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.
Glaubinger Professor of Business
Olivier Toubia is the Glaubinger Professor of Business at Columbia Business School, where he also serves as Faculty Director for the Lang Entrepreneurship Center. His research focuses on various aspects of innovation, including preference measurement and idea generation. Specifically, he combines methods from social sciences and data science, in order to study human processes such as motivation, choice, and creativity. He teaches a course...