Required for all students, unless waived by passing an exemption examination. The format of the examination is a series of questions based on the content of the course. The course content is described in the syllabus for the course, which can be found on the MBA course syllabi page of the Marketing Division Web site. Students should not attempt the exemption examination unless they are thoroughly versed in the course content.
This course focuses on how to make effective and integrated marketing implementation decisions via the marketing mix. It follows directly from, and is tightly integrated with, B6601. Through a combination of lectures, cases, hands-on exercises, a brand management simulation and industry speakers, the course covers such topics as demand analysis, product/service management, pricing, distribution, promotions and integrated communications.
This is a half-term course.
William T. Dillard Professor of Marketing
Professor Ansari's research address customer relationship management, customization of marketing activities and product recommendations over the Internet, Social networks modeling and Bayesian modeling of consumer actions. Prior to joining Columbia in 1996, Ansari was with the university of British Columbia, Canada. Ansari has several publications in leading journals in marketing and allied fields. His research has appeared in the Journal of Marketing Research...