- 36 student limit (30 MBA / 6 Journalism students)
- 2ND year MBA students or equivalent if J-school student
- Attendance of first class is mandatory
Students will work with senior executive teams from client media companies to develop strategic frameworks and marketing plans for traditional media brands to succeed in the today’s digital environment. Students will develop a strategic plan integrating digital media into corporate and brand marketing plans, including distribution channels, marketing campaigns, pricing strategies, and operational management of content creation/distribution. For online content, e-commerce, and enabling web technologies student teams will find new market entry strategy, product and pricing challenges, and competitive tactics. Students will be expected to clearly define the scope of the problem and a solution plan, meet regularly and provide updates to senior clients, and finally present their recommendations and supporting analyses to the client sponsors.
Jeremy Kagan is the founder and CEO of Pricing Engine, a web service that empowers users to benchmark, optimize and expand their digital marketing campaigns. Using the company’s proprietary predictive algorithms and data sets, and expert recommendation system for customized, prioritized, and valued recommendations, advertisers can easily see what they’re doing well, and where they can improve. A simple to...
Sreenath Sreenivasan was a Columbia Business School faculty member from 2009 to 2016.