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 decisions that managers make and the tools that they use to successfully implement marketing strategies. The course uses class projects, hands-on exercises, case studies, and class discussions to explore the implementation of marketing strategy through what is traditionally called the “marketing mix.” As we progress in the course, it will become apparent that the different elements of the marketing mix are interrelated and must all be framed as part of an integrated marketing strategy.
This is a half-term course.
Scott Shriver was a Columbia Business School faculty member from 2011 to 2017.