MBA CLASSES
The Center on Global Brand Leadership has developed curriculum for a variety of classes for in Columbia Business School's MBA and EMBA programs. In addition to leading-edge concepts and theory, these classes include guest lecturers from various departments of Columbia Business School, and industry leaders on the forefront of brand building practice.
Master Class on Market Innovation
Part of Columbia Business School's new Master Class program this course taught by Center Faculty Director Bernd Schmitt focuses on creative strategy that has the potential for market-changing impact. Think iPod, Mini Cooper or Google Maps. In this class, students will discuss how to source bold ideas, turn them into a strategy, and implement them. Students will learn numerous tools and work in groups on a market innovation project.
Columbia's Master Classes are hands-on, project-based electives that require students to make managerial decisions or recommendations on real-world problems companies need solved. With substantial projects and practitioner involvement, Master Classes provide students with a unique bridge between MBA theory and real-world practice. More information here.
Managing Brands, Identity and Experience
Consistently oversubscribed by student demand and awarded the "Best Marketing Elective" award by students, the class "Managing Brands, Identity and Experiences" offers a unique learning experience for Columbia MBA students. Taught by Center Faculty Director Bernd Schmitt, the course also features business leaders from Center Sponsors and other companies, presenting case studies from their own industries. Topics include: branding as corporate strategy, brand valuation, visual identity, logos and naming, new media, experiential marketing, and internal branding.
International Seminar on Branding
In this special seminar, students in Columbia Business School's Executive MBA program travel for 7 days to Munich to learn about branding and to take an intensive look at branding best practices within the German market. Professor Schmitt presents key concepts in branding and case studies. Site visits and guest speakers include leading firms such as BMW, Audi, Siemens, Allianz, 02, and Lowenbrau. The seminar culminates in the deconstruction of the brand experience of Munich's famous Oktoberfest.
Master Class on Marketing of a Nation: Israel
In this hands-on, project-based course, co-taught by Prof. Ran Kivetz and David Rogers, students will be given the frameworks and tools necessary to create a marketing campaign to increase American audiences' awareness of all that Israel has to offer. The course will present a variety of conceptual frameworks from marketing, branding, and strategy; offer relevant case studies and background research; and cover relevant industries such as hi-tech, tourism, and lobbying. Class time will be divided between lectures, industry guest speakers, and intensive group work. Teams of 3-5 students each will work throughout the week to develop the goals, strategy, and implementation for their marketing campaigns. In the final class session, students will present their campaigns to members of the Israeli consulate.
Corporate Creativity
The Center on Global Brand Leadership has designed the innovative class "Corporate Creativity" for Columbia Executive MBA students. Taught by Center Faculty Director Bernd Schmitt, the course examines creativity first-hand (opening the first day with a "Dionysian History of Business"with African drumming, narration, and modern dance) and how companies do and don't succeed in harnessing creativity to produce innovation in their own business. The course has been awarded the Dean's Award for Innovation in the Curriculum.
