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 link above. Students should not attempt the exemption examination unless they are thoroughly versed in the course content.

Marketing activity is the engine that creates value in a business. It provides the focus for interfacing with customers and the source of intelligence about customers, competitors and the general environment. Further, marketing focuses on the long-run relationship of a company to its customers as well as on short-run sales. Thus marketing is critical to the revenue and profit streams for a company. This course emphasizes the role of marketing in creating value for customers, which in turn creates value for owners, shareholders and employees.

Tools and Concepts Taught in the Course

• Basic quantitative analysis in marketing
• Analyzing cases
• Analyzing market opportunities
• Competitive analysis
• Customer decision making
• Customer value
• Value of brand
• Segmentation and target selection
• Product positioning
• Customer acquisition and retention

Olivier Toubia

Glaubinger Professor of Business, Chair of the Marketing Division

Olivier Toubia is the Glaubinger Professor of Business at Columbia Business School, where he also serves as the chair of the Marketing Division. 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 currently serves as a...

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