Marketing Division

Letter From the Chair

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."

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 Professor Mohamed Hussein

Dr. Mohamed Hussein is a faculty member in the Marketing Division at Columbia Business School. Using survey experiments, conjoint analysis, and natural language processing techniques, he studies the psychology of persuasion, politics, and the intersection of the two. Dr. Hussein’s research has been published in top-tier academic journals, including the Journal of Consumer Research, Journal of Experimental Psychology: General, and Personality and Social Psychology Review.

Before joining Columbia, Dr. Hussein earned his Ph.D. in marketing from Stanford GSB. At Stanford, he was chosen to be a member of the inaugural cohort of the Knight-Hennessy Scholarship and was awarded the Diversifying Academia Recruiting Excellence Fellowship. Before Stanford, he worked in economic consulting at Analysis Group and studied economics and mathematics at Middlebury College.

See Dr. Hussein's Profile

In the Media

The New York Times

May 28, 2025

A New Generation Is Loving Steve Madden, and He Is Here for It

Highlighted by Columbia Business School, this media piece showcases Topics and Areas of Expertise about our esteemed faculty. The content is specifically curated from the publication that showcased the mentioned faculty and/or research, emphasizing its contributions in various fields. The featured Topics and Areas of Expertise reflects the school's commitment to sharing valuable insights and knowledge.

Mentioned Faculty

Matthew Quint

Director: Center on Global Brand Leadership

Adjunct Assistant Professor: Marketing Division

Marketplace

May 27, 2025

Another Worry for U.S. Retailers: Dwindling Numbers of Tourists Coming Here and Shopping

Mentioned Faculty

Ballotpedia News

May 20, 2025

Democrats Request Environmental Policies from Asset Managers

Mentioned Faculty

Vanessa Burbano

Donald C. Waite III Associate Professor of Social Enterprise: Management Division

Inc.

May 20, 2025

An Entrepreneur’s Guide to Choosing an AI for Your Business

Mentioned Faculty

Olivier Toubia

Glaubinger Professor of Business: Marketing Division

CNBC

May 19, 2025

Walmart Is Still a Top Idea for Us as It’ll Keep the Lowest Prices, Says TD Cowen’s Chen

Mentioned Faculty

Oliver Chen

Adjunct Associate Professor of Business: Marketing Division

Insider

May 19, 2025

Walmart Just Made It Even Easier for Everyone Else to Raise Prices

Mentioned Faculty

Research

New Tools, New Rules: A Practical Guide to Effective and Responsible GenAI Use for Surveys and Experiments Research

Authors: Simon Blanchard, Nofar Duani, Aaron Garvey, Oded Netzer , and Travis Oh

Date: Forthcoming

Format: Journal Article

Journal: Journal of Marketing

Generative Artificial Intelligence (GenAI) tools based on Large Language Models (LLMs) are quickly reshaping how researchers conduct surveys and experiments. From reviewing the literature and designing instruments, to administering studies, coding data, and interpreting results, these tools offer substantial opportunities to improve research productivity and advance methodology. Yet with this potential comes a critical challenge: researchers often use these systems without fully understanding how they work.

Authors: Jennifer J Sun and Michel Tuan Pham

Date: Forthcoming

Format: Journal Article

Journal: Journal of Consumer Research

This paper addresses a simple theoretical question of high substantive relevance: What makes a consumption experience special in a consumer’s mind?

Authors: Olivier Toubia

Date: Forthcoming

Format: Journal Article

Journal: Journal of Marketing

We aim to stimulate discussion on how innovation research within marketing can use a better world (BW) perspective to help innovation become a driver of positive change in the world. In this "Challenging the Boundaries" series paper, we hope to provide purposeful research opportunities for scholars seeking to bridge innovation research with the BW movement. We frame our discussion with four areas of innovation research in marketing that are particularly relevant to BW objectives.

Authors: Eva Ascarza, Oded Netzer , and Julian Runge

Date: Forthcoming

Format: Journal Article

Journal: International Journal of Research in Marketing

One of the most crucial aspects and significant levers that gaming companies possess in designing digital games is setting the level of difficulty, which essentially regulates the user’s ability to progress within the game. This aspect is particularly significant in free-to-play (F2P) games, where the paid version often aims to enhance the player’s experience and to facilitate faster progression.

Authors: Nicolas Padilla, Eva Ascarza, and Oded Netzer

Date: Forthcoming

Format: Journal Article

Journal: Quantitative Marketing and Economics

We introduce a probabilistic machine learning model that fuses customer click-stream data and purchase data within and across journeys. This approach addresses the critical business need for leveraging first-party data (1PD), particularly in environments with infrequent purchases, which are characterized by minimal or no prior purchase history.

Ideas

Marketing

Media and Technology

Technology

Date: January 08, 2020

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

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

Date: February 24, 2020

Business and Society

Entrepreneurship

Leadership

Marketing

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

Marketing Division

Letter From the Chair

News and Awards

Newsletter

What was new in the Marketing Division in 2022?

New Faculty

The Marketing Division is pleased to welcome Professor Mohamed Hussein

In the Media

A New Generation Is Loving Steve Madden, and He Is Here for It

Mentioned Faculty

Matthew Quint

Another Worry for U.S. Retailers: Dwindling Numbers of Tourists Coming Here and Shopping

Mentioned Faculty

Democrats Request Environmental Policies from Asset Managers

Mentioned Faculty

Vanessa Burbano

An Entrepreneur’s Guide to Choosing an AI for Your Business

Mentioned Faculty

Olivier Toubia

Walmart Is Still a Top Idea for Us as It’ll Keep the Lowest Prices, Says TD Cowen’s Chen

Mentioned Faculty

Oliver Chen

Walmart Just Made It Even Easier for Everyone Else to Raise Prices

Mentioned Faculty

Research

New Tools, New Rules: A Practical Guide to Effective and Responsible GenAI Use for Surveys and Experiments Research

What Makes Consumption Experiences Feel “Special”? A Multimethod Integrative Analysis

Better Innovation for a Better World

Personalized Game Design for Improved User Retention and Monetization in Freemium Games

The Customer Journey as a Source of Information

Ideas

Julie DeTraglia: On the Front Lines of the Streaming Wars

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

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

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

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

News and Awards

Newsletter

What was new in the Marketing Division in 2022?

The Marketing Division is pleased to welcome Professor Mohamed Hussein

In the Media

A New Generation Is Loving Steve Madden, and He Is Here for It

Mentioned Faculty

Matthew Quint

Another Worry for U.S. Retailers: Dwindling Numbers of Tourists Coming Here and Shopping

Mentioned Faculty

Democrats Request Environmental Policies from Asset Managers

Mentioned Faculty

Vanessa Burbano

An Entrepreneur’s Guide to Choosing an AI for Your Business

Mentioned Faculty

Olivier Toubia

Walmart Is Still a Top Idea for Us as It’ll Keep the Lowest Prices, Says TD Cowen’s Chen

Mentioned Faculty

Oliver Chen

Walmart Just Made It Even Easier for Everyone Else to Raise Prices

Mentioned Faculty

Julie DeTraglia: On the Front Lines of the Streaming Wars

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

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

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

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

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