Spring 2014 MBA Course

B6602-002: Marketing: Innovation through Customer Centricity, Part II

MW - A Term, 04:00PM to 05:30PM

Location: WJW 310

Instructor: Kinshuk Jerath

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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.


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Kinshuk Jerath

Associate Professor of BusinessKinshuk Jerath is Associate Professor of Marketing at Columbia Business School. His research interests are two-fold: (1) theoretical models that help to obtain deeper understanding of marketing phenomena, especially phenomena related to retailing and online advertising, and (2) applied statistical models for data-based analysis to inform marketing strategy. His research has appeared in top-tier marketing journals, such as Marketing Science, Management Science, Journal of Marketing Research, and...

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