente, McKesson
• Engineering, Construction and Real Estate: Glenborough Corp., Jacobs Associates, Pulte Homes, RNM Properties, Swinerton Inc.
• Education: Apollo Group, KIPP, The Thiel Foundation, Pearson Publishing
• Aerospace and Shipping: Lockheed-Martin, Matson
• Law: Law Offices of Crosby, Heafey, Roach and May, Sidley, Austin, Brown and Wood LLP
• Government and Public Services: EBMUD, Santa Clara Valley Water District, San Mateo County, City of San Ramon, and City of Walnut Creek

She has published several articles on negotiation and procedural justice in leading journals and has created several negotiation exercises in collaboration with the Dispute Resolution Research Center at the Kellogg Graduate School of Management. She is one of the leading authors of negotiation exercise materials which are used worldwide by educators and trainers.

She received a MA in psychology and a Ph.D. in social psychology from the University of California, Santa Barbara. She has also taught at Santa Clara University, Saint Mary's College of California, and Kellogg Graduate School of Management, Northwestern University. Prior to pursuing her Ph.D., she worked in a variety of functional areas in both small and large business organizations as well as in the non-profit sector.

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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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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.