The Marketing concentration at Columbia Business School seeks to give students expertise in the entire value chain , from designing product offerings (whether they be goods, services, events or ideas) and creating advertising copy, to formulating media budgets, setting prices, and enhancing distribution and customer service. Marketing offers a perfect springboard for careers in many areas- in financial services, packaged goods, consulting, leisure events, arts and entertainment, media/communications and information technologies.

Students specializing in marketing are encouraged to design their own study program after discussing their career interests with an advisor. Many students capitalize on the marketing faculty�s expertise in communications, consulting, product management and services marketing, described below:

• Communications- marketing communications has been called the most creative part of the most dynamic organizational function. Those involved in communications must be devoted to creativity through the cultivation of their imaginative faculties, especially in this emerging age of information. Columbia MBA students in communications prepare for career positions in media management, information technology, advertising and arts administration.
• Consulting- more than one-fifth of students admitted to Columbia Business School pursue careers in general or technical consulting. General consultants in marketing focus on the development of strategy and its implementation within an organization. Technical consultants focus on issues such as information management that often require special skills, quantitative expertise and training in information technologies.
• Product Management- the increasing emphasis on customer orientation; the shift in power from manufacturers to retailers; and the rise of new technologies that affect the flow of customer information and the distribution of goods throughout the supply chain all demand a new breed of product managers. Columbia Business School trains product management students to manage broad categories of products and supply-chain relationships, think strategically, work effectively in cross-functional settings and employ technology as a tool.
• Services Marketing- With the rapid growth of the global services industry, the need to market services has become extremely important. Columbia Business School trains its students for opportunities in services marketing across a broad spectrum of industries, from information technology and telecommunications to professional and financial services and entertainment, travel, transportation and government.

For further information - email contact Sunil Gupta: [email protected]

Last Updated: November 05 1998