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
Core Course
Communication & Collaboration 1: 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
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
Business Challenge
Business Challenge #1: Customer Journey
It's time to put your learning to the test in your first business challenge. You’ll map consumer behavior for a large B2C company, creating a customer journey map. You’ll conduct primary and secondary research, plus statistical analysis, to forecast customer and company performance.
Key topics & skills
Consumer Behavior & Mapping the Customer Journey
Analyzing & Presenting Data
Applying Statistical Tools for Forecasting
Primary & Secondary Research and Company Analysis
Presentation Skills
Courses and challenges subject to change
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