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		Columbia Learning Experiences Columbia Affiliate Learning Experiences Columbia on Fathom Archive The following state-of-the-art learning experiences were developed at Columbia University by distinguished faculty members working closely with our skilled instructional technology staff. Three to five hours in length, these in-depth multimedia e-seminars are free to Columbia students, faculty, and staff. Title Source Description Introduction to the Art of Venture Valuation Oren Fuerst 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. Learn More and Register Brand Leadership—A Series of Three E-Seminars Bernd H. Schmitt 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. Learn More and Register Brand Leadership—E-Seminar 1, Brand Identity and Strategy Bernd H. Schmitt In this e-seminar, Professor Bernd Schmitt of Columbia Business School explains the five key steps that companies must take to successfully manage their brands: brandCORE, brandID, brandEXECUTION, brandLEVERAGE, and brandSCORE. Using examples from Godiva, Cathay Pacific, and W Hotels, he emphasizes the importance of visual aesthetics and meaningful "themes" in creating a strong identity. Learn More and Register Brand Leadership—E-Seminar 2, Experiential Branding Bernd H. Schmitt In this e-seminar, Professor Bernd Schmitt of Columbia Business School argues that it's not enough for marketers to promote the "features and benefits" of their brands. With so many products of similar purpose and quality on the market, managers need to provide customers with desirable "experiences." Learn More and Register Brand Leadership—E-Seminar 3, Branding and the Creative Organization Bernd H. Schmitt In this e-seminar, Professor Bernd Schmitt of Columbia Business School discusses how to build a creative organization that will both foster and reinforce compelling branding campaigns. He introduces the concept of The Garage—a type of organization where work is fun. Using examples of cutting-edge advertising, he illustrates his perspective that in the new century, "there's no business that's not show business." Learn More and Register Oil in the Arab-Persian Gulf Jean-Francois Seznec 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. Learn More and Register Mathematics of Finance Mikhail Smirnov This e-seminar is based on two sections of coursework offered in Columbia University's masters program in mathematics of finance. In these two sections, you will learn basic theories of probability and finance. These include explorations of derivatives, futures, contracts, and options, and the notions of volatility, arbitrage, and hedging. Learn More and Register back to top