Course Catalog

Fall 2008

B9677-006: Advertising, Branding & Creativity (Master Class)

Block Week, 09:00AM to 06:30PM

Instructor: gita johar

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Advertising, Branding and Creativity (January 12-16 block week)

•    36 student limit
•    2nd year MBA students
•    Attendance of first class is mandatory

The objective of this block-week course on Advertising, Branding and Creativity is two-fold: (1) to enhance your ability to think creatively, and (2) to expose you to cutting edge marketing tools, methods and cases. In this hands-on course, you will learn tools to help you tackle almost any marketing challenge more creatively. These tools come from Systematic Inventive Thinking®, practiced by more than 600 companies worldwide. You will apply the tools you learn to an advertising challenge faced by a large CPG brand. The client will work closely with the class through the week. At the end of the week, you will know how to develop innovative ideas for communication activities; how to conduct constructive assessment of creative work; how to align brand, product, and communications; and how to write an effective communication brief.

Gita Johar

Gita Johar

Meyer Feldberg Professor of Business

Gita Johar (PhD: NYU; MBA: Indian Institute of Management) has been on the faculty of Columbia Business School since 1992 and is currently the Meyer Feldberg Professor of Business. Professor Johar's expertise lies in consumer psychology, focusing on how consumers react to marketing efforts, especially advertising, promotions and sponsorship. She also examines the influence of consumer self-control and perceptions of control on decision making and consumption. This research has implications for the design of effective communication strategies. She has published several influential articles in the areas of consumer persuasion and decision making in leading marketing journals such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, Journal of Advertising, Journal of Experimental Psychology, Psychological Science and Organizational Behavior and Human Decision Processes. Professor Johar currently serves as the Associate Editor of the International Journal of Research in Marketing and sits on the Editorial Review Boards of the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Consumer Psychology. Professor Johar teaches courses on Advertising and Branding, Global Marketing Consulting for Social Enterprise, Research Methods, and Consumer Behavior to MBA, Executive MBA and PhD students.

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