This course introduces the principles of marketing management as practiced by industry leaders today. Although the implementation of marketing programs is undergoing a massive transformation from conventional to digital media, the underlying principles of consumer-driven marketing remain essentially
DurationThis course introduces the principles of marketing management as practiced by industry leaders today. Although the implementation of marketing programs is undergoing a massive transformation from conventional to digital media, the underlying principles of consumer-driven marketing remain essentially the same;
we will discuss how great marketing, including digital programming, is driven by a sound understanding of consumer segmentation, brand positioning, distinct product benefits, and relevant in-market executions.
The perspective will be practical, with an emphasis on managerial decision-making. Upon completion of this course, you should understand essential marketing concepts and use them to develop marketing strategies.
You will develop this understanding through core readings, basic frameworks, and case studies. This course is relevant for students interested in driving consumer demand regardless of career path. There are no prerequisites.
Pursue Your Career Interests
Whether you are just thinking about what you’ll take in school, already majoring in business, or starting on your professional path, this program helps you discover the business area that’s right for you. You will experience Ivy League faculty through one of the nation’s top business schools and the top ranked global MBA program according to Financial Times. At the center of world commerce, we offer a faculty of leaders renowned in their fields.
You will acquire the tools you need for your future from expert practitioners. All programs are 100 percent online, allowing you to study at your own pace. You’ll be guided by mentors and collaborate with motivated peers from around the globe. You will also complete a final project and receive a certificate of participation from Columbia Business School.
How You Will Benefit
Online programs are available throughout the year — pick a subject that fits your passion and your schedule
Experience what it’s like to take a program designed by Columbia Business School faculty
Flexible learning: lectures by professors are delivered through dynamic videos, so you can tune in whenever your schedule allows — the ultimate in flexibility
Work with mentors who can support you and answer questions as you deepen your learning experience
Earn a certificate of participation from Columbia Business School
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