II - July 16–August 2, 2019
“I wasn’t expecting to have this much fun while learning and working. I feel more comfortable about expressing my ideas and plans.” — Ceren Basarir
Have you ever wondered how companies make commercials, how many thousands of ads you see in a single day, why Procter & Gamble sells 12 brands of detergent, or why you buy what you buy?
This course answers these questions and many more as students explore the various strategies used by companies to communicate with the consumer. Through selected readings including marketing texts, case studies, and current news articles, students acquire a general background in marketing, advertising, and public relations.
Participants gather in the morning sessions for lecture and discussion while devoting the afternoon sessions to hands-on and group work. Students are required to create a new product and marketing plan to present to the class as their final projects.
Juli Falkoff is an accomplished marketing executive, with expertise in brand management, strategy, and integrated communications. She has revitalized iconic consumer brands and launched innovative new products. Juli began her brand management career at Kraft General Foods in the Desserts Division on Jell-O Pudding and Baker’s Chocolate, followed by American Express. She then moved into marketing leadership roles at beverage companies Seagram, Schieffelin & Somerset, and Pernod Ricard, leading the marketing efforts on brands including Hennessy, Tanqueray, and Grand Marnier. Juli is also an Adjunct Professor in the Master of Science in Strategic Communication Program in the School of Professional Studies at Columbia University, teaching graduate level courses in marketing strategy and communications. Juli received her MBA in marketing and finance from the University of Chicago Booth School of Business and her BA in mathematics from Smith College
Robert Lee is Senior Vice President and Global Creative Director for Newsweek Media Group, overseeing all areas of the business from branded content to five verticals including the Newsweek website. He was the founder of HOWL GROUP in Brooklyn, NY, an advertising/design collective, and has served as Vice President, Creative Director, at Kenneth Cole, NY, and at Publicis, NY. Robert created the Capital One “What’s in your wallet?” national ad campaign, which has been running since 2001. He has worked with Donna Karan on her philanthropy, Urban Zen Foundation, and various brands including Ralph Lauren, Givenchy, Jimmy Choo, Justin Bieber Fragrances, Microsoft, BMW, Maserati, Usher Fragrances, Jennifer Fisher Jewelry, and Samuelsohn/Hickey Freeman suits. He has creative-directed editorially in magazine and art monograph formats for clients including Christopher Makos and MusicMusicMusic magazine and continues to do creative sidebars whenever his spirit moves him. Robert received his B.A. from Rutgers University.
Corey Jay Liberman is an associate professor in the Department of Communication and Media Arts at Marymount Manhattan College. He earned his B.A. in communication from the University of Delaware and his M.A. and Ph.D. in communication from Rutgers University. He teaches courses in interpersonal communication, communication theory, group communication, organizational communication, persuasion, and communication networks, and has scholarly interests in both how employees communicate upward dissent to superiors and the role of persuasion in health campaigns. He recently coauthored the book Organizational Communication: Strategies for Success (2nd Ed) and edited the book Casing Persuasive Communication. In addition, he is working on two new texts: a coauthored book titled Risk and Crisis Communication: Communicating in a Disruptive Age and a coedited book titled Casing Risk and Crisis Communication. He is a member of the National Communication Association and the Eastern Communication Association, and is also the immediate past president of the New York State Communication Association.