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[Music] hello and welcome we will get started in just a moment we'd like to give the other participants an opportunity to join alright let's go ahead and get started welcome everyone to the informational webinar for Columbia management essentials my name is Jacqueline Feng and I will be your facilitator for today so before we get started I'd like to advise you that your microphones have been set to mute and if you'd like to communicate with us please utilize the chat box if you do use the chat box please make sure that you select all panelists and attendees so that everyone can see your message additionally I'd like to ask that if you have any specific questions for us please utilize the Q&A box so that we can efficiently get to whatever questions that we have and again I am so pleased that you've chosen to join us today to learn more about this professional development opportunity I recognize that it is an incredibly challenging time for everyone and so it means quite a bit to all of us that you've chosen to share a portion of your day with us here today as I mentioned before my name is Jacqueline faith and I'll be facilitating this webinar and I am also a course leader for this management essentials course today I'm joined by our distinguished professor Ted Dzhokhar I'll tell you a little bit about ourselves and then I will hand it over to her so that she totally introduced herself as well I currently work as an assistant vice president of change management for a global consultancy I have a number of years of experience cross-functional within industry as well as as an external consultant with a primary focus on change management HR transformation and leadership development I'm also the founder and principal consultant for a boutique consulting firm called fake transformation LLC where we focus on professional coaching as well as Talent related consulting I obtained my graduate degree in industrial organizational psychology from the University of Georgia and I also have a Bachelors of Science with a focus in accounting from the University of Central Florida so I'll hand it over to EDA to give her an opportunity to introduce herself before we continue Thank You Jackie hi everyone my name is Geeta Giovanni I teach the marketing module in this Columbia management essentials program along with my colleague Odette Nets at Columbia Business School just a little bit about myself I got my PhD from NYU in 1992 and I've been at Columbia Business School since then so for over 25 years now I teach classes on marketing but I also teach classes on innovation and new product development including classes and design thinking I do research in the area of consumer behavior and consumer psychology so I'm really fascinated by what motivates people to buy different products and how you can actually get people to overcome barriers to adoption of new products so these are some topics that I'm working on at the moment and this Columbia management essentials class really highlights some of the great thought leadership that's come out of Columbia Business School and also highlights a lot of topics that we discussed in our coal marketing class at Columbia bactine Jacqui thank you so much Peter all right so before we dive into the content that we prepared for you today I'd like to really hear from you our attendees we'd like to this webinar as interactive as possible so I have two questions for you that I love if you would take a moment to respond in the chat window the first question is what brings you here today right you are all busy people with a lot on your plate especially with everything that's going on in the current environment however you decided to share a part of your day to attend this webinar and we're very interested to understand what brought you here today if do we have any any takers willing to share their motivation for joining the webinar today additionally the second question is where are you joining us from in the world today one of the wonderful things about this particular course is our global student population and it's one of my favorite things about supporting this course I get the opportunity to learn so much from the depth and breadth of the attendees there they're really unique experiences and backgrounds so if you are willing to share please do so in the chat box what brought you here today and what country are you joining us from so I see one person here from Australia I am joining you today from Atlanta Georgia which is in the southeast of the United States of America so we've got two countries represented oK you've got someone from Spain someone from Long Beach California I believe Gita is in New York so we've got some northeast representation oh we've got an Egyptian based person from Dubai and someone else from Boston oh you have from Deerfield Beach I actually grew up in Fort Lauderdale so just down the road and we've got New Jersey represented so the point of this exercise in part is to just help you see just from the folks who are demonstrating interest in joining this course that we have such a wide variety of professionals taking part and contributing to the learning of everyone that is a part of the course alright so we'll go ahead and move on so why is making an event an investment in attending the Columbia management essentials program a great idea if I can distill it down to a single word it really is credibility as you all know Columbia Business School is world-renowned for its high caliber faculty the cutting edge research and thought leadership coming out of that institution as well as the innovative curriculum that they teach to their students the faculty is at the forefront of you know powerful like I mentioned thought leadership that is really doing a lot to change the way that we collectively think about challenging problems within the world today Columbia Business School is consistently ranked among the top schools for career prospects not only that it also hosts more than 47,000 alumni across 133 countries I would also contend that attending this course provides you with a greater level of credibility within the marketplace because you will be taught proven frameworks theories and practices from this tightly in business education as the program not only equips you with the critical skills and competencies that you need to thrive in today's rapidly changing business environment but it also commands respect from your colleagues and other potential employers so who is the ideal candidate for this program the program is created for talented professionals who may be relatively new to their leadership role as well as seasoned leaders that recognize that they have an opportunity to adopt new insights and approaches to address the increased volatility and uncertainty that were seen becoming the new norm the program has curated many critical concepts and lessons on the latest trends in marketing finance and leadership strategies the content is taken right out of the enemy a curriculum delivered to full-time MBA students and is delivered by the same faculty that they receive from Columbia Business School so you are able to benefit from the content via a mechanism that is much more convenient and works for your busy schedules so I'd like to also take a moment to introduce you to the other fabulous faculty members that will be delivering content for you you've already met DITA in addition to eita she mentioned that her colleague professor Oded nexor will also be supporting you from a marketing perspective and his expertise centers on major business challenges of the increasingly data risk rich environments so all about developing qualitative methods that leverage data to gain a deeper understanding of customer behaviors and guide firms decision he is the winner of the Columbia School Dean's Award for Teaching Excellence and he obtained his graduate degrees from Stanford University in addition to professor nexor you're also supported by Professor Adam Galinsky who received his bachelor's from Harvard as well as his master the PhD from Princeton he's currently the chair of the management division and the Vikram and a professor of business at the Columbia Business School he's published more than 200 scientific articles chapters and teaching cases in the field of Management and Social Psychology and his research really centers around leadership power dynamics negotiation decision-making diversity and ethics you also have the distinct pleasure of being taught by Professor Daniel Wolff design and he is the Stephan robot professor and finance and economics at Columbia Business School he received his master's and PhD in economics from Harvard and holds a bachelor's in economics and in mechanical engineering from MIT his research interests are in corporate finance in organizational economics and finally but certainly not least we have the late professor captain Phillips prior to her untimely passing earlier this year she was the Reuben mark professor of organizational and character and the director of the Sanford mercy Center for leadership and ethics and has and was with the Columbia Business School since 2011 now I know I've said a mouthful and I've spent a lot of time talking about the accolades of these professors and their only reason that I do that is because I really want to drive home the caliber of the faculty that you have the benefit of being taught by once you sign up and attend this particular course now a little bit of a program overview for the Columbia management essentials program it really takes a holistic view of what effective management means in today's of Buca world many of you are probably very familiar with that nomenclature when we talk about Luca we talk about the fact that increasingly we're seeing much more volatility and uncertainty and chaos and ambiguity and and this is especially true with what we see right now at Code mid-nineteen right business as usual just isn't going to cut it we are moving into an unknown future in light of all of the the uncertainty that we find ourselves with and so this program seeks to blend both soft skills around leadership influencing and decision making and hard skills the more technically focused skills around marketing finance and data to really prepare you to become a much more agile leader to navigate the coming tomorrow that we can expect within our business environment so by the end of this program you'll be able to identify your own personal strengths and opportunities with the 360 assessment right and this tool is the 360 evaluation is the same tool administered to the Columbia MBA students you'll learn about how different leadership style impacts organizational and team performance you will be given a framework to help you make more systematic decisions you'll learn principles that enable you to influence other in a fair and ethical manner you'll develop skills around a customer centric mindset as well as developing an understanding of key financial concepts such as time value of money net present value and capital budgeting and finally the course is rounded out by allowing you to consider how you can take everything that you learn and partner it with an understanding of the power of social networking to drive business results so this is a 12-week course and it's packed full of robust and highly relevant content so you're provided access to the course and give it an opportunity to get oriented with the platform the structure of the course the cadence and the requirements initially and during week one is is also when you are given access to the 360 evaluation weeks 1 & 2 will focus primarily on leadership and decision-making so this is where you'll be given a chance to identify where your opportunities exist I am the course leader and I support you through that portion of the course we screen will focus on taking you've learned about leadership in the first week and then extended to consider applications for how you can effectively influence others weeks worn by you'll transition to focus on customer centricity so you'll learn about how to better understand your customers their needs how you go about effectively segmenting targeting and positioning to meet those customer needs in week six and seven you pivot to focus on fundamental concepts around finance and capital budgeting and week eight we shift our focus to new product development so you'll get exposure to some innovation principles I really do have a great appreciation for for that particular module in week 9 you'll consider applications for effectively leading and managing teams we ten is all about critical a critical but often undervalued concept which is measuring and building effective social networks and then finally in weeks eleven and twelve the program culminates in a capstone case study that brings all of the concepts that you've learned together and enables you to put it into practice in a real-world business case so now that I've walked you through a really high-level horse journey we'll talk a little bit more about what's covered within each module throughout the 12 weeks of the course so as I mentioned we Xero is all about orienting yourself with the platform the content what the expectations are for the course and how you can complete it successfully you'll be given your access to 360 evaluation and you're asked to consider hornet eight of your colleagues whether they are managers peers or subordinates who can give meaningful insight into your performance as a leader and then there's also an optional basics of accounting for those who need to who will be immune to the content or who need a refresher before getting into the more meaty content around finance in later modules we one is focused on leadership and decision-making which is kind of titled the heart of leadership so we're you're you will be introduced to content about the importance and the mechanics of creating a shared purpose and motivating people to action really really critical when you're talking about developing the ability to be an agile leader you'll look at what it means to be to leverage inspiring visionary leadership right additionally you learn about how you can leverage people's passion to drive performance and then you'll round out the week by learning about enabling action and how to integrate people again to further performance within your respective organizations module two focuses on wise decision making so you'll be introduced to a framework for more effective decision-making you get you're also given a tool to help you facilitate that you're also introduced to the thick psychological truths that need to be addressed in order to make more effective rational decisions how to identify them how to develop strategies to overcome them within yourself and those that you are trying to influence and then you will be given taste studies that help you explore leadership and action module three is still within that management and leadership area and it's all about ethical influencing of others so how do you take everything that you've learned in modules 1 & 2 and leverage it in a fair and ethical manner to influence those that you have in your arena so you get the four principles of influence you'll be introduced to the seven elements of persuasion you'll do a speech amount of sense where you consider an Martin Luther King's Speech and consider how those four principles of influence and the seven elements of persuasion are are accounted for within this given speech and then you'll have a kidney case study that allows you to determine of how to best leverage those things to influence in an ethical and fair manner so now I'm going to hand it over to Keita to talk a little bit about the modules that she will be supporting you through Thank You Jackie as you were talking I was just reminded of just how much I love that material and that leadership goes I don't teach it personally but some of the content in there it's really fascinating and gets you to understand other people in a way from a vantage point of the research behind it because both Adam and Kathy are faculty who clearly done some of the healing work in that area and you know it's really something that I personally enjoy a lot with Michael focus on consumer psychology so understan
ing human beings how to motivate them how to persuade them then that sound will hear very interesting so let me move on to talk about marketing which is my focus and something that I teach the first module which is here module for week 4 is about being customer-centric so to put this in perspective back in the day when I did my MBA many many years ago we learned all about products and how to manage product lines how to manage a profit and loss for a product and the focus was always on that bottom line for a single product and I think the big change that happened in marketing probably a decade or more ago is this notion that rather than managing products we really should be managing customers and the idea is that the customer is the unit that we need to understand and take the customer on a journey with us the firm and for the film it's important to understand that customer journey across the different products that the firm offers the customer another way to think about customer centricity is the idea that these days we have a lot of data on people so having a big data doesn't mean that we have a lot of data on a lot of people rather it's the idea that we have like immense amounts of data on each single person so in a way for a person I know when they first got interested in my product category I can tell their mobile searches their desktop searches I know when they get interested in advertising what types of messages resonate with them what types of reviews attract them how do they purchase products online offline what other products are they buying when they buy my products so all of this I know it's a little spooky but this is the kind of data that marketers today have on customers so they know a lot about each customer which makes the point of being customer-centric even more important you need to understand as much as you can about a single customer in order to my value to them so that's really what this marketing focus is today rather than looking at product PML looking at customers and understanding the customer and trying to provide value as a firm to the customer but also then thinking about the value that the customer provides to you so it's kind of this notion of a relationship with the customer so in this module we talked a lot about customer value and particularly the focus on customer lifetime value so this is defined as the value that you get from a customer as a firm over the lifetime a business that the customer does with you so moving away from a single transaction and a single product to thinking about that entire journey over the lifetime that the customer has with the firm and so it's saying that okay I get a certain margin each time the customer transacts with me but my focus is not on the margin I get today it's really about the stream of profits of a stream of margins that I can potentially get from this customer over their lifetime of doing business with me and it turns out that in order to really estimate that you need to know the contribution margin you also need to know the retention rate which is how long will this customer actually stay with you so these are two very important aspects of customer lifetime value and we get deep into the you know qualification of this we get into how this can influence a customer acquisition cost in the sense that it puts upper bound on your acquisition cost and we get into a lot of details on customer lifetime value and how it should influence decision making in a firm whether it's a small Sangha or whether it's a large business we also talk in this module about economic value meaning that from the customers perspective it's not just about the price they pay for your product right it's really about what's the value they're getting again over the life interaction with that product so you have to really think about what's the current reference price of the product you're using today and if they were to adopt a new product that you want to offer them what would be the value they would get from this new product over their lifetime of interaction with this product and then what's the gap between the reference product price and the value delivered by any problem so I know this is rather abstract but I just want to get across the point that all of this is about thinking long term and thinking strategically Jackie you can no thank you so that's the starting point for our marketing model this module this notion of customer value and customer lifetime value we then talked about segmenting targeting and positioning because this is how you can think about your customers not just as a big group of customers in fact customer lifetime values at the individual levels of each customer has a value but thinking about how we can now group these customers in terms of what are the benefits that they're looking for from your product what motivates them to buy a product what is their profitability when did they join your product in other words what cohort they believe to them to they belong to so all of these are variables that help you segment customers and that's important to do because if you didn't do that we would be approaching all your customers in the same way and therefore not be able to really take advantage of the differences or the heterogeneity among customers in a way that satisfies them and also is more profitable for you so segmenting targeting and positioning is the heart of marketing strategy so we really get into how to segment how do you decide which of these segments to target with your product offering and finally how do you place this offering in the mind of the customer so positioning is about creating an image in the mind of the cast it's not about how you think of your product but it's about how your customer thinks about your product positioning is inherently competitive and segmenting targeting and positioning are the most important aspects of any marketing strategy in fact it's really the heart of marketing strategy once you get your positioning right that enables you to go to the market place with a winning offer offer and then you can tweak your positioning as well depending on the changes in the market place we are getting to a positioning statement exercise where you write a position statement which encapsulate everything about the product benefits and how those benefits resonate with should resonate with your customer so this positioning statement is usually an internal company document that then dictates everything you do when you go out to the marketplace whether it's pricing your product advertising your product or distributing your aura so it's the heart of all of your marketing planning you can go to the next slide please okay so that's about marketing customer centricity long term lifetime value segmentation targeting and positioning then we take a break from marketing to move into finance but then we come back with new products so in the finance module as you can see I'm not as you know passionate and aware of this module I don't teach it my dear colleague professor Daniel Wolfensohn teaches this module but these are really important and fundamental concepts for any business so he's going to talk about net present value how do you calculate that the time value of money how does this influence the cost of a project how do you decide on whether to invest in a certain project or not to invest in a certain project so all of these things are fundamental aspects of Finance and actually of business and he introduces these in a very nice and easy to understand way with a lot of examples can we go to the next and here you see that in the next week we get into these capital budgeting issues that IRR or the internal rate of return and really get into the nitty-gritty of calculating all of these things and thinking about these issues of investment next slide please so we come back and I also teach this module on new product development which is usually thought of as you know like you've got to get a new product come up with an idea and put it out in the market what we do is we take a step back and we see how can you really come up with new product ideas and we introduce you to these really amazing templates or tools that are called systematic inventive thinking tools and the notion is that using these tools anyone can be creative because what it does is it gives you a framework within which to think of ideation so for example the subtraction template tells you that you start with a new product as it exists in the marketplace today and to ID it and come up with ideas in that product category you start thinking of all the essential components or elements of the product and then start taking things away or subtracting them and before we get caught up in you know that silly why would I do that we can think about great products that have come out of that way of thinking so one thing you can see here is this baby chair so if you think about it something that a chair has that's fundamental to a chair is its legs but then if you subtract the legs what you're left with is a floating chair and you might ask yourself what good is that like floating chair that's really you know makes no sense but then it turns out that that can be a really good concept if you had to think of for example a baby chair right so you can think of that as being use case for that kind of crime the iPhone is another example where if you subtract the keyboard from a regular phone what you get is an iPhone and then you can think about the functions that will be used by the keyboard that the keyboard was being used for how do you replace those functions so that's called a subtraction with replacement template and here we know that the iPhone you know fundamentally changed the landscape by taking that keyboard and putting it on the screen so all of these templates are really good tools to use to come up with new product ideas next slide okay so module seven which is in week 9 transitions to Columbia faculty member professor Cathy Phillips and it's all around teens you know set up strategies how you can ensure success from a team perspective so within the context of that module we'll cover common mistakes that teams make how you can promote creativity and innovation within the context of the team dynamics or leveraging some of the concepts from week 8 right how you can actively empower teams to result in better decision making so for example you take a look at power dynamics within the context of the team if you have a say for example a problem that you're trying to solve one of the mistakes that teams often Native they have the most powerful and influential person speaking first and providing their perspective and their ideas of that particular project problem so what you tend to have in those scenarios is the less powerful people it's much more likely that they will align with that more powerful person's perspective and therefore you may not get the best solution because you have done things like group think that come into play so within this module you'll learn how to identify those tracks as well as strategies for how to overcome it and some of that is really focused on how you initially set up your teams to begin with one powerful mechanism for getting out of poor team decision-making is leveraging diversity and what I mean by diversity is not just you know ethnic background and country of origin but really thinking about diversity of functional area diversity of gender diversity of experience both within the context of your organization and outside all of these are tools that you can use and that you'll learn about to make for more effective team project work as well as ultimately outcomes in module 8 as I mentioned you'll talk a lot about social networks and unmade this is a very powerful concept that is so often misunderstood and undervalued particularly if you are in a position where you are working as a change agent a person who is responsible for enacting change within an organizational content context social networks are vital to successful in acting of changes within large complex organization so you'll learn more about the importance of the social network you'll understand the different types of networks that exist in how to identify them how to measure them and how to leverage them to drive results you'll be given strategies for building your own professional and social network including one of the exercises will ask you to map your current network and identify network holes right and come up with strategies for how to fill those additionally you'll be introduced to the GAF a model for managing your respective networks and then I'll hand it over to each other to talk to you a little bit about the final two weeks as well as the capstone case study and conclusion of the course so this capstone case is a case called hooray - and this is a case that Odette Metsa and I wrote together with someone else who was at the time a consultant - already and it's really one of my favorite cases because firstly it's about an interesting product category it's about mobile money secondly it's set in a really interesting part of the world this case study is set in Myanmar and it's set in Myanmar act of time that the country had just opened out so as you all know the country was closed for many years and in around 2011-12 is when it really started opening up a little bit and at that time what the government did is they put out a call for companies to bid on bringing mobile telephones to Myanmar at that time only 10% of the population had mobile phones and only 10% of the population were in the formal banking sector so the idea is that the mobile phones 93 companies bid and the government wanted to get two companies in that would help you know modernize the infrastructure bring in mobile phones and also through mobile money helped to bring about Financial Inclusion to companies which are Telenor and already won the bid from the 93 companies so that was an amazing process two companies won the bid and the case starts at the moment when who radio is launching its mobile phone service and they need to make a decision as to whether they should enter the mobile money market as well so mobile money is you know we think of Apple pay but really in the developing world you can think about things like and better which started off in Kenya it's the biggest example of a very successful mobile money operation and these don't usually work by app they work just your zip through a simple chat function so a very simple interface to help people transfer money to each other and to pay bills and so on so in this case there are two decisions - should you redo enter the Mobile Money business and the second is if they do enter the Mobile Money business should they enter using what's called over the counter service or an OTC service such that if you want to transfer money for example you go to a dealer or a little shop that does that for you versus you do it on your own phone and doing it on your own phone is called a mobile wallet model so the choice is should we use the mobile wallet model or the OTC over the counter model to launch this mobile money if we choose to launch so there's a lot of financials involved there's lifetime value calculations involved and then there are also organizational issues involved so for example a company whose bread and butter is mobile phones and mobile telephony should they really you know enter this new business at the time that lead to them taking their eye off this central business that make that they make money from the mobile phone business so for the leadership how important is it for them to go to the mobile money business what are the pressures of that the government is interested in Financial Inclusion there are competitors who could launch mobile money if it ended so there's a lot of contextual variables there's firm specific leadership variables there's financial calculations and then there's also this whole idea of the new product and customer lifetime value so in that sense trying to make this decision allows you to access all of the information we talked about in this course so it's really a capstone case in the sense it prints together aspects of leadership of Finance and of marketing so we also went back t
Myanmar the case is set in 2014 we went back three years later and wrote an epilogue that tells you what actually happened and so at the end of this case you also received this follow-up updated case that tells you about what actually happened at the end of you know the first case like did they go forward how well do they do - what about selling or what about the other government come to me that MPT that also existed so this is a very nice way I think to wrap up this cooks back to you Jackie thank you so just a couple of program highlights that I want to raise for you I have supported a number of these courses in the house and I find that the participants are always very very happy with and pleased by the ease of use the relevancy of the contents of immediate application of the content that they're able to have one of the benefits of this particular course is that you get live interaction with Columbia faculty so there are a number of webinars that are given throughout the duration of the course and two or three of them include Columbia faculty that included Professor Gita as well as professor nexor additionally there are webinars delivered by course support by asari course leaders like myself who have some knowledge and expertise in their respective domain along the way so that you get real-time feedback you get a deeper dive into some of the concepts and you have a name and face that you can reach out to that's readily available to support any of your questions about content you're also supported by a dedicated team of support professionals that will help you with your any technical issues that you have with the content as I mentioned before you get the benefit of going through that the 360 evaluation tool which helps to create the entire foundation from this core for this course because self awareness is really important in terms of giving you a starting place to build upon when you're looking at it from a professional development perspective all of the content is delivered to you in bite-sized videos none of the videos are longer than 10 minutes it they are packed full of insightful information another thing that you'll find is that the content is very very to go it's not very heavy on the super theoretical side although you are introduced to a lot of really critical theories but it's very very practical and it's undergirded by examples and case studies that allow you to see these theories and in practice in the real world additionally there are pair learning opportunities with discussion boards and having an opportunity to interact with your peers the canvas platform is mobile friendly so if perhaps you have you're in a place with challenged internet you can leverage your mobile device as the mechanism for learning and finally your assignments your case studies your discussion boards all of those things are graded and you're given the opportunity to get really meaningful feedback that you can then put into practice so within it you have such a nice mix of both qualitative and quantitative learning opportunities that have the potential to make a significant impact in the way that you operate as a professional today as I mentioned there are live faculty webinars there are two scheduled for this session the first is the customer analytics webinar with Professor Oded next era which is will be delivered on June 1st and then you have the case debriefing and closing out with Professor joon-ha in July 21st between those before and between those two webinars you also have additional webinars of course leaders like myself in the area of leadership in the area of finance as well as a number of office hours that just give you an opportunity that could get your questions answered real time once you can fulfill all of the requirements of the program you will be issued a certificate of completion to demonstrate that you completed this certificate program from the Columbia Business School executive education I think it is a powerful symbol to potentially put up in your office to update your LinkedIn with so that your colleagues kerah tangibly observe your commitment to growing as a leader and your commitment to professional development as I previously mentioned our participants come from all over the world and have a wide variety of backgrounds we have new managers people with very little experience in the workforce all the way through to people who have 30-plus years of professional experience so it is a nice mix of professionals from a wide variety of industries we have a very broad industry representation among the people who sign up and do very well in this course so I think it's one of my favorite my personal favorite things about being able to take part and supporting it is myself getting to learn from the experiences of all of our participants along the way we have been very fortunate to have very influential professionals from around the world who have taken our course and have just wonderful things to say we have CEOs who take part CFOs we have frontline managers we have leaders of NGOs we have those in academia who also take part in the course so you will join a whole host of individuals from every industry and from almost every organization that you can think of that has taken part so you will be among good company so next steps if you have not already you have until April 21st to enroll in the program you can leverage the link provided in this depth to apply the link should we deliver to you in the chat window and the program itself will start on April 22nd so now we will transition to Q&A I will go through the questions that you have given to us via the Q&A box and then once we get through all those questions I will go back to the chat box and see if there were any that I missed we have one question that says how would this program compare with an MBA from Columbia Business School would you want to take that question that Rd towers on um I didn't say something and you can add Jackie so an MBA is a full-time two-year program so and it's for people who leave the workforce and commit to two years of full-time business school experience so I think that's a big difference the content is not different as we said earlier but they are getting three modules of leadership finance and marketing in an MBA students take 20 different classes each class for 12 weeks so that's I think the biggest difference in terms of being in person on campus for two whole years and getting a going to a degree program as opposed to doing three of the classes in a shorter time frame and doing a professional certificate thank you the next question is this course is taken over a three month period how much of an influence can this course really have and I'll just say that I think that well I would say it depends right I think that the content itself is fantastic I think that if a person who is self-motivated comes in takes the coursework seriously does the assignment takes time to apply the concepts that they're learning within the context of their work I think it can make a tremendous difference in how you show up as a professional how you see yourself as a leader and as well as the technical skills that you're able to derive and the tools that you can take and put into practice but it is going to be highly dependent on the individual right you can put two people in the same course give them the same content and have vastly different outcomes so in terms of how influential it is it's really gonna be dependent on you and how seriously you take it out as the student as we've said report the content that is being shared is plucked directly from the curriculum that the MBA students come it's not you know dumbed down or anything like that these are their real concepts and the real work that is being done by these NBA students so it is gonna be highly dependent on how much you you take the concepts so hard and you put them to practice but if you do so we have had participants who have had great success with leveraging the concepts and the things that they learn from this course is there anything that you and I agree with that it's about how you apply it it's really about practice and you know kind of building up the muscles because you can learn this content and keep it aside as theoretical learning or you can actually take it and apply it to your own work and I'll teach in a lot of executive education programs even in-person programs and it's the people who keep in touch - then apply the concepts that get the most out of it so I agree a lot with a Jacke on that point it's how you take the material so I think in a lot of these courses there are two things there's the credentialing aspect which is about getting the certificate just for the sake of getting the certificate and I mean that's extrinsic motivation but intrinsic motivation is about really learning and applying the content and I think for our part what we try to do when we teach is teach you not just the theories but also the tools that you can use to actually apply the content to your own work okay there's a question that says is the acceptance rate for this course load one percent I think that is a question potentially for program support by understanding its yes assuming that you have you know basic educational background and the ability to prove the coursework and cover the cost of the course it is my understanding that all of those who meet those basic criteria would be accepted to complete the course someone please correct me if I am incorrect keep me honest the next question is how come this course help me I'm not in product or marketing positions but managing IT team so believe that so I think a lot of the leadership content for example would be very relevant to someone managing a team at the end of the day regardless of your position today what I would say is a fundamental understanding of all aspects of business is a component of being let's say business literate so I think it goes beyond just application so maybe the leadership content is more relevant in your case but understanding how to ID 8 maybe you don't apply that to new product ideas that go out to market but you learn how to ID 8 and that inspires you to ID 8 on project management on how you run your teams so for example you can take things you learn and apply it to your context that's one thing I would say the second thing I would say is yes some parts of this course might be more directly relevant than others and the third thing I would say is it's about achieving business literacy because at the end of the day it's not just learning for today it's learning to become a you know a strong business leader in the future as well well then very well sir okay there is a question will there be case studies on a we basis there are periodic case studies I don't know that there is a case study every single week but you are introduced to a variety of scenarios on a weekly basis I don't recall if every single week there is a new and different case then I think I will need to get back to you on that one if you want to put your email in the chat box I will be happy to inquire about that and get you a definitive answer all right let's see we have someone that says I am a dentist I've owned my practice for 15 years I'm planning and moving into a more managerial position and less clinical buying more practices and expand do you think this program will be helpful for me absolutely I absolutely think that this program will be helpful for you if we think about it just from the leadership perspective right you're talking about expanding your scope of influence and how do you leave those that you may not have day-to-day in you know interaction with how do you leverage delegation and other leadership capabilities that will require you to move into a more managerial position how do you drive the best outcomes from teams those kinds of things alone are valuable but then you move into the finance oriented content right we're talking about acquisition of new practices those things are going to be incredibly relevant you consider the the elements which I you know have kita to talk a little bit more about and talking about you know your patience and acquiring patience in how you get the most out of each of those customers I think there are a great number of concepts within the context of this course that would be incredibly useful to you as you seek to move into a more managerial position and expand your business no I'm just second everything you said absolutely because when you're buying a dentist you know other offices and expanding your practice it's about building a business and the skills and the schools are the fundamental skills for building a business there's a question what is unique to this program what differentiates this program from your average free online business program I think I'll leave it to you to answer that question I think that she's gonna have a much more meaningful response that can provide you insight into how it's different meaning so to me the biggest differentiator is the faculty is the fact that this program is taught by faculty at Columbia Business School and we all do research on our topics so the the content that we communicate is coming not just from reading books and putting slides together but it also comes from our own research and our own deep understanding and application of our research with businesses because a lot of us also do a lot of work Consulting and executive education on the along with our work teaching in the degree programs and teaching in executive education so I think the faculty that you have are some of the strongest faculty at the business school Adam Galinsky captain Phillips Danny wolf in said Oh and myself all of us have been around a long time we do a lot of research on our topics so what we communicate comes from our own deep understanding of what works and what doesn't work as an example the whole area of customer lifetime value which is now something that is touted as like a really fundamental principle for startups for example to think about it came out of a lot of research done at Columbia Business School by my colleague professor Don Lemon and so when we talk about customer lifetime value we talk about it from having heard about it when the whole concept was being developed having talked to Professor Lehman and understood like the ramifications and the implications of customer lifetime value beyond just a simple formula so what you get from most people would be the same formula but without that background understanding and without understanding why it's important how you can apply it in practice beyond just simply calculating it and plugging it into you know some kinds of decisions so I think that's really what I would say what differentiates this program is the quality of the faculty and the fact that the faculty are doing original research on the topics that they are talking about very good so we are actually over time we wanted to make sure we spent an adequate amount of time answering all of your questions thank you so much for joining us today especially in light of everything that is going on in the world today we so appreciate and enjoyed your questions we hope that you found value in this content that we have shared if you do have any additional questions please reach out to Columbia at emeritus dr. link in the chat box and if you are interested in registering you can do so via the link in the chat box or by going to the site thank you all again and I hope you have a wonderful day stay safe out there and be well bye-bye
