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Subjects: Business and Finance

Brand Leadership—A Series of Three E-Seminars
In the Brand Leadership series, Professor Bernd Schmitt explains the five key steps that companies must take to successfully manage their brands, argues that managers need to provide customers with five types of desirable "experiences," and discusses how to build a creative organization that will both foster and reinforce compelling branding campaigns.


Introduction to the Art of Venture Valuation
For the valuation of publicly traded companies, the market price of similar companies can provide a reference point. The valuation of private companies, and particularly early-stage technology companies or projects, is more complicated. In this e-seminar, Professor Fuerst of Columbia Business School discusses the main methods of valuation and highlights some of the adjustments that are typically necessary for technology-related companies.

Oil in the Arab-Persian Gulf
In his e-seminar Oil in the Arab-Persian Gulf, Jean-Francois Seznec, Professor at Columbia's School of International and Public Affairs, examines the intricacies of the oil trade in the Arab-Persian Gulf and its global impact. In the course of looking at the interplay of oil and politics in the Gulf region as well as in Europe, Professor Seznec discusses new technologies being used to find and harvest oil, and goes on to consider the political fallout from the use of some of those technologies.

5 more Business and Finance E-Seminars

Learning Tool

Living the Brand Promise
In this audio slide show, Sherrie Tollefson of Eli Lilly & Company explains how her company had to back up its brand's look and feel with concrete behaviors and cultural change at the organizational level. From the e-seminar Branding and the Creative Organization with Bernd Schmitt.

6 more Business and Finance Learning Tools


Hermes, a publication of Columbia Business School alumni, focuses on key issues in the business world.

1 more Business and Finance Journal/Newsletter