Marketing - EMERITUS Institute of Management

Marketing: Building and Managing a Customer Centric Organization

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.

Duration & Course Fee

  • Starts 01 August 2017
  • 2 Months
  • 2 - 4 hours per week
  • Course Fees USD 900
 

Faculty

Gita V. Johar

Meyer Feldberg Professor of Business

Oded Netzer

Associate Professor of Business

Course Highlights

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

SYllabus

Pre-Work

a) Harvard Business Review: Rethinking Marketing

 

Framework

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

 

Application

a) Customer Life Value Problem Set

b) 2×2 Customer Value Matrix

c) Real World Project: Project Scoping

Pre-Work

a) Overconfidence Survey

b) Behavioral Economics Survey

c) Columbia Case Works: Apple vs Samsung Case

 

Framework

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

 

Application

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

Pre-Work

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

b) VALS Survey

 

Framework

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

 

Application

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

Framework

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

 

Application

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

Pre-Work

a) Harvard Business School Case: Propecia

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

 

Framework

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

 

Application

a) Work on individual assignment for Propecia Case

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

Pre-Work

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

 

Framework

a) Ooredoo Case Discussion and Debrief

b) Summary of Course & Key Takeaways

 

Application

a) Ooredo Case Analysis and Discussion

b) Real World Project: Final Submission

c) Final Exam

BENEFITS TO THE LEARNER

Intellectual Capital

Intellectual Capital

  • Global IVY Education
  • Rigorous and experiential curriculum
  • World-renowned faculty
  • Globally Connected Classroom: Peer to Peer Learning Circles
  • Action Learning: Learning by Doing

Brand-Capital

Brand Capital

  • Certificate from EMERITUS in collaboration with Columbia
    Business School

Social-Capital

Social Capital

  • Build new networks through peer
    interaction
  • Benefit from diverse class profiles

Career-Capital

Career Capital

  • Professional Acceleration through
    our enriched leadership toolkit
  • Learn while you earn
  • Get noticed. Get ahead.

Duration and Course Fee

  • Starts 1 Aug 2017
  • 2 Months
  • 2 – 4 hours per week
  • Course Fees USD 900

Gita V. Johar
Meyer Feldberg Professor of Business

Oded Netzer
Associate Professor of Business

Duration & Course Fee

  • Starts 01 August 2017
  • 2 Months
  • 2 - 4 hours per week
  • Course Fees USD 900
 

Faculty

Gita V. Johar

Meyer Feldberg Professor of Business

Oded Netzer

Associate Professor of Business

Other Programs

Global Ivy Emeritus Institute of Management