He has taught marketing, strategy and change management in MBA programs and in executive education seminars, and he is equally comfortable in the academic and practitioner worlds. Dr. Cherian has been an instructor in the CBAP for over 20 years. Testimony to his value to the participants is that his phrase, "Marketing is Everything" and "Do Better for Some" is evident in the customer and market analysis and strategy at the center of all the strategic plans that are developed in the program.