Market
Now you’ve got the basics covered, it’s time to take it up a gear. Advance your own soft skills while delving deeper into all things consumer-focused and brand-related.
Courses in this module
Core Course
Communicating with Impact
Effective communication enables leaders to grow their impact in the world as part of a global community. In Communicating with Impact, you will learn to use storytelling as a powerful communication tool to inform, engage, motivate and inspire others. You will also develop presentation skills for success in business environments by learning how to create and deliver a clear, concise, and compelling pitch.
Key topics & skills
Communicating with Individuals & Groups
Presentation Skills: Storytelling
Presentation Skills: Pitching
Core Course
Digital Marketing Strategy & Execution
Explore the full range of digital marketing platforms and activities, with best practice and innovation opportunities in mind. Consider the digital customer journey, online marketing, SEO, and linkages between online and offline marketing channels as well as how the growth of technology will lead to new opportunities and challenges.
Key Topics & Skills
Marketing Strategy for the Post-Digital Consumer
User-Generated Content & Co-Creation
New Media Channels & Audiences
Transmedia storytelling
Execution, Implementation & Measurement of the Digital Marketing Strategy
Core Course
Marketing Metrics & Analytics
Marketing analytics enables you to gain a competitive edge and translate data into actionable decisions. Familiarize yourself with data sources and data types, so that you can understand statistical methodologies and draw robust conclusions from the data. Focus on customer retention, acquisition, loyalty, marketing mix optimization, and brand measurement.
Key Topics & Skills
Marketing Model Metrics
Customer Lifetime Value
Brand Measurement Metrics
SEO, SEM, Advertising Metrics & Online Audience
Core Course
Project Management in Marketing
A key driver for competitive advantage is the successful planning and execution of projects. Equip yourself with a set of best-practices, tools, and project management frameworks to allow you to work successfully in a variety of marketing project environments.
Key topics & skills
Mapping a Marketing Project & Understanding Complexities
Structural Complexities—Responding to Challenges in the Marketing Process
Performance Evaluation Methods, Managing Teams & Organizational Partners
Managing Social Forces, Power & Politics That Impact Marketing Initiatives
Understanding the Value Chain When Implementing New Marketing Initiatives
Business Challenge
Business Challenge: New Market
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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