Marketing: Building and Managing a Customer Centric Organization

Columbia Business School

Columbia Business School


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About the course

This course is developed based on Columbia Business School’s MBA Core Course B6601.

Marketing begins and ends with the customer; from determining customers’ needs, providing value and maintaining customer loyalty. This course examines the basic concepts of “customer lifetime value” and “customer equity” with the goal to understand how these ideas can be used in marketing and product decisions.

With a curriculum rooted in the fundamentals of psychology and economics, the course will equip students with the innovative thinking needed to go beyond the bounds of traditional marketing. A key element of the course is a real world project that students must work on. By working individually and in groups on their projects, students get to apply key course concepts such as segmentation, targeting and positioning to an existing or to be launched product or service. This course also explores the growing influence of social media and digital marketing as alternatives to traditional marketing strategies.

Emeritus and Columbia Business School Executive Education

Columbia Business School Executive Education is collaborating with online education provider Emeritus to offer a portfolio of high-impact online programs. These programs leverage Columbia’s thought leadership in management practice developed over years of research, teaching, and practice. By collaborating with Emeritus, we are able to broaden access beyond our on-campus offerings in a collaborative and engaging format that stays true to the quality of Columbia Business School Executive Education.


Module 1 - What is a Customer Worth?


  • Harvard Business Review: Rethinking Marketing


  • New World of Marketing: Customer Centricity
  • Customer Life Time Value
  • Customer Equity
  • Increasing Customer Equity: – Customer Acquisition – Customer Expansion – Customer Retention


  • Customer Life Value Problem Set
  • 2×2 Customer Value Matrix
  • Real World Project: Project Scoping

Module 2 - What Customers Want: 3 Sources of Value


  • Overconfidence Survey
  • Behavioral Economics Survey
  • Columbia Case Works: Apple vs Samsung Case


  • The Value Triangle: – Economic Value – Functional Value – Psychological Value
  • Case analysis: Apple vs Samsung
  • How Customers Think: – Bounded Rationality – Subjective & Motivational Factors


  • Economic Value Problem Set
  • Sawtooth Tool: Demo and Application
  • Real World Project: Work with your peers to identify sources of value for your product or service

Module 3 - Segmenting, Targeting & Positioning


  • Columbia Case Works: Generate Perceptual Maps from Social Media Data
  • VALS Survey


  • Segmenting – Definition and Methods
  • Targeting: Examples & Types – Motivation and Usage
  • Positioning Strategies
  • VALS Survey Debrief
  • Tata Nano – Mini-case
  • Branding as a Positioning Tool
  • Branding Case Study – MasterCard
  • Writing a Positioning Statement
  • Text Mining Perceptual Maps


  • Generate a positioning statement for your company or business unit
  • Real World Project: – Segment the market for your product/service – Select the most promising target segment and write a positioning statement for it

Module 4 - New Product Development


  • Why Firms Introduce New Products
  • Why New Products Fail
  • New Product Development Process
  • Empower your innovation process with Ideation Templates
  • Ideation Templates: – Subtraction – Replacement – Task Unification – Attribute Dependency
  • Forecasting Matrix


  • Use Task Unification & Subtraction Templates to develop a new feature for a Tablet PC
  • Apply Attribute Dependency model to baby bottles using the Forecasting Matrix
  • Real World Project: Using the knowledge and tools learnt, think about innovating your product/service and come up with a new product/service

Module 5 - Consumer Decision Making & Advertising

Pre Work:

  • Harvard Business School Case: Propecia
  • Columbia Case Works: Using Social Media to Track Effectiveness of Communication Campaigns


  • Propecia Case Discussion & Debrief
  • Types of Online Spending
  • Creative Brief – Target, Task and Theme
  • Creating Ads using Templates: – Absurd Alternatives – Extreme Consequences – Subtraction – Activation – Metaphor & Fusion – Task Unification
  • How to Measure Success of your Ads
  • Social Media


  • Work on individual assignment for Propecia Case
  • Real World Project: Create an ad using a template learnt in this module

Module 6 - Capstone Case Study - Ooredoo


  • Columbia Case Works: Ooredoo – Launching Mobile Money in Myanmar


  • Ooredoo Case Discussion and Debrief
  • Summary of Course & Key Takeaways


  • Ooredo Case Analysis and Discussion
  • Real World Project: Final Submission
  • Final Exam


Emeritus follows a unique online model. This model has ensured that nearly 90 percent of our learners complete their course.

Orientation Week

The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world. You will also learn how to use the learning platform and other learning tools provided.

Weekly Goals

On other weeks, you have learning goals set for the week. The goals would include watching the video lectures and completing the assignments. All assignments have weekly deadlines.

Learning Videos

The recorded video lectures are by faculty from the collaborating university.

Live Webinars

Every few weeks, there are live webinars conducted by Emeritus course leaders. Course leaders are highly-experienced industry practitioners who contextualize the video lectures and assist with questions you may have regarding your assignments. Live webinars are usually conducted between 1 pm and 3 pm UTC on Tuesdays and Wednesdays.

Clarifying Doubts

In addition to the live webinars, for some courses, the course leaders conduct Office Hours, which are webinar sessions that are open to all learners. During Office Hours, learners ask questions and course leaders respond. These are usually conducted every alternate week to help participants clarify their doubts pertaining to the content.


The Emeritus Program Support team members will follow up and assist over email and via phone calls with learners who are unable to submit their assignments on time.

Continued Course Access

You will continue to have access to the course videos and learning material for up to 12 months from the course start date.

Assignments/Application Projects

Assignments are given out weekly and they are based on the lectures or tutorials provided. They need to be completed and submitted as per the deadline for grading purposes. Extensions may be provided based on a request sent to the support team.

Discussion Boards

It is an open forum where participants pin their opinions or thoughts regarding the topic under discussion.

Case Studies

These are real world scenario-based assignments involving an up-close, in-depth, and detailed examination of a subject of study, as well as its related contextual conditions.

Emeritus Program Support Team

If at any point in the course you need tech, content or academic support, you can email program support and you will typically receive a response within 24 working hours or less.

Device Support

You can access Emeritus courses on tablets, phones and laptops. You will require a high-speed internet connection.

Emeritus Network

On completing the course you join a global community of 5000+ learners on the Emeritus Network. The Network allows you to connect with Emeritus past participants across the world.


Career capital

  • Professional acceleration through our enriched leadership toolkit
  • Learn while you earn
  • Get noticed. Get ahead.

Social Capital

  • Build new networks through peer interaction
  • Benefit from diverse class profiles

Brand Capital

  • Certificate from Emeritus in collaboration with Columbia Business School Executive Education

Intellectual Capital

  • Global Business Education
  • Rigorous and experiential curriculum
  • World-renowned faculty
  • Globally connected classroom: peer to peer learning circles
  • Action learning: learning by doing


Oded Netzer

Biography Professor Netzer's research centers on one of the major business challenges of the data-rich environment of the 21st century: developing quantitative methods that leverage data to gain a deeper understanding of customer behavior and guide firms' decisions. He focuses primarily on buildi...

Gita Johar

Biography Gita V. Johar (PhD NYU 1993; MBA Indian Institute of Management Calcutta 1985) has been on the faculty of Columbia Business School since 1992 and is currently the Meyer Feldberg Professor of Business. She served as the school’s Senior Vice Dean from 2011 to 2014, as the inaugural Vice D...

Videos and materials

Marketing: Building and Managing a Customer Centric Organization at Columbia Business School

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Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

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