C.O.I.N.
COIN CREATES BUSINESS THINKERS FOR THE FUTURE
The COIN Marketing Pathway is a pioneering program designed to develop graduates who do more than sell a brand - they use marketing as a strategic tool to achieve broad, long-term organizational success.
COIN stands for Congruity Of INterests, emphasizing the powerful connection between customer interests (satisfaction and value) and company interests (profitability and sustainability).
Students in the COIN Pathway gain hands-on experience with advanced analytics tools used by top global companies to shape and refine their marketing strategies. The program cultivates the skills and strategic mindset sought by chief marketing officers (CMOs).
Graduates emerge ready to make an impact - influencing major business decisions such as which products to launch, which markets to enter, and how to invest in marketing strategies that truly drive growth and profits.
COIN IS CUSTOMER-DRIVEN
A core premise of COIN is that every business has two interdependent sides: company interests and customer interests. These “two sides of the same coin” reflect the duality of business - success and longevity depend on understanding how the two align. As Peter Drucker observed, “There is only one valid definition of business purpose: to create a customer.”
Customers buy from companies that deliver exceptional value, making the creation and transfer of customer value the foundation of any successful enterprise. In this mutual exchange, the company provides value and, in return, earns revenue. Without the ability to create genuine customer value, no business can sustain itself.
COIN students begin by studying how people think and behave as consumers - insights that form the basis for designing strategies that generate and enhance customer value.
COIN IS PROFIT-DRIVEN
Revenue is the lifeblood of every business - and marketing is the discipline responsible for generating it. Marketing students learn valuable skills that drive revenue, such as creating compelling campaigns or optimizing digital performance to boost visibility and engagement.
What’s often missing from this focus, however, is an understanding of how marketing impacts profitability - the true measure of long-term success. A company can generate strong revenues yet still fail without profits.
This is where the COIN Pathway stands apart. Students learn not only how to generate revenue, but also how to analyze whether that revenue contributes to profitability — and how to manage marketing efforts accordingly.
The program draws on a groundbreaking concept known as Marketing Accountability, which measures the real financial impact of marketing activities. Rather than relying on intuition or guesswork, COIN emphasizes data-driven decision-making to ensure marketing is not only effective, but also efficient and profitable.
COIN IS DATA-DRIVEN
In pursuing marketing accountability, today’s marketing executives are empowered to demonstrate that every activity - whether paying influencers, buying ad placements, or redesigning brand packaging - directly contributes to company profits rather than simply adding costs.
This data-driven, financially focused approach relies on reliable metrics and methods, marking a clear shift away from superficial “vanity metrics” like clicks or impressions that often dominate traditional marketing programs.