This course is developed based on Columbia Business School’s MBA Core Course B6601.

Marketing begins and ends with the customer; from determining customers’ needs, providing value and maintaining customer loyalty. This course examines the basic concepts of “customer lifetime value” and “customer equity” with the goal to understand how these ideas can be used in marketing and product decisions.

With a curriculum rooted in the fundamentals of psychology and economics, the course will equip students with the innovative thinking needed to go beyond the bounds of traditional marketing. A key element of the course is a real world project that students must work on. By working individually and in groups on their projects, students get to apply key course concepts such as segmentation, targeting and positioning to an existing or to be launched product or service. This course also explores the growing influence of social media and digital marketing as alternatives to traditional marketing strategies.


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  • Interactive Lecture
    43Interactive Lectures
  • Case Studies
    5Case Studies
  • Real World Applications
    1Real World Applications
  • Mobile App Discussions
    9Mobile App Discussions
  • Peer Learning
    6Peer Learning Discussions



a) Harvard Business Review: Rethinking Marketing



a) New World of Marketing: Customer Centricity

b) Customer Life Time Value

c) Customer Equity

d) Increasing Customer Equity:

– Customer Acquisition

– Customer Expansion

– Customer Retention



a) Customer Life Value Problem Set

b) 2×2 Customer Value Matrix

c) Real World Project: Project Scoping


a) Overconfidence Survey

b) Behavioral Economics Survey

c) Columbia Case Works: Apple vs Samsung Case



a) The Value Triangle:

– Economic Value

– Functional Value

– Psychological Value

b) Case analysis: Apple vs Samsung

c) How Customers Think:

– Bounded Rationality

– Subjective & Motivational Factors



a) Economic Value Problem Set

b) Sawtooth Tool: Demo and Application

c) Real World Project: Work with your peers to identify sources of value for your product or service


a) Columbia Case Works: Generate Perceptual Maps from Social Media Data

b) VALS Survey



a) Segmenting – Definition and Methods

b) Targeting: Examples & Types – Motivation and Usage

c) Positioning Strategies

d) VALS Survey Debrief

e) Tata Nano – Mini-case

f) Branding as a Positioning Tool

g) Branding Case Study – MasterCard

h) Writing a Positioning Statement

i) Text Mining Perceptual Maps



a) Generate a positioning statement for your company or business unit

b) Real World Project:

– Segment the market for your product/service

– Select the most promising target segment and write a positioning statement for it


a) Why Firms Introduce New Products

b) Why New Products Fail

c) New Product Development Process

d) Empower your innovation process with Ideation Templates

e) Ideation Templates:

– Subtraction

– Replacement

– Task Unification

– Attribute Dependency

f) Forecasting Matrix



a) Use Task Unification & Subtraction Templates to develop a new feature for a Tablet PC

b) Apply Attribute Dependency model to baby bottles using the Forecasting Matrix

c) Real World Project: Using the knowledge and tools learnt, think about innovating your product/service and come up with a new product/service


a) Harvard Business School Case: Propecia

b) Columbia Case Works: Using Social Media to Track Effectiveness of Communication Campaigns



a) Propecia Case Discussion & Debrief

b) Types of Online Spending

c) Creative Brief – Target, Task and Theme

d) Creating Ads using Templates:

– Absurd Alternatives

– Extreme Consequences

– Subtraction

– Activation

– Metaphor & Fusion

– Task Unification

e) How to Measure Success of your Ads

f) Social Media



a) Work on individual assignment for Propecia Case

b) Real World Project: Create an ad using a template learnt in this module


a) Columbia Case Works: Ooredoo – Launching Mobile Money in Myanmar



a) Ooredoo Case Discussion and Debrief

b) Summary of Course & Key Takeaways



a) Ooredo Case Analysis and Discussion

b) Real World Project: Final Submission

c) Final Exam


  • Gita V. Johar
    Gita V. Johar
    Meyer Feldberg Professor of Business
    Columbia Business School
  • Oded Netzer
    Oded Netzer
    Associate Professor of Business
    Columbia Business School


EMERITUS follows a unique online model. This model has ensured that nearly 90 percent of our learners complete their course.

  • OrientationOrientation Week
    The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world. You will also learn how to use the learning platform and other learning tools provided.
  • Goal SettingWeekly Goals
    On other weeks, you have learning goals set for the week. The goals would include watching the video lectures and completing the assignments. All assignments have weekly deadlines.
  • Video LecturesRecorded Video Lectures
    The recorded video lectures are by faculty from the collaborating university.
  • Live WebinarsLive Webinars
    Every few weeks, there are live webinars conducted by EMERITUS course leaders. Course leaders are highly-experienced industry practitioners who contextualize the video lectures and assist with questions you may have regarding your assignments. Live webinars are usually conducted between 1 pm and 3 pm UTC on Tuesdays and Wednesdays.
  • Clarifying DoubtsClarifying Doubts
    In addition to the live webinars, for some courses, the course leaders conduct Office Hours, which are webinar sessions that are open to all learners. During Office Hours, learners ask questions and course leaders respond. These are usually conducted every alternate week to help participants clarify their doubts pertaining to the content.
  • Follow-UpFollow-Up
    The EMERITUS Program Support team members will follow up and assist over email and via phone calls with learners who are unable to submit their assignments on time.
  • Continuous Course AccessContinued Course Access
    You will continue to have access to the course videos and learning material for up to 12 months from the course start date.

EMERITUS Program Support Team

If at any point in the course you need tech, content or academic support, you can email program support and you will typically receive a response within 24 working hours or less.


Device Support

You can access EMERITUS courses on tablets, phones and laptops. You will require a high-speed internet connection.



On completing the course you join a global community of 5000+ learners on the EMERITUS Network. The Network allows you to connect with EMERITUS past participants across the world.



  • TBD
  • 2 Months
  • 2 – 4 hours per week
  • Course Fees USD 900


  • You can pay for the course either with an international debit or credit card (unfortunately we are unable to accept Diners credit cards), or through a bank wire transfer. On clicking the apply now button below, you will be directed to the application form and the payment page.
  • We provide deferrals and refunds in specific cases. The deferrals and refund policy is available here.
  • You will be provided a course login within 48 hours of making a payment.


  • Please provide your work experience and your current employer via the application.
  • You can apply by clicking the Apply Now button


For any questions regarding Emeritus, the learning experience, admission & fees,  grading & evaluation please visit ONLINE CERTIFICATE COURSE FAQs



Take the first step to a Global Education

Emeritus - Online Certificate Courses | Diploma Programs