Programs and Courses
MBA:
Product Management for Technology Companies: An Entrepreneurial Perspective
MKTG-458-0
This course equips students with the frameworks, tools, and applications to become effective product managers. The course focuses equally on product management in technology startup firms and product management in large technology firms. Students gain hands-on experience via exercises and targeted cases developed specifically for this course. This course has been revamped to incorporate the dramatic advancements in Generative AI into the learning experience. It includes a series of live mini cases that expose students to real-time scenarios in class. The course prepares students to become effective product managers and product marketers in a startup firm or in a larger technology company by developing a comprehensive understanding of the role of Product Management in a technology company and the responsibilities of Product Managers in various contexts. This course provides a firm grasp of the strategic frameworks and tactical tools (deliverables) that form the foundational skills for product management and the ability to apply these product management skills in real-life business situations.
AI-Native Marketing: The Intelligent Marketing Operating System
MKTG-468-0
I designed this course with a simple premise. Most companies have bolted AI onto marketing without changing how marketing really works. The tools improve isolated tasks, but not the system they plug into. A generative AI tool may write great ad copy that the personalization engine never sees. A predictive model can flag high-propensity customers that the campaign execution platform can't reach in time. The tools work. The system doesn't. This course teaches you to architect marketing as an AI-native system. The course is based on a framework I have developed, called the Intelligent Marketing Operating System (I-MOS) that treats marketing as a continuous, connected system rather than a collection of disconnected campaigns and tools. Think of it the way you think about the operating system on your phone: it doesn't do any single task, but without it, nothing runs reliably. I-MOS has two dimensions. The first is seven marketing workflows that define what marketing must accomplish: understand the customer (Sense, Focus), design customer journeys and campaigns (Design, Orchestrate); and execute and optimize the campaigns (Attract, Execute, Learn). The second is an operating architecture that makes the workflows run as a connected whole. We will get into the architecture in detail during the course. For now, the key insight is simple: the output of each workflow feeds the next, and the system learns continuously. Two things make this moment different from anything that came before in marketing. Generative AI can now produce and personalize content at a speed that was unimaginable two years ago. And Agentic AI offers software agents that can reason, plan, and act on their own within boundaries you set. Generative AI gave marketing a powerful new engine. Agentic AI provides the nervous system that connects sense to action to learning. Together, they make a true marketing operating system possible for the first time. The course is anchored in Jobs-to-be-Done: the functional and emotional needs that drive customer behavior. Every workflow starts with the customer, not the technology. I-MOS ensures that the system's efficiency never replaces customer insight. This is an important concept I call the Insight Gap, which is the strategic judgment that only humans can provide. This course will equip you with both analytical skills (technology, data, decision logic) and creative expertise (content, storytelling, brand voice). The course includes seven original case studies, a hands-on lab, and a Capstone Project where your team will design an AI-First Marketing Playbook for a real brand. This is a greenfield course. Every case and module was created in 2026.
Intellectual Property for Entrepreneurs
This course will teach what entrepreneurs need to know to secure and leverage the knowledge based assets of their business as intellectual property. The course begins with a survey of various intellectual property forms for inventions, original expressions, source identifiers/brands and confidential information etc. Through group case study, in class discussion and lecture we explore the decisions to pursue registering intangibles (if needed) as patents, copyrights, trade marks, or securing same as trade secrets or other forms of intellectual property. Methods for leveraging IP ownership to realize investment and or exit from the business are reviewed. Case studies examine contemporary challenges in consumer durables, AI & food, finance, health care and other start up contexts.
Intellectual Capital Management
This course addresses the strategic question "How do innovators own and leverage what they build?" The topic is important for professionals who seek to build a difference that makes a difference in the marketplace. The course follows a "lifecycle" approach to the management of ideas and intellectual capital covering the creation and codification of the asset in the form of property (IP), valuation, and leveraging of same into markets for growth. Case studies examine health care, education, software/artificial intelligence, media, food/agriculture, entertainment, finance, consumer durables and other contexts. The "open innovation" option is considered in each context.
Executive MBA:
Leading Product Organizations
This course prepares senior executives for product leadership roles. Students will learn how to craft product-led strategies that align with the mission and core values of their organization. Students will understand how to use analytics to improve product portfolio performance and drive growth strategies while fostering a customer-centric culture in their organization. They will also learn how to manage relationships and communicate effectively as product leaders. The course has been designed to enhance leadership, analytical, and customer empathy skills as students prepare to lead product organizations.
This course is designed to be a blended learning experience, featuring a set of five asynchronous modules consisting of video content and exercises, complemented with four live virtual sessions. The asynchronous modules focus on frameworks and technical concepts that are best learned in a self-paced, on-demand format while the live sessions focus on application, interaction, and action learning.
Executive Education:
Leading and Sustaining a Culture of Innovation
Generative AI: Executive Strategies to Unlock Enterprise Value