| Columbia Business School |
Managing Brands, Identity and Experience (B9601-043)Faculty
Bernd Schmitt, Professor of Marketing Most recently offered:Fall 2003 Course overviewBranding has become a hot topic. Many companies realize that they need to understand the financial value of their corporate brand and its products; manage brands strategically; and deliver implementations to customers that are relevant, differentiated and powerful to build an emotional bond and loyalty. This course shows you how this can be done. It familiarizes you with best practices in branding, from Absolut Vodka and the launch of the New Beetle to successful branding initiatives in financial, pharmaceutical, consumer goods, entertainment and a wide range of other companies. We will focus on three topics: brand strategy and valuation; visual identity and experiential branding; and organizational branding issues. The course is unique in many ways. First, it will be fun. Second, just like the topic itself, you will learn how to combine analytical and strategic thinking with creative development of ideas and implementations. You will be exposed to lots of cases of successful o and some unsuccessful o branding campaigns so that you learn what to do and what not to do in your own job. You will learn about frameworks and concepts and be equipped with methodologies and tools to manage a branding project. You will meet people from the branding industry, both from within companies and from external service suppliers, such as corporate identity firms, packaging designers, advertising firms and brand agencies. Finally, you will be participating in a group project that will bring it all together, focusing on a specific company of your choice. Design and Marketing of Luxury Products (B9601-039)Faculty
Richard Yelle, Professor of Marketing, Columbia University
Nicholas M. Dawes, Professor of Design and Marketing,
Kerri Ann Konik. Professor of Communication Design, Most recently offeredFall 2003 Course overviewIn this semester-long course, MBA students from Columbia Business School are joined by students from the Product and Communication Design and Design Management & Marketing Programs at the Parsons School of Design in an advanced seminar on the development of luxury products for members of ComitE Colbert, an association of Franceis most prestigious luxury goods firms. Sponsored by the Colbert Foundation, this seminar engages students in the development of products in response to specific briefs focused on areas of exploration that are of particular interest to this yearis participant firms: Baccarat, Chanel, Christian Dior, HermEes, Krug and Lalique. Students work with a team of instructors to prepare design solutions and marketing plans. Working in class, in team-initiated conferences and in an online environment, students gain real-world experience in the dynamics of interdisciplinary team methods and the convergence of creative and business minds. The course also provides an opportunity for students to interact, in person and online, with the senior executives of these world-renowned firms. |