In collaboration with
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.
Emeritus and Columbia Business School Executive Education
Columbia Business School Executive Education is collaborating with online education provider Emeritus to offer a portfolio of high-impact online programs. These programs leverage Columbia’s thought leadership in management practice developed over years of research, teaching, and practice. By collaborating with Emeritus, we are able to broaden access beyond our on-campus offerings in a collaborative and engaging format that stays true to the quality of Columbia Business School Executive Education. You can read more about this relationship here.
Meyer Feldberg Professor of Business in Marketing
Professor of Business, Marketing
Emeritus follows a unique online model. This model has ensured that nearly 90 percent of our learners complete their course.
Orientation WeekThe 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.
Weekly GoalsOn 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.
Recorded Video LecturesThe recorded video lectures are by faculty from the collaborating university.
Live WebinarsEvery 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 DoubtsIn 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-UpThe 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.
Continued Course AccessYou will continue to have access to the course videos and learning material for up to 12 months from the course start date.
Assignments are given out weekly and they are based on the lectures or tutorials provided. They need to be completed and submitted as per the deadline for grading purposes. Extensions may be provided based on a request sent to the support team.
It is an open forum where participants pin their opinions or thoughts regarding the topic under discussion.
These are real world scenario-based assignments involving an up-close, in-depth, and detailed examination of a subject of study, as well as its related contextual conditions.
Emeritus Program Support TeamIf 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 SupportYou can access Emeritus courses on tablets, phones and laptops. You will require a high-speed internet connection.
Emeritus NetworkOn 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.