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Prof. Oded Netzer in class lecturing to students

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Letter From the Chair

Kinshuk Jerath
Kinshuk Jerath, Chair of the Marketing Department

 

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!

News and Awards

Hortense Fong, 2021 MSI Alden G. Clayton Doctoral Dissertation Proposal Competition, for her submission, “A Theory-Based Interpretable Deep Learning Architecture for Music Emotion.

”Toubia, Olivier, and Andrew T. Stephen. "Intrinsic vs. image-related utility in social media: Why do people contribute content to twitter?." Marketing Science 32.3 (2013): 368-392.

Alisa Wu, a Bernstein Center Doctoral Research Grant for her project titled “Are females more emotional? Gender stereotypes and how to overcome them,”

Lan Luo, for his project titled “Decomposing the Impact of Gender on Facial Discrimination: Using GANs for Modular Stimuli.”

Melanie Brucks for receiving a joint grant from the Sanford C. Bernstein & Co. Center for Leadership and Ethics and the Diversity, Equity and Inclusion Office to pursue a project entitled, "The Great Equalizer: Does Virtual Interaction Reduce Gender Disparities in Classroom Participation?" 

Oded Netzer for also receiving a Sanford C. Bernstein Center Faculty Research Grant to pursue a project entitled, " Diversity in U.S. Advertising in Times of Racial Unrest."

Newsletter

Marketing Annual Magazine Cover Page

What was new in the Marketing Division in 2022?

Read about it in our annual newsletter!

New Faculty: The Marketing Division is pleased to welcome Professors Dante Donati, Hortense Fong, and Christopher LaSala.

Dante Donati

Dante Donati

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.

Hortense Fong

Hortense Fong

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.

Christopher LaSala

Christopher LaSala

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).

Chris’ mission at CBS is to build on the existing product management foundation and shape a world-class product management discipline that connects theory with practice. His first endeavor is to bring industry practice into the classroom, starting with the launch of a Digital Product Management Lab in the fall term of 2022.

In the Media

Date
July 15, 2023
Faculty Member
Gernot Wagner

Weeks of Extreme Heat Strain Small Businesses and Economy

Wall Street Journal
Date
June 28, 2023
Faculty Member
Oded Netzer

Striking the Balance between Intuition and Information with Oded Netzer, Co-Author of “Decisions Over Decimals”

Marketing Today
Date
May 22, 2023
Faculty Member
Oded Netzer Ran Kivetz

Your Next Big Move Should Scare You

The Wall Street Journal
Date
April 12, 2023
Faculty Member
Brett House

The Race to Decarbonize America Needs More Workers

WIRED

Research

Detecting Routines: Applications to Ridesharing CRM

Authors
Ryan Dew, Eva Ascarza, Oded Netzer, and Nachum Sicherman
Date
Forthcoming
Format
Journal Article
Journal
Journal of Marketing Research

Routines shape many aspects of day-to-day consumption. While prior work has established the importance of habits in consumer behavior, little work has been done to understand the implications of routines — which we define as repeated behaviors with recurring, temporal structures — for customer management. One reason for this dearth is the difficulty of measuring routines from transaction data, particularly when routines vary substantially across customers. We propose a new approach for doing so, which we apply in the context of ridesharing.

Read More about Detecting Routines: Applications to Ridesharing CRM

Automating the B2B Salesperson Pricing Decisions: A Human-Machine Hybrid Approach

Authors
Yael Karlinsky-Shichor and Oded Netzer
Date
Forthcoming
Format
Journal Article
Journal
Marketing Science
We propose a human-machine hybrid approach to automating decision making in high human-interaction environments and apply it in the business-to-business (B2B) retail context.
Read More about Automating the B2B Salesperson Pricing Decisions: A Human-Machine Hybrid Approach

Hidden Markov Models in Marketing

Authors
Oded Netzer, Peter Ebbes, and Tammo Bijmolt
Date
Forthcoming
Format
Chapter
Book
Advance Techniques and Methods to Model Markets
Read More about Hidden Markov Models in Marketing

Brand Identity: Brand Naming Process and Brand Linguistics in an International Context

Authors
Bernd Schmitt and Shu Zhang
Date
Forthcoming
Format
Chapter
Book
Next Practices in Marketing: Brand Management
Read More about 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

Authors
Michel Tuan Pham
Date
Forthcoming
Format
Chapter
Book
Social Psychology of Consumer Behavior

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.

Read More about The Lexicon and Grammar of Affect-as-Information in Consumer Decision Making: The GAIM

Ideas

Marketing
Media and Technology
Technology
Date
January 08, 2020
Julie DeTraglia
Marketing
Media and Technology
Technology

Julie DeTraglia: On the Front Lines of the Streaming Wars

For Julie DeTraglia (VP, Head of Research and Insights, Hulu; BRITE ’20 Speaker), the most competitive year yet in the streaming wars presents an opportunity.

  • Read more about Julie DeTraglia: On the Front Lines of the Streaming Wars about Julie DeTraglia: On the Front Lines of the Streaming Wars
Marketing
Type
Brand Talk
Date
February 08, 2021
During the COVID-19 pandemic, as gravely ill patients filled the wards of Mount Sinai’s hospitals, concurrent crises of fear, anxiety, and misinformation about the coronavirus also took hold in the general populace.
Marketing

The Importance of Team Agility in Uncertain Times: Karen Wish ’94, VP and CMO of Mount Sinai Hospital Group and Network

During the COVID-19 pandemic, physicians and scientists quickly became the world’s most trusted sources of information on the pandemic. In this talk at the Future of Marketing Leadership Conference, learn how Karen Wish ’94 (VP and CMO, Mount Sinai Hospital Group and Network) led her team at Mount Sinai to get the truth and consistent messaging across to patients, staff, and the general public when they needed it most.

  • Read more about The Importance of Team Agility in Uncertain Times: Karen Wish ’94, VP and CMO of Mount Sinai Hospital Group and Network about The Importance of Team Agility in Uncertain Times: Karen Wish ’94, VP and CMO of Mount Sinai Hospital Group and Network
Marketing
Date
November 23, 2010
Article Photo Image
Marketing

Executing a Global Strategy, Locally: Lessons from The World’s Local Bank

How HSBC is leading the way in changing how banks brand and market themselves.

  • Read more about Executing a Global Strategy, Locally: Lessons from The World’s Local Bank about Executing a Global Strategy, Locally: Lessons from The World’s Local Bank
Marketing
Type
Brand Talk
Date
December 06, 2021
From a career that has spanned multiple continents and industry sectors, Michelle Crossan-Matos (CMO, Samsung Electronics America) shares insights on the intersection of data and human intuition in marketing in this talk from the 2021 Future of Marketing Leadership conference.
Marketing

The Human Factor: Michelle Crossan-Matos, CMO of Samsung Electronics America

From a career that has spanned multiple continents and industry sectors, Michelle Crossan-Matos (CMO, Samsung Electronics America) draws insights on the human factor in consumer electronics marketing in this talk from the 2021 Future of Marketing Leadership Conference.

  • Read more about The Human Factor: Michelle Crossan-Matos, CMO of Samsung Electronics America about The Human Factor: Michelle Crossan-Matos, CMO of Samsung Electronics America
Business and society
Entrepreneurship
Leadership
Marketing
Date
February 24, 2020
Pauline Brown
Business and society
Entrepreneurship
Leadership
Marketing

Pauline Brown on “The Other AI” That Will Transform Business

Pauline Brown on “The Other AI” That Will Transform Business

  • Read more about Pauline Brown on “The Other AI” That Will Transform Business about Pauline Brown on “The Other AI” That Will Transform Business
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