Understanding the Customer

This course focuses on understanding customers - studying how they think, act, and behave. The focus on the customer is one of the most important aspects of marketing in today’s exceptionally competitive world, because understanding the prospective customer drives almost all areas of marketing. This includes developing a customer decision journey map and understanding how a prospective target market will navigate a product offering, sales channels, promotional programs, customer service, and more. Over this course, we will explore the ways in which customers make decisions, how they find and evaluate potential purchases, and then how they purchase and use the products and services they choose. We will consider concepts around customer satisfaction and dissatisfaction, and the various ways that customers learn, perceive, and live their lives as they relate to companies developing better marketing plans and programs. We will also study the roles and impact of culture, social groups, and lifestyles on a customer’s purchasing decisions.

Products & Innovation

Business professionals need to understand the vital role that innovation of products and services play in the success of all companies. There are significant risks associated with product and service innovation, and expertise in marketing and design is a critical skill for marketing managers. This course will examine the issues, strategies and approaches associated with developing, introducing and managing new goods and services in the global marketplace. Students will learn methods of identifying business opportunities, idea generation, concept development, market testing and introducing innovations to the marketplace.

Strategic Brand Management

A brand is a uniquely identified promise of value, which can develop into a relationship that consistently and competitively satisfies the desires of the stakeholders. A strong brand simplifies the consumer decision-making process both cognitively and practically. It reduces risk, drives expectations and differentiates companies from their competitors. Organizations of all kinds have come to realise that one of their most valuable assets is their brand or portfolio of brands. Creating strong brands that deliver on promises and values, as well as maintaining and enhancing the strength of those brands over time, is critical for business success. Still, branding presents significant challenges for brand managers and other marketing professionals.The primary goal of this course is for students to develop branding and brand management knowledge and skills. Students will learn how to make brand and branding decisions, develop a strategic brand plan and propose successful management of brands.

Digital Marketing

Marketing communications have been changed irrevocably by the advent of the World Wide Web. The internet has placed the customer in control and at the center of all marketing experience. Mobile allows us to communicate and conduct business any time and anywhere. Social media has brought the power of word of mouth and user-generated content to an exploding mix of platforms and applications. This course examines the full range of digital marketing platforms and activities, defining best practices, exploring channels appropriate for products and services, and examining the potential for continued disruption and change. The course will cover the history of the web and web marketing, the digital customer journey, online marketing, display advertising, SEO and paid search advertising, social media including blogs, microblogs, and social networks, mobile, and linkages between the online and offline worlds. Students will also explore how to create marketing products and the concept of lean marketing, as well as the growth of technology and how it will lead to new opportunities and challenges.

Social Marketing

Increasingly, we are seeing the intersection of the two types of marketing as a more aware, educated consumer becomes key to both societal inclusion and prosperity and a company’s long-term growth and viability. In social marketing, the goal is to transition deep-seated attitudes into behaviors that benefit the individual and society. Where traditional commercial marketing can be seen primarily as a tool of business to grow sales, socially-driven marketing is a tool that can be used by businesses, non-profits or governments to bring about changes that ultimately end up reducing societal costs. If done well, commercial marketing can lead to millions in increased revenues: whereas social marketing can lead to improvements in the lives of millions. The social marketing course challenges students to consider some of the key behavioral challenges facing society and businesses today, and to develop specific, targeted, socially-driven market strategies to change them. From energy use to potable water to the development of healthcare initiatives, in both developed and emerging markets, social marketing is becoming an increasingly critical tool for managers in the 21st century.

Sales and Business Development

The business development and sales functions are critically important to any company. The best products and services, supported by highly technical systems and processes, and managed by experienced professionals, will ultimately fail if the company doesn’t have a competitive function for generating leads, managing markets, and converting prospects into revenues. As a result of the explosion of channels and outlets today, business development has become very complex and sophisticated. Marketing professionals must design and implement nuanced channel strategies to enable high performance business development. This course will also look at how to design a strategy that integrates a sales management framework, which enables sales planning and the development of processes to ensure successful account engagement.

Global Marketing Strategy

From a strategic perspective, marketing is comprehensive and includes not only the understanding of marketing terminology, but also a method of applying it in a competitive environment. Marketing is dynamic and requires us to constantly be aware of the marketplace from the viewpoint of the customer and the competitors. The objective of marketing strategies is to achieve a competitive advantage for your company and its products and services. This course will focus on the dynamics of the marketplace and competition and will explore new concepts and fresh insights while students develop new skills. In addition, you will create a marketing plan for a business using the tools you gain in this course. Marketing strategies are the result of experience, education, and creative thinking. The course will utilize and apply all that has been learned in previous marketing courses. This course is designed to facilitate your understanding of marketing strategy and the elements that create the structure of a successful marketing plan.

Marketing Analytics

This course will introduce students to the modern practice of marketing analytics, which is the process of translating available data into decision-guiding, competitively advantageous decision supports. This entails developing basic familiarity with applicable data sources and data types, acquiring an understanding of how statistical methodologies are used to draw robust and generalizable inferences from the available data. The course also allows students to become acquainted with the general marketing strategy logic which governs the process of translating statistical / data analytic outcomes into specific marketing tactics. Focus-wise, the course will address three core dimensions of marketing: 1. New customer acquisition, 2. Current customer retention / customer loyalty, and 3. Marketing mix optimization.

Masters in International Marketing core course descriptions

Core courses form the backbone of your Masters in International Marketing curriculum. You will study them throughout modules A – C.  The classes have been carefully designed and sequenced to teach the fundamentals of business strategy, along with specialized knowledge in advertising, consumer behavior, new product development, marketing analytics, and digital marketing. 

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