Focus your studies on international marketing to grow an existing global brand—or create one of your own.
Please note that we strive to keep our electives as up-to-date as possible, but the exact courses on offer may vary slightly.
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.
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.
Marketing communications has 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.