Foundations

Get ready to immerse yourself into the world of a global marketing professional. Nail the essential foundational skills, from consumer behavior to data, finance, and communication.

Courses in this module

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Core Course

Program Immersion

Begin your program with an immersion experience. This is where you’ll first practice essential business skills to prepare for the program and assess your readiness on commonly used concepts and tools for industry and career preparation. You’ll begin to develop communication and teamwork skills, reflect on your personal journey, and build a strong foundation for your ongoing success.

Key Topics & Skills

  • Business, Finance & Communication Fundamentals

  • Academic & Program-Specific Skills, Tools & Essentials

  • Career, Professional & Personal Development

Core Course

Teamwork & Collaboration

In modern organisations most of the work is done in teams and so the ability to work with others is fundamental in business. The Teamwork & Collaboration course will lay the foundations for effective teamwork by understanding yourself – your behavioural style and mindset. The course will then focus on how to collaborate with others in a variety of contexts. You will develop a broad repertoire of tools to collaborate and negotiate across cultural and generational boundaries in a range of situations.

Key Topics & Skills

  • Personal Development

  • Giving and Receiving Feedback

  • Collaboration

  • Diversity

  • Negotiation

Core Course

AI in Marketing 

A key driver for competitive advantage is the successful selection and utilization of technology & artificial intelligence (AI) in a company’s marketing practices. In this course, you will learn and apply the latest techniques through the intersection of artificial intelligence and marketing, focusing on how AI technologies are revolutionizing customer engagement, data analysis, and decision-making processes. You'll gain hands-on experience in leveraging AI tools for personalized marketing campaigns, customer insights, and optimizing marketing strategies.

Key topics & skills

  • Trends in Marketing Technology & Artificial Intelligence

  • Personalization & Customer Segmentation

  • Predictive Analytics & Consumer Behavior

  • User Data Privacy & Legal/Ethical Issues

  • Augmented Reality, Virtual Reality, and the Metaverse

Core Course

Communication & Collaboration: Personal Impact

Effective communication and collaboration skills can make or break a successful career. Gain a clear understanding of the most in-demand interpersonal competencies and skills in business today. Then, continually apply these skills in exercises and role plays—and graduate with the soft skills needed to succeed in the global workplace.

Key topics & skills

  • Learning & Development

  • Managing Yourself

  • Communicating With Individuals & Groups

  • Presentation Skills—Story Telling, Presentations & Pitching

Core Course

Consumer Behavior

Understanding the customer journey is one of the most important aspects of marketing in today’s exceptionally competitive world. Learn about building product awareness, consumer behavior, and marketing technology in a post-digital world—and understand how culture, social groups, and lifestyle impact a customer’s purchasing decisions.

Key topics & skills

  • Market Research & Mapping the Customer Journey

  • Creating Customer Personas & Understanding Drivers of Consumer Behavior

  • Social Trends Impacting Consumer Decision-Making

  • Managing Customer Satisfaction & Dissatisfaction

  • Measuring Customer Gains & Losses

Core Course

Financial Literacy for Marketers

As a business professional, you’ll need to understand and analyze financial reports and business problems as well as create budgets. Gain the financial knowledge that marketers need to assess financial performance and health of companies, determine pricing strategies, perform profit planning, and budget for operating activities and new project proposals.

Key topics & skills

  • Financial Reporting & Analysis & Breakeven Analysis

  • Alternative Pricing Strategies, Cost Behavior, Profit Planning

  • Budgeting, Cash Flow & Capital Investment

  • Evaluating Performance & Financial Health

  • Pricing Strategy, Planning & the Importance of the Triple Bottom Line for Marketing Strategy

Core Course

Marketing Insights through Data

Good marketing is driven by data. You’ll need to make sense of that data and uncover actionable insights into your customer, product, and company. Learn how to identify and contextualize the problem—and then dig deeper through research. Understand concepts such as forecasting and regression—and what the consumer is telling you through data.

Key topics & skills

  • Primary & Secondary Research Techniques

  • Statistical Concepts & Applying Them to Marketing

  • Time Series Analysis & Forecasting

  • Predicting Consumer & Company Behavior

  • Cleaning Data for Marketing

Business Challenge

Business Challenge: AI Challenge 

Put all your newly acquired knowledge and skills directly into practice at the end of each block through a practical and relevant business challenge. Teams will draw on the content and themes of previous courses in each block to complete challenges involving simulations, executive pitch presentations, innovation hackathons, real company challenges, designing new business models, etc.

Key Topics & Skills

  • Cross Functional Strategic Decision Making, Planning & Coordination

  • Analyzing Real & Simulated Business Cases

  • Team Leadership & Dynamics

Courses and challenges subject to change

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    Application Deadline - Round 5

    June 30, 2024

    Priority is given to those who apply by the deadline. Our enrollment team will support and guide you through the entire process.