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. You can read more about this relationship here.


Take the first step to a Global Education

  • Starts on


  • Duration

    2 Months, Online

    (2 - 4 hours per week)
  • Course Fees

    US$ 900*

Curriculum & Faculty


  • Pre-Work
  • a) Harvard Business Review: Rethinking Marketing
  • Framework
  • a) New World of Marketing: Customer Centricity
  • b) Customer Life Time Value
  • c) Customer Equity
  • d) Increasing Customer Equity:
  • – Customer Acquisition
  • – Customer Expansion
  • – Customer Retention
  • Application
  • a) Customer Life Value Problem Set
  • b) 2×2 Customer Value Matrix
  • c) Real World Project: Project Scoping
  • Pre-Work
  • a) Overconfidence Survey
  • b) Behavioral Economics Survey
  • c) Columbia Case Works: Apple vs Samsung Case
  • Framework
  • a) The Value Triangle:
  • – Economic Value
  • – Functional Value
  • – Psychological Value
  • b) Case analysis: Apple vs Samsung
  • c) How Customers Think:
  • – Bounded Rationality
  • – Subjective & Motivational Factors
  • Application
  • a) Economic Value Problem Set
  • b) Sawtooth Tool: Demo and Application
  • c) Real World Project: Work with your peers to identify sources of value for your product or service
  • Pre-Work
  • a) Columbia Case Works: Generate Perceptual Maps from Social Media Data
  • b) VALS Survey
  • Framework
  • a) Segmenting – Definition and Methods
  • b) Targeting: Examples & Types – Motivation and Usage
  • c) Positioning Strategies
  • d) VALS Survey Debrief
  • e) Tata Nano – Mini-case
  • f) Branding as a Positioning Tool
  • g) Branding Case Study – MasterCard
  • h) Writing a Positioning Statement
  • i) Text Mining Perceptual Maps
  • Application
  • a) Generate a positioning statement for your company or business unit
  • b) Real World Project:
  • – Segment the market for your product/service
  • – Select the most promising target segment and write a positioning statement for it
  • Framework
  • a) Why Firms Introduce New Products
  • b) Why New Products Fail
  • c) New Product Development Process
  • d) Empower your innovation process with Ideation Templates
  • e) Ideation Templates:
  • – Subtraction
  • – Replacement
  • – Task Unification
  • – Attribute Dependency
  • f) Forecasting Matrix
  • Application
  • a) Use Task Unification & Subtraction Templates to develop a new feature for a Tablet PC
  • b) Apply Attribute Dependency model to baby bottles using the Forecasting Matrix
  • c) Real World Project: Using the knowledge and tools learnt, think about innovating your product/service and come up with a new product/service
  • Pre Work:
  • a) Harvard Business School Case: Propecia
  • b) Columbia Case Works: Using Social Media to Track Effectiveness of Communication Campaigns
  • Framework
  • a) Propecia Case Discussion & Debrief
  • b) Types of Online Spending
  • c) Creative Brief – Target, Task and Theme
  • d) Creating Ads using Templates:
  • – Absurd Alternatives
  • – Extreme Consequences
  • – Subtraction
  • – Activation
  • – Metaphor & Fusion
  • – Task Unification
  • e) How to Measure Success of your Ads
  • f) Social Media
  • Application
  • a) Work on individual assignment for Propecia Case
  • b) Real World Project: Create an ad using a template learnt in this module
  • Pre-Work:
  • a) Columbia Case Works: Ooredoo – Launching Mobile Money in Myanmar
  • Framework:
  • a) Ooredoo Case Discussion and Debrief
  • b) Summary of Course & Key Takeaways
  • Application:
  • a) Ooredo Case Analysis and Discussion
  • b) Real World Project: Final Submission
  • c) Final Exam


Gita Johar
Gita Johar

Meyer Feldberg Professor of Business

Oded Netzer
Oded Netzer

Professor of Business, Marketing

Learning Experience

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

  • Orientation Week

    Orientation WeekThe 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

    Weekly GoalsOn 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.

  • Recorded Video Lectures

    Recorded Video LecturesThe recorded video lectures are by faculty from the collaborating university.

  • Live Webinars

    Live WebinarsEvery 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

    Clarifying DoubtsIn 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.

  • Follow-Up

    Follow-UpThe 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

    Continued Course AccessYou 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.

Program Highlights

Mobile App Discussions
9 Mobile App Discussions
Case Studies
5 Case Studies
Peer Learning Discussions
6 Peer Learning Discussions
Capstone Project
1 Capstone Project
Video Lectures
43 Video Lectures

Benefits to the Learner

Career capital

Career capital

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

Social Capital

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

Brand Capital

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

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


Marketing: Building and Managing a Customer Centric Organization - Certificate Click to view certificate



  • You can pay for the course either with an international debit or credit card (unfortunately we are unable to accept Diners credit cards), or through a bank wire transfer. On clicking the apply now button below, you will be directed to the application form and the payment page.
  • We provide deferrals and refunds in specific cases. The deferrals and refund policy is available here.
  • You will be provided a course login within 48 hours of making a payment.


  • Please provide your work experience and your current employer via the application.
  • You can apply by clicking the Apply Now button


For any questions regarding Emeritus, the learning experience, admission & fees, grading & evaluation please visit COMMON FAQs