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Executive Seminars

Brand Leadership: Strategy, Management, and Performance

A brand is a pivotal strategic and financial asset for any organization. In collaboration with the school's Executive Education program, the Center is pleased to launch:

Brand Leadership: Strategy, Management, and Performance

Upcoming Dates:
November 3-5, 2014
May 18-20, 2015
November 2-4, 2015

In this program you will learn how to build a strong brand identity, a superior brand experience, and lasting brand loyalty. You will be able to differentiate your brand from the competition, sustain its differentiation and competitive advantage, and maximize its impact and profitability. The program is fast paced, dynamic, and practical, combining interactive lectures and discussions with case studies, planning exercises, and other group work.

At the Center, the program’s co-directors, Professors Bernd Schmitt and Michel Tuan Pham, have developed some of the key ideas in brand marketing and management today and built them into the Executive Brand Leadership ModelTM, a powerful set of practical tools that will be used in the program for managing and leveraging brand assets in today’s global and digital environments.

Columbia Business School, New York, NY
>> More information and registration

Custom Executive Programs

The Center can also offer custom executive seminars for companies in all industries to train executives in the critical tools of brand management, including:

  • Customer Experience Management
  • Strategic Innovation
  • Brand Positioning
  • Brand Architecture and Portfolios
  • Digital Brand Strategy

The seminars are led by the Center's faculty director, Professor Bernd Schmitt, who has spent the last 20 years teaching both MBA students and corporate executives on these issues while also working directly with corporate clients on their marketing and brand strategies. Prof. Schmitt is the author of the ground-breaking books Experiential Marketing and Customer Experience Management, as well as Big Think Strategy, Happy Customers Everywhere, and his latest The Changing Face of the Asian Consumer. Additional teaching expertise is provided by David Rogers, Executive Director, BRITE, whose latest book is The Network is Your Customer: 5 Strategies to Thrive in a Digital Age.

Please contact us at or 1-212-854-0658 to discuss your interests and needs for a custom seminar so that we can work together to design a program that will help you effectively reach your business goals.

Free Online Seminar

The Center on Global Brand Leadership has collaborated with the Financial Times to develop a short, online seminar based on Bernd Schmitt's three-day executive program on Customer Experience Management.

The Financial Times is offering the online class free to all, available without registration. Click below to experience all five sessions of the class:

Open Enrollment Classes

Open enrollment classes are offered at Columbia Business School through the Executive Education department. Some of the courses in the fields of marketing and strategy include:

  • Digital Marketing Strategy I & II (Dec 8-12, 2014 | June 15-19, 2015)
  • Marketing and Innovation (Nov 18-20, 2014 | June 23-25, 2015)
  • Business-to-Business Marketing Strategy (Oct 7-9, 2014 | May 13-15, 2015)
  • Pricing Analytics (Oct 28-29, 2014)
  • Creating and Executing Breakthrough Strategy (Nov 9-14, 2014 | June 14-19, 2015)
  • Strategic Intuition: The Key to Innovation (June 10-11, 2015)
  • Digital Storytelling Strategy (Oct 21, 2014)

Please visit the Executive Education homepage for more information and a complete schedule of its courses.

Contact Us

The Center on Global Brand Leadership
Columbia Business School
Uris Hall, Room 2M3
3022 Broadway
New York, NY 10027
Phone: (212) 854-0659

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Book: The Changing Face of the Asian Consumer

How can you grow your business in Asia?

In his latest book, Faculty Director Prof. Bernd Schmitt, presents key insights on the Asian marketplace and strategies to help companies navigate Asia’s complex landscape.

More info