Marketing and Innovation: Igniting Creativity to Add Value

To Be Announced  

"Marketing and Innovation was a great way to learn new techniques for innovative thinking in the business environment. I can't wait to apply these concepts in my company."
– Molly Poppie, The Nielsen Company

Marketing and Innovation

To be truly effective, innovation has to be pervasive and consistent in an organization. Marketing and Innovation will help participants learn how to drive innovation by generating creative solutions to the challenges of new product design and positioning.

Participants will gain a complete toolkit to take with them in order to tackle marketing challenges more creatively, by generating product-centered as well as market-centered insights. You will also learn the art of persuasion to help you find support for innovation through the organization. Finally, you will learn to put an end to self-imposed roadblocks that prevent you from reaching your full creative potential.

This is a hands-on, three-day program that will help you generate creative solutions to problems – solutions that are both novel as well as useful. Each session provides a short conceptual framework followed by an introduction of practical tools and a workshop where the tools can be applied.


In addition, Jacob Goldenberg, co-author of "Inside the Box," teaches techniques in the program that he and his co-author, Drew Boyd, derived from research – techniques that form the basis for Systematic Inventive Thinking, or SIT, now used by hundreds of corporations throughout the world, including industry leaders such as Johnson & Johnson, GE, Procter & Gamble, SAP, and Philips.



Innovation is too often a game of chance: people and companies occasionally stumble upon great ideas and opportunities, almost by accident. However, in today’s business world you cannot rely on serendipitous innovation to remain competitive. Instead, you need to be able to innovate “on demand,” wherever and whenever you need or want. This program is designed exactly to teach you how to do that.

In particular, you will learn about:
• Leveraging various outside constituencies in innovation (e.g., customers, lead users).
• Finding big opportunities and ideas
• Generating Product, Market, and Customer Insights
• Screening Ideas and Rapid Experimentation
• Building a Culture of Innovation

In this program, you’ll learn Systematic Inventive Thinking (SIT): a practical approach to creativity and invention. Many participants have taken SIT back to their organizations and shared it with others, who have, in turn, taught more people how to use it to generate innovative ideas – an exponentially beneficial result of taking the Marketing and Innovation program.

In addition, you will look at innovation from two points of view: through the lens of the product, and also through the lens of the market. In doing so, you’ll gain a toolkit of methods to innovate and move from ideas to implementation.

Upon completion of this program, you will earn three days towards a Certificate in Business Excellence. Learn more.

Throughout the Marketing and Innovation program, participants will apply their learnings to a real-world project.

All sessions during the program will take place in a workshop format. Faculty will provide an overview of the topic as well as the most recent research in the area and set up an environment for discussion using a case, an exercise or a simulation. Throughout the program, participants will also work on developing new ideas in their chosen category using different techniques and tools as well as screening these ideas by running them through different filters. Participants will leave with new ideas and tools they can use immediately upon their return to the workplace.

Sample Session Titles:

  • Introduction: Imperative for Innovation
  • Market Analysis
  • Open Innovation and the Consumer
  • Close-World Innovation in New Products and Services
  • Opportunity Identification
  • Idea Screening and Experimentation
  • Building a Culture of Innovation and Selling your Ideas

Marketing and Innovation is designed for middle- to upper-level executives who are responsible for strategic innovation and new product development. This program is especially good for organizations that wish to send a cross-functional team to work on a specific challenge or project together.

Alumni and up to four of their colleagues are eligible for a 25 percent tuition benefit for programs lasting up to seven days. More on the Alumni Tuition Benefit.

What recent participants say about Marketing and Innovation:

"Marketing and Innovation was completely eye opening. The biggest value was discovering that you can learn creativity and understanding that, as a good manager, you have to carve out time during your week [for innovation] and inspire your team. Allowing people to share ideas and that you’re trusting them: that's something I've learned through this course."  – Bettina Alonso, VP, International Development, Oceana

"Innovation can be learned. So many people are intimidated by the concept of innovation because they think you have to be this incredibly genius-type person. But we’ve learned all sorts of tools that everybody can use. As long as you think systematically and follow a process, you can come up with good results. This was gratifying to me: that I, too, can be innovative and that I can really be good at it."  – Kathy Farley, Director, Financial Services Product Management, Dow Jones and Company

"From my perspective, I’d describe the program as the future. A lot of the concepts I’ve learned are going to drive forward my business, our ideas and where we go."  – Ben Healy, Head of Clients and Marketing Services, Clayton Utz

"On-the-spot-exercises forced us to apply the new principles immediately and really learn the tools and techniques."  – Julie Mackinnon, Director, Value Creation Strategy, AARP

"I learned a lot about new processes for innovation: as I evaluate new strategies and tactics, I can further refine those and make them more valuable. This program is a game changer. It makes you think differently."  – Steve Sullivan, Sr. Brand Manager, Daiichi Sankyo

"I took so much insight [from the program], and I got a totally different view of how to approach innovation and the mechanics behind it. I learned that you can make use of structure, tactics and mechanics to finally get to a point where you have new ideas."  – Stefan Waelde, Director, Lufthansa AirPlus

Gita V. Johar, Faculty Director
Meyer Feldberg Professor of Business in Marketing
Senior Vice Dean
Dean's Office

Gita V. Johar is an influential scholar in the field of consumer psychology who has published several articles on consumer responses to marketing efforts. Her expertise in persuasion makes her uniquely qualified to lead a program on marketing and innovation, where the focus is on generating creative ideas as well as persuading consumers and colleagues to accept these ideas.

Johar has served as associate editor for such journals as the Journal of Marketing Research, the Journal of Consumer Research and the International Journal of Research in Marketing. She began a term as editor of the Journal of Consumer Research in July 2014. At Columbia, Gita teaches in the MBA, EMBA and PhD programs and has authored cases on consumer adoption of new products and on marketing and advertising planning.

Johar is the Meyer Feldberg Professor of Business and the senior vice dean at Columbia Business School and has been on the faculty since 1992. She received her PhD from the NYU Stern School of Business and her MBA from the Indian Institute of Management, Calcutta. Read a complete profile and access her articles and cases.

Jacob Goldenberg
Visiting Professor

Jacob Goldenberg is a professor of marketing at the Arison School of Business Administration at the Inter-Disciplinary Center at Hertzelia and a visiting professor at Columbia Business School. His research focuses on creativity, new product development, diffusion of innovation, complexity in market dynamics social networks effects, and social media. He is an academic trustee of the Marketing Science Institute.

Goldenberg is the editor-in-chief of the International Journal of Research in Marketing and area editor for Journal of Marketing Research, and he serves on the editorial board of Marketing Science. He has published papers in the Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Science, Nature Physics, and Science. In addition, he is an author of two books published by Cambridge University Press and a forthcoming book published by Chicago Press.

Goldenberg’s scientific work has been covered in the New York Times, Wall Street Journal, Boston Globe, BBC News, Herald Tribune, The Economist, and Wired. He is a cofounder of SIT, a systematic innovation consulting firm.

He received his PhD from the Hebrew University of Jerusalem in a joint program of the School of Business Administration and Racach Institute of Physics.