Ariel Goldfarb is a lecturer in the Integrated Marketing Communications program and a managing partner at CurtisAlan Partners, a consultancy focusing on strategic brand development. He holds a bachelor’s degree from University of California Berkeley, and graduated with a M.S. in Integrated Marketing Communications from Northwestern University in 2000. Goldfarb currently teaches Brand Communications Decisions and Strategic Brand Development, two areas where he has widely respected expertise.
In terms of background, Goldfarb has 20 years experience in marketing and communications in both the U.S. and overseas in media, education, international trade and energy. Much of his efforts have focused on developing integrated communications programs in the service and non-profit sectors for international audiences. Prior to forming CurtisAlan, Goldfarb was Senior Consultant in the brand strategy practice at Landor Associates, a branding and design consultancy. He has created brand development programs for Starbucks, Hewlett-Packard, Cargill, Life Fitness, Frito-Lay, Caterpillar and Jockey International.
Goldfarb is also a recipient of the 2010 Faculty Teaching Award. He immerses students in real-world projects to provide critical experience applying IMC principles to marketing decisions. For example, recently students worked with the live client Lavazza: Italian Espresso Coffee to create a strategic plan for the company's domestic marketing efforts. In addition to his hands-on style, Goldfarb is known for innovative and thought-provoking lectures.