MBA Classes
"MANAGING BRANDS, IDENTITY AND EXPERIENCES" AT COLUMBIA BUSINESS SCHOOL
The Center on Global Brand Leadership has developed the class "Managing Brands, Identity and Experiences" for Columbia MBA students. Taught by Bernd Schmitt, the course also features business leaders from Center Sponsors and other companies, presenting case studies from their own industries. Topics include: branding as corporate strategy, brand valuation, visual identity, logos and naming, new media, experiential marketing, and internal branding.
INTERNATIONAL SEMINAR ON BRANDING
In this special seminar, students in Columbia Business School's Executive MBA program travel for 10 days to Munich for an intensive look at branding best practices within the German market. Professor Schmitt presents key concepts in branding and case studies. Site visits and guest speakers include leading firms such as BMW, Audi, Siemens, Allianz, 02, and Lowenbrau. The seminar culminates in the deconstruction of the brand experience of Munich's famous Oktoberfest.
"CORPORATE CREATIVITY " AT COLUMBIA BUSINESS SCHOOL
The Center on Global Brand Leadership has designed the innovative class "Corporate Creativity" for Columbia Executive MBA students. Taught by Bernd Schmitt, the course examines creativity first-hand (opening the first day with a "Dionysian History of Business" with African drumming, narration, and modern dance) and how companies do and don't succeed in harnessing creativity to produce innovation in their own business. The course has been awarded the prestigious Dean's Award for Innovation in the Curriculum.