This course will introduce you to the principles of advanced marketing strategy and how they are practiced by large firms such as Procter & Gamble, Porsche, Coca-Cola, Pfizer, and Sephora as well as digitally native brands such as Glossier, Warby Parker, and Drunk Elephant.
Although the implementation of marketing programs is undergoing a massive transformation from conventional to digital media, the underlying principles of consumer-driven marketing remain essentially the same; we will discuss how great marketing strategy, including digital programming, is driven by a sound understanding of consumer segmentation and distinctive product benefits. We assume that one size does not fit all and that value creation involves understanding and catering to different consumer segments.
This course is relevant for students interested in driving consumer demand regardless of career path. Course principles are not only applicable to large scale consumer marketing programs but also those practiced by start-ups and direct-to-consumer brands. There are no prerequisites.
Key Concepts Taught in This Course:
- Category and Competitive Dynamics
- Consumer Segmentation
- Commercial Strategy and New Product Innovation
- Interactive Marketing, Social Media, and CRM
A note on the instructor: I am currently Head of Marketing on National Growth Brands at Nestle Waters USA. My past roles include leading marketing for the Gerber Infant Formula Business at Nestle, managing the Iams pet care brand at Procter and Gamble, and leading U.S. marketing for tablets and phones at Microsoft. I also helped lead the Winnie the Pooh brand at the Walt Disney Corporation. I am both an Adjunct Professor of Marketing at Columbia Business School as well as a Lecturer in Management at Yale. My publications include research on digital marketing, social media, and U.S. business history. I have a joint MBA/PhD from the University of Chicago.
This is my sixth year teaching this class at Columbia; former students were able to use the concepts in the class to help them get marketing jobs at companies like Unilever, Estee Lauder, Google, Amazon, and even a Broadway production company. Other students have found it helpful in marketing financial services at firms like J.P. Morgan and Goldman Sachs, or in beginning their own start-up. Regardless, if your job involves generating consumer demand then I think you will find this class useful.
Lecturer in Continuing Education, Lecturer in Business
Tom Hafen is currently Head of Marketing on National Growth Brands at Nestle Waters USA. Tom's past roles include leading marketing for the Gerber Infant Formula Business at Nestle, managing the Iams pet care brand at Procter and Gamble, and leading US marketing for tablets and phones at Microsoft. He also helped lead the Winnie the Pooh...