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 Kivetz’s research examines consumer and managerial decision making, the psychology of effort and reward (and its application to loyalty programs and other incentive systems), reverse self-control ("hyperopia"), and marketing high technology. Kivetz teaches courses on marketing high technology and entrepreneurship in the day and executive MBA programs and a Ph.D. course on bridging decision research with marketing 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.”