Letter From the Chair
The Marketing Division at Columbia Business School brings together a team of approximately 25 full-time faculty members, 25 adjunct faculty members, 20 PhD students, 20 Master of Science students, and 6 research and administrative staff.
Our world leading full-time faculty conduct cutting edge academic research, developing methodologies and producing insights that are useful for industry and policy makers. The field of marketing is interdisciplinary—it intersects with social sciences such as psychology, sociology and economics, as well as data sciences, statistics, computer science and operations research. We study a wide range of topics including the psychology of consumer behavior, the strategic interactions between firms and consumers, marketing analytics, innovation, and customer relationship management. The Columbia Marketing Division offers a rich and active intellectual environment hosting seminars, conferences and other events, and has been the birthplace of groundbreaking ideas, such as the theory of buyer behavior and customer lifetime value.
We offer core and elective courses that are relevant not only to students interested in careers in traditional and digital marketing, but also to those interested in brand and product management, entrepreneurship, corporate innovation, consulting, media, technology, and healthcare management. We teach courses on customer management, product management, marketing strategy, sales, innovation, pricing, branding, digital marketing, retailing, media, behavioral economics, consulting, and several related domains. Offering a robust portfolio of courses is enabled by our exceptional strong adjunct faculty.
In addition to teaching in the MBA and EMBA programs, we host a successful PhD program. Our graduating PhD students typically pursue academic careers. Our recent alums have received offers from top Schools such as Wharton, Stanford, Harvard, Cornell, Dartmouth, London Business School, INSEAD, and Carnegie Mellon University.
We are responsible for a Master of Science in Marketing, a small elite program that teaches the latest tools coming straight from academic research to future practitioners.
Finally, we administer a popular Master of Science in Business Analytics program together with our colleagues from the Decisions, Risk and Operations Division and from the Industrial Engineering and Operations Research Department (in the School of Engineering and Applied Sciences).
We invite you to further browse our website and reach out to us!
New Faculty
The Marketing Division is pleased to welcome Professors Dante Donati, Hortense Fong, and Christopher LaSala.
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Dante Donati is a faculty member in the Marketing Division at Columbia Business School. His research covers a variety of empirical topics in Marketing and Economics, including measuring the effects of ICTs on economic, political and social outcomes, methodological work to conduct surveys and experiments on social media, as well as large-scale randomized experiments on the effectiveness of social and behavior change communication campaigns. He has conducted research in collaboration with the World Bank, the Bill & Melinda Gates Foundation and a number of nonprofit organizations around the world. He is also co-creator of Virtual Lab, an open-source platform for online surveys and evaluation of social media marketing campaigns. Professor Donati received a Master of Science degree cum laude in Economics from Bocconi University, and a Ph.D. degree cum laude in Economics, Finance and Business from Pompeu Fabra University. |
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Hortense Fong uses machine learning, econometric, and experimental methods to study how emotions impact consumer behavior. A distinguishing feature of her interests involves going beyond ML’s use in prediction to study how to incorporate domain-specific theoretic and managerial knowledge into ML systems and make them more interpretable. She also has a broader interest in questions at the interface of marketing and society (e.g., fairness).
Before joining Columbia, Professor Fong received a Ph.D. in Quantitative Marketing from Yale. She teaches the Marketing Analytics course.
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Christopher LaSala comes to Columbia after nearly two decades at Google, where his accomplishments include building their first reseller program, launching a mobile ad network, and leading product strategy for their sell-side ad tech business. The common theme across Chris’ tenure at Google was working closely with engineering and product teams from ideation through commercial launch, gaining a reputation for leading cross-functional teams to overcome hurdles and make efficient, well-informed decisions. Outside of Google, Chris was active across the digital media industry as a founding board member of both the Search Engine Marketing Professionals Organization (2003) and the Interactive Advertising Bureau’s Mobile Advisory Board (2015). |
In the Media
Other Research
Hidden Markov Models in Marketing
Brand Identity: Brand Naming Process and Brand Linguistics in an International Context
The Lexicon and Grammar of Affect-as-Information in Consumer Decision Making: The GAIM
This chapter examines how the original tenets of the affect-as-information hypothesis can be extended to explain a wide range of judgment phenomena, especially with respect to consumer decision making. To this end, research within social psychology as well as research from other fields such as consumer behavior and behavioral decision making is reviewed. The chapter is organized into three main sections. The first section identifies distinct types of information that people seem to derive from their feelings.
Toward a Pedagogy for Consumer Anthropology: Method, Theory, Marketing
This paper focuses on teaching the application of anthropology in business to marketing students. It begins with the premise that consumer marketers have long used ethnography as a component of their qualitative market research toolkit to inform their knowledge about and empathy for consumers. A question for market research educators who include ethnography in their curricula is if and how to teach the richness of anthropologically based approaches, especially given a decoupling of ethnographic method from anthropological theory in much consumer research practice.
Mining Consumer Minds: Downstream Consequences of Host Motivations for Home Sharing Platforms
This research sheds light on consumer motivations for participating in the sharing economy and examines downstream consequences of the uncovered motivations.
