THE MARKETING OF A NATION: ISRAEL (May 11-15 block week intensive)
Ran Kivetz and David Rogers
- 36 student limit
- 2ND year MBA students (NOTE: 1st-year students who have completed all core courses prior to May 11, 2009 are eligible for this course)
- All classes are mandatory
In this hands-on, project-based course, students will be given the frameworks and tools necessary to create a marketing campaign to increase American audiences’ awareness of all that Israel has to offer. The course will present a variety of conceptual frameworks from marketing, branding, and strategy; offer relevant case studies and background research; and cover relevant industries such as hi-tech, tourism, and lobbying. Class time will be divided between lectures, industry guest speakers, and intensive group work. Teams of 3-5 students each will work throughout the week to develop the goals, strategy, and implementation for their marketing campaigns. In the final class session, students will present their campaigns to members of the Israeli consulate.
Philip H. Geier Jr., Professor of Marketing
Professor Ran Kivetz is a tenured professor at Columbia University Business School, where he holds the Philip H. Geier endowed chair. Professor Kivetz is a leading expert in the areas of behavioral economics, decision-making, marketing, customer behavior, incentives, and innovation. His experience in these fields includes over twenty years of research, management, consulting, and teaching. His latest research explores political science...
Faculty of Executive Education
David Rogers, a member of the faculty at Columbia Business School, is a globally-recognized leader on brands and digital business strategy, known for his pioneering model of customer networks. He is author of four books, including “The Network Is Your Customer,” and the forthcoming, “The Digital Transformation Playbook: Rethink Your Business to Adapt and Thrive in the Digital Age.”