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

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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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    Scholarship Deadline - Round 5

    May 31, 2024

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