Sample marketing electives

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 electives are offered at each of our campuses.

Customer Acquisition through Digital Marketing

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.

Market Research & Analytics

All good marketing campaigns begin and end with research. At the beginning is the market research aimed at understanding the customer and the market through focus groups, surveys, and interviews. At the end is research on 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 and 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.

Strategic Brand Management

A brand is not just a fancy logo or a catchy slogan. A brand should stand for core values that customers 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 highly interactive course will explore not just how to identify what a brand stands for, but also the tools and techniques needed to create a brand. 

Solutions Marketing

The concept of solutions marketing is a relatively new one, with very little written about it in academia. In several leading industries, however, it is becoming the dominant business model. Technology-based companies, professional services firms, and financial services companies are leading the way in moving to a solutions model. This course will provide the latest thinking and techniques being applied inside some of the world’s biggest and most influential companies. Many of the insights provided to the students are drawn from the research and consulting experiences of ITSMA, the world’s leading services/solutions marketing and sales association focused primarily on the technology sector. 
Note: Courses listed above are samples and subject to change; not all courses are available at every campus location.

Specialization: Marketing

Gain specialized skills in market research, branding, consumer behavior, sales, and new product development. These combined business and marketing skills prepare graduates for a wide array of careers that go beyond traditional functional marketing.

Need help customizing your program?

Talk to us to discuss how you can customize your program to suit your professional goals.