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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June 20, 2023
9 to 12 Months
Online and In Person
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 Additionally, you will explore how to create and manage disruptions to upend outdated models.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.
Core Curriculum
Kick-start your program journey with 18 weeks of online learning, imparting essential skills for marketing management.
Weekly Live Sessions
Experience live online sessions with success coaches as well as periodic guest lectures from faculty, industry leaders, and career advisors.
World-Renowned Faculty
Learn from Columbia faculty who bring rich experience to the classroom.
Peer Learning
Interact with and learn from high-achieving peers from around the globe and build your network.
Success Coach
You will be assigned a success coach who will help craft your learning journey through regular one-on-one check-in sessions.
Practitioner Insights
Learn from industry experts during the program to gain actionable insights and implement learning into practice.
Flexible Learning Journey
Customize your program experience by selecting from a range of topical electives and gain skill sets specific to your career goals.
Networking Event
Interact with faculty, peers, and global industry leaders at an optional two-day on-campus networking event.
Select Alumni Benefits
Receive select Columbia Business School alumni benefits upon completion of the program and become part of a distinguished global community.
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 company’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.
Note: Session topics are subject to change.
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 will offer an opportunity to explore content that delves into on-trend marketing innovations, positive disruption strategies, and new ways to implement customer-focused initiatives. Lessons learned will reveal how you can make a significant measurable impact on your organization’s bottom line and reimagine its customer experience. The choice of electives includes:
Note: Electives are subject to change.
With a focus on relevant specializations, a choice of one in-class or online 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: 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 recognition ceremony and 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.
Oded Netzer
Gantcher Associate Professor of Business, Columbia Business School
Assistant Professor of Business, Marketing, Columbia Business School
Lecturer of Marketing, Columbia University School of Professional Studies
Adjunct Professor of Marketing, Columbia Business School
Professor of Business, Marketing, Columbia Business School
Former CEO of Tempur-Sealy
Carson Family Professor of Business; Co-Faculty Director, Media and Technology Program; Columbia Business School
Associate Professor of Marketing, Indiana University, Kelley School of Business
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.
Download BrochurePlease note that participants must complete all modules of the program (online, in person or live online, inter-module) to receive the Certificate in Business Excellence.
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:
Round 1
Closed
Round 2
Closed
Round 3
Closed
Round 4
Deadline: June 7, 2023
Application fee: US$300
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.
Flexible payment options available.