Columbia Business School to mount its first executive programme in 2002

"We had an extremely positive response to the first marketing programme we did last year in May with the Columbia Business School, with the programme receiving excellent reviews from participants, diplomats and the media", said Aman Merchant, Chief Executive Officer, Leading Concepts, which is organising the executive programme between May 6-8 at the Fairmont Dubai, Dubai, under an exclusive association with Columbia Business School.

"Executive success in the 21st century requires, more than ever, marketing expertise that transcends functional boundaries. This top-notch executive programme prepares managers in all areas - marketing and non-marketing - to develop and execute strategies for their products, services or markets in the new economy. First launched in 1963, constantly updated and freshly redesigned to meet participants' needs in the digital age, this programme, being offered for only the second time in the Middle East, is the leading one of its kind in the world. Its executive alumni alone number more than 10,000 worldwide, including many current CEOs of major corporations," explained Merchant.

Like last year, this year's programme shall be led jointly by Professor James Hulbert and Prof. Michel Tuan Pham. Professor Hulbert Professor James Mac Hulbert is the R. C. Kopf Professor of International Marketing at the Columbia Business School. He has taught in executive development programmes in Europe, South America, North America, the Middle East, Africa and Asia, and has served as Vice Dean of Columbia Business School and Chairman of its Marketing Department. He has also worked with several multinational companies around the world, including 3M, IBM, General Electric, Merrill Lynch, Ciba-Geigy, Pioneer, DuPont, Glaxo-Wellcome, Citicorp, Goldman Sachs, Kodak, Johnson and Johnson, ICI, Unilever, Philips, Phillip Morris and Toyota.
Professor Pham, who holds a licence in applied economics from the Catholic University of Mons, Belgium, as well as an M.A. and PhD from the University of Florida, is an international executive teacher, award-winning researcher, a Fellow of Intercollegiate Center for Management Sciences and serves on the Board of Directors of the Advertising Educational Foundation.

"Professor Pham is an expert on marketing strategy, marketing communications and the psychology of decision making," said Aman Merchant. "His research has appeared in many leading academic journals, both in the USA and Europe, while his comments on current business issues are widely publicised in leading global financial dailies as well as on key television stations."

"These two men are eminent in their field," added Aman Merchant. "Their knowledge and level of expertise is sought-after the world over and they bring to executives in the Gulf an unparalleled opportunity to share actual problems from their own businesses and receive individualised feedback."

Columbia Business School's first marketing programme in the Middle East for 2001 attracted a high profile attendance from key business leaders from throughout the Gulf.

"It was a very useful programme, and good practical techniques were discussed," said Premal Patel, Head of Marketing at Visa International, who attended the 2001 programme.

"The programme gave a wonderful insight into the world is changing rapidly in the new 21st century, and organisations which don't change with these times will vanish," added Sameer Sawhney, Head of Syndications and Asset Sales at Standard Chartered Bank, who was also a participant at last year's programme.

The programme will include sessions devoted to creating market focused strategies, strategic pricing, positioning, defensive and communication strategies, competitive analysis, branding, decision-making pitfalls as well as numerous case studies.