Course Catalog

Fall 2008

B9677-009: Integrated Communication & New Media (Master Class)

M Full Term, 05:45PM to 09:00PM

Instructor: jeremy kagan


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

The Integrated Communication and New Media Master Class will allow students to work with senior executive teams from client companies and their advertising agencies to develop strategic marketing recommendations for integrating new media marketing channels into their advertising, sales, and customer communications channels.  The course will be offered in the fall to mesh with the strategic planning cycle of client and agency teams for 2009 brand and company marketing strategies.

Students will develop a strategic marketing plan for presentation to client decision-makers integrating new media into corporate and brand strategic marketing plans, including advertising campaigns, customer communications, and brand communities and customer service.  The student teams will review the competitive landscape and devise operational recommendations using a variety of interactive channels and new media strategies to reach overall strategic goals and support traditional media buys, “brick and mortar” retail efforts, and customer relationship management (CRM) plans.

Jeremy Kagan

Jeremy Kagan

Adjunct Associate Professor

Jeremy Kagan works at Sony Music Entertainment in the Global Digital Business, where he is the Vice President of Global Account Management, working with large partners such as Nokia and Sony Ericsson. Prior to this, Kagan was a strategy consultant in the digital media industry, where his clients have included both companies in content and e-commerce, as well as traditional companies needing digital media expertise, and include both consumer and business to business projects. Assignments include developing strategic business plans, evaluating and revamping online marketing plans, creating and executing sales and business development frameworks, and performance measurement and benchmarking analysis.

Before this, as Vice President/Director of Strategy and Customer Insight for Publicis Modem, a leading digital advertising agency, Kagan headed research and innovation out of the New York office, in addition to his client work with Heineken, Dice, EVE Online, and others. He managed custom and primary research efforts for clients, as well as working to incorporate innovative, measurable strategies into client planning to ensure the newest online marketing channels and techniques are incorporated into account planning. In addition, he developed resources and strategic positioning for promising emerging technologies to ensure a measurable impact on the bottom line for even the most cutting edge approaches to marketing.

Prior to Publicis Modem, Kagan was a senior managing consultant with IBM Business Consulting Services (formerly PriceWaterhouse Coopers), working in the strategy & change practice for media and entertainment companies like Disney, Cox Communications and the New York Times Company. Kagan focused on competitive research and analysis, digital strategy, new market sizing and entry strategy, and component business modeling, and worked to help clients increase their efficiency and effectiveness.

Before joining IBM, Kagan spent many years as an independent consultant to a variety of media and technology clients, from cable channels to e-mail technology companies. He is a Professor at Columbia University, where he teaches Marketing and the Internet at Columbia Business School, and has taught Interactive Business and Entrepreneurship courses as a Professor in Metropolitan College's Media MBA program. Prior to this, Kagan founded and grew EZCD.com, an Internet music company with a half million licensed songs, through three rounds of venture capital and significant sales growth.

Kagan currently owns and operates a music and event production company in New York City and Los Angeles, Underbelly, which has produced hundreds of live music events, including working with the CMJ Music Marathon, Sony/RED Distribution on the Best Buy Live series, and many others. He holds a patent in email technology, and has recently contributed to the book The Online Advertising Playbook from the Advertising Research Foundation. His production credits include the documentary “Boriqua All Star” in English and Spanish (filmed on location in Puerto Rico) with footage donated by the NFL.

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