Amazon
Through this case study, you will examine how traditional retailers can redefine their business models to stay competitive in today’s digital world. You will also prepare a positioning statement for the digital giant.
Position Yourself as a Growth-Oriented Marketing Leader
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The focus of Chief Marketing Officers (CMOs) has shifted and expanded well beyond advertising and communications. The role of the CMO today includes a broad range of responsibilities across the organization — from technology and digitalization to business development and data protection. Recognizing this paradigm shift, today’s marketing leaders have a chance to make a significant impact in their own sphere, their organization, and the industry at large.
Columbia Business School Executive Education’s multimodal Chief Marketing Officer Program will help you adapt to these changing dynamics and excel in this diversified role. You will discover new strategies to strengthen customer relationships and take on a leadership position to achieve sustainable business growth.
This 9- to 12-month program includes core sessions and a choice of online, live online, and in-person electives. The program explores critical business concepts centered around innovation, disruption, and the application of data analytics to drive overall marketing strategies. During interactive sessions and fireside chats, you will discover the application of original solutions and thinking patterns that generate new and valuable ideas. You will learn to analyze data and implement a multichannel marketing plan for a seamless customer experience across digital and traditional touchpoints. Additionally, you will explore how to create and manage disruptions to upend outdated models.
of organizations see CMOs as the connective tissue between different lines of business.
of CMOs report their ability to lead organizational growth and change is now essential to their professional success.
Drawing from the extensive research and expertise of Columbia’s esteemed faculty, you will examine analytical cases based on practical real-world marketing and business issues. Through experiential learning and exploratory discussions, you will share insights into and find innovative solutions for the overarching concerns and challenges you are confronted with every day.
Program case studies include:
Through this case study, you will examine how traditional retailers can redefine their business models to stay competitive in today’s digital world. You will also prepare a positioning statement for the digital giant.
This case study will explore the coffee conglomerate’s success story by examining the impact of shifting consumer spends, investments in new products, and a return to core values.
In compiling a positioning statement, you will examine The Economist’s value proposition, target customers, their business model, and how they have remained relevant and competitive in the age of digital media outlets.
By studying Ooredoo and Telenor’s marketing strategy in providing mobile financial services in Myanmar, you will determine which investment strategies are most effective to explore the drivers and metrics of CLV to improve customer acquisition and retention.
This capstone case study will consider the reasons Chase Sapphire pursued the millennial customer for its successful reserve credit card offer, why customers signed up so readily, and whether its bonus point offer was a good investment strategy.
In this case study, you will analyze Becton Dickinson’s negotiation and cost strategies as well as the long-term effects of drug regulation on the industry. You will then prepare a positioning statement explaining the company’s brand identity.
The program's core modules will address critical issues facing marketing leaders today. Over 18 weeks, you will explore the importance of quantifying your organization’s return on marketing investment with respect to its digital proficiency and gain the necessary knowledge and frameworks to excel as a forward-thinking contemporary CMO.
A CMO needs to have complete oversight on which customers are targeted, how they are targeted, the value they bring in, and how the brand is positioned. This module equips you with the skills to execute the right strategies for achieving these goals.
A successful CMO needs to set up the right internal infrastructure for building a brand that reaches the correct audience through relevant channels. In this module, you will understand how to set your product up for success as you take it to the market.
As a CMO, you need to understand how markets evolve to innovate and stay ahead of the curve. This module will help you understand how you can integrate innovation into your marketing strategies to steer your organization toward continued success.
A relevant mix of two online electives will supplement the program's core modules, allowing you to broaden your experience and tailor your career trajectory. These two six-week sessions allow you to explore content that delves into on-trend marketing innovations, positive disruption strategies, and new ways to implement customer-focused initiatives. The choice of electives includes:
With a focus on relevant specializations, a choice of one in-class open-enrollment topic will afford you a deep dive into some common as well as more complex issues of the day. Designed to provide you with concrete strategies and tools to support marketing decisions that are aligned with your organization’s business goals, the program’s takeaways will position you as a growth driver prepared to take advantage of new ways of doing business and facilitate long-term value creation. Some of the examples include:
Note: While Columbia Business School Executive Education will attempt to accommodate participant preference selections, we cannot guarantee that all preferences will be granted due to the high demand for our open-enrollment programs. Electives are subject to change.
*Meet your cohort peers and faculty in person on the Columbia Business School campus in New York City during an optional two-day networking event. This event provides you an opportunity to network with your peers as well as professionals from other cohorts to create a lifelong community of global executives.
Upon completion of the Chief Marketing Officer Program, participants are awarded the Certificate in Business Excellence from Columbia Business School Executive Education. The certificate is a recognition of their achievement and the investment they and their organization have made in their education and development.
As a Certificate in Business Excellence holder, you will receive a 25 percent tuition benefit for full-price Executive Education in-person programs lasting three and four days and all full-price online programs. Exclusions apply **
Certificate holders will also be awarded select Columbia Business School Alumni benefits.
Download BrochureYour digitally verified certificate will be issued in your legal name and emailed to you, at no additional cost, upon completion of the program, including all modules of the program (online, in person, or live online, inter-module). All certificate images are for illustrative purposes only and may be subject to change at the discretion of Columbia Business School Executive Education.
The enriching environment of the networking event provides participants with the invaluable opportunity to build a robust network with global executives who bring diverse experiences, cultures, and perspectives. Engaging in thoughtful discussions, they can exchange cutting-edge insights and knowledge that are integral in staying abreast of industry trends. The networking event showcases the vibrant community that participants of the Chief Marketing Officer Program become an invaluable part of.
The ideal candidate for the Chief Marketing Officer Program is someone ready to make significant changes in today’s fast-evolving marketing environment. Suitable for mid-career or high-potential professionals eager to broaden exposure beyond the marketing function, the program is perfect if you are looking to leverage marketing opportunities and drive process improvement. You will also benefit from the program if you are an entrepreneur, consultant, or someone in charge of sales or demand generation interested in refreshing your skill sets and discovering new frameworks to formulate your company’s future marketing road map.
Participants should have:
Past participants of the Chief Marketing Officer Program come from diverse backgrounds, industries, and experiences. The cohort’s diversity ensures that you interact with like-minded peers and gain new perspectives for your organization’s unique challenges.
Average years of work experience:
Top industries:
Top functions:
Top countries:
Note: Data from across previous cohorts
Round 1
Closed
Round 2
Closed
Round 3
Deadline: October 01, 2024
Application fee: US$200
Round 4
Deadline: October 14, 2024
Application fee: US$200
The program fee covers teaching fees, all academic material, and access to online coursework. The fee does not include accommodations for the two-day annual in-person reunion and networking event, travel expenses (domestic, international, visa fee, and more), and other expenses not specifically mentioned in the program fee.
The Chief Marketing Officer Program has been designed with your busy schedule in mind. You will be required to commit no more than three to five hours per week, enabling you to benefit from this transformative program while fulfilling your day-to-day work responsibilities. The impactful program offers a blend of self-paced modules and live interactions.
The 9- to 12-month learning journey includes live online and video online sessions with renowned faculty, industry experts, and global peers. You can take advantage of weekly live sessions and the Slack channel to ask questions and discuss ideas with your cohort participants. Real-world examples and a debrief of the program learnings are delivered through a combination of recorded video and live online lectures. The program concludes with an optional two-day on-campus networking event on the Columbia Business School campus in New York City.
The program fee covers teaching fees, all academic materials, and access to online coursework. The fee does not include accommodation for the two-day in-person networking event, travel expenses (domestic, international, visa fee, etc.), or other expenses not specifically mentioned in the fees.
You can pay the full program fee up front or pay in easy installments. If you would like to approach your organization with a sponsorship request for this program, here is a customizable template that you can use.
Unfortunately, it is not possible to take any more electives than the specified number. The electives are designed to help you gain specialized skills in areas that are aligned with your career so that you can dedicate focused time for learning and honing those
Yes. There is closed captioning and transcripts for all prerecorded videos, and closed captioning for recordings of live sessions is also available.
Emeritus collects all program payments, provides learner enrollment and program support, and manages learning platform services.
For the program refund and deferral policy, please click the link here.
Program fees for Emeritus programs with Columbia Business School Executive Education may not be paid for with Title IV financial aid funds. Participants may be able to pay the program fee with funds from the GI Bill, the Post-9/11 Educational Assistance Act of 2008, or similar types of military education funding benefits. Participants must contact the Columbia University’s Office of Military and Veterans Affairs to determine benefit eligibility.
Flexible payment options available.