Course Catalog

Summer 2009

B8699-025: Marketing & the Internet

T - A Term, 05:45PM to 09:00PM

Instructor: jeremy kagan

Download Syllabus

Every marketing campaign and advertising plan in today's competitive brand environment has a digital element; indeed, with the migration of advertising budgets to digital channels, even traditional marketers need a working knowledge of digital media channels to integrate and manage their budgets and campaigns effectively.  Marketing and the Internet is a comprehensive survey of both the existing channels and emerging opportunities in digital marketing, as well as the revenue models and frameworks to understand and measure marketing success.

Digital channels are a part of any marketing plan for traditional businesses, either in terms of customer service, brand advertising or other marketing.  In addition, the Internet is now a place to “do business,” set up shop and handle transactions. There are new special roles the Internet is playing — for example, distribution channel for music, surrogate for the press (blogs), etc. Sorting through the myriad dimensions of marketing and the Internet is the mission of this exciting, never-before-offered course.

In this course, we'll examine:

  •  the internet advertising equation
  •  Search, Display, Site, and Email channels
  •  emerging channels in Social Media, User Generated Content, gaming and virtual worlds, and other areas
  •  business models on the internet and how they drive marketing
  •  and what the future may hold


Frameworks and case studies are supplemented by industry speakers from established and up and coming internet companies to provide a real world perspective to the theoretical frameworks developed in the class.

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.

View full profile