EMBA classes join forces in Chicago


For the first time, two CBS EMBA classes joined forces in Chicago, US for the one week Marketing Module.  With joint lectures, company visits, lots of field research as well as a social gathering in the form of a local ice hockey game, the EMBA 2016-18 and the Global EMBA 2016-18 classes spent a very busy week in Chicago.

Despite the busy schedules the students were able to get to know each other and make new connections across the classes. From the GEMBA class, Nathalie Breysse said ‘It was a unique and great opportunity to meet, mix and network with the EMBA class’.

Launching products and services

In all the years of the EMBA program, the marketing module has evolved around a company case where students work in small groups with a company of own choice. Students develop a strategic marketing plan for a launch of a product or service in the local market they have travelled to. During the past 23 years, the module has taken place both in Europe and the US allowing students to get local  insights and obtain detailed information about a particular market where the product or service is currently not introduced. 

Learning from world-class faculty

In more recent years, classes have been going to Chicago to also include classes with highly esteemed faculty at the world famous Kellogg School of Management at Northwestern University, a school that is known specifically for their marketing research. This year's lectures specially focused on ‘Branding and the future of marketing strategy’ by Bobby Calder, ‘Increasing customer value through Big Data and CRM’ by Edward Malthouse and ‘Understanding and Evaluating Advertising’ by Derek Rucker.

‘The Marketing Module in Chicago was a great mix of lectures at Kellogg, which is a true American institution and champion within marketing research, and the very hands-on meetings with relevant companies with regards to our marketing project. We really enjoyed the welcome and open attitude from the companies, who were able to give us valuable input and create impact. We look forward to continuing our work with the marketing assignment based on the interviews and learnings from the lectures’ said Robert Thomsen from the EMBA class 2016-18.