Advertising, Branding and Creativity (January 11-15 block week, 9 to 5)
• 36 student limit
• 2nd year MBA students
• Attendance of first class is mandatory
• NOTE: there will be 2 mandatory class meetings on October 30th and November 13th, 10:45 to 2:00, Uris 333
The objective of this block-week course on Advertising, Branding and Creativity is two-fold: (1) to enhance your ability to think creatively, and (2) to expose you to cutting edge marketing tools, methods and cases. In this hands-on course, you will learn tools to help you tackle almost any marketing challenge more creatively. These tools come from Systematic Inventive Thinking®, practiced by more than 600 companies worldwide. You will apply the tools you learn to an advertising challenge faced by a large CPG brand. The client will work closely with the class through the week. At the end of the week, you will know how to develop innovative ideas for communication activities; how to conduct constructive assessment of creative work; how to align brand, product, and communications; and how to write an effective communication brief.
Meyer Feldberg Professor of Business
Gita V. Johar (PhD NYU 1993; MBA Indian Institute of Management Calcutta 1985) has been on the faculty of Columbia Business School since 1992 and is currently the Meyer Feldberg Professor of Business. She served as the school’s Senior Vice Dean from 2011 to 2014, as the inaugural Vice Dean for...