Please note that we strive to keep our electives as up-to-date as possible, but the exact courses on offer are subject to change and different courses are offered at each of our campuses.
Few marketing campaigns can now exist exclusively offline. Successful ones tend to combine offline and online elements to better reach the target market and drive customer action. This course examines the full range of digital marketing platforms and activities, showing best practice and exploring which channels are more appropriate for which kind of products and services. The course will include direct marketing, eCRM, banners, search advertising (such as Google AdWords), Search Engine Optimization, social media (including blogs, microblogs, social networks, podcasts, and virtual worlds), mobile, and how the offline and online worlds can be linked. Students will also explore how the growth of technology will lead to new opportunities and new channels.
All good marketing campaigns begin and end with research. The process begins with market research to understand the customer and the market through focus groups, surveys, and interviews, and culminates with research to gauge how successful the marketing strategy has been. Has it reached the target market? Have they responded as hoped for? What lessons can be learned for the next iteration of the campaign? This course covers both offline and online marketing analytics, which involve both quantitative research (including how to find actionable insights from the avalanche of data available through online analytics tools) as well as qualitative research – which is essential to achieve real insight into customer behaviors and marketing success. The course will cover how to undertake market research and how to use the information gathered to help improve managerial decision-making not just for marketing but also to support strategy, product development, innovation of all kinds, customer experience refinement, and even organizational design.
A brand is not just a fancy logo or a catchy slogan. A brand should stand for core values that the customer will associate with that brand, to the extent that they perceive added value in the brand over and above what the product or service actually does. The question is: How? This course will explore not just how to identify what a brand stands for, but also the tools and techniques needed to create a brand. This course will be hands-on and will require active and enthusiastic participation from all students.
In this experiential learning class, students will learn from real-world digital marketing professionals and create a digital marketing strategy and fully- functional website from the ground up, optimized for multi-channel traffic acquisition. This will include analyzing searcher intent, executing extensive competitive analysis, targeted content development, and driving search traffic to execute a call-to-action. By the end of the class, students will have a better understanding of how to plan for, create and launch a website from scratch, and will walk away with a fully functional, fully optimized online presence of their choosing. Topics include search engine optimization (SEO), search engine marketing (SEM), display advertising, mobile advertising, content marketing and web analytics.
Focus your studies on international marketing to gain specialized skills in market research, branding, consumer behavior, sales, and product development.