Markets
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
Brand Strategy
A strong brand forms the basis of a meaningful relationship between your company, your product, your employees, and your customer. But it’s no easy feat. Develop your brand management knowledge and skills—with consideration of the social forces at play—and empower yourself with the ability to develop an effective brand strategy.
Key Topics & Skills
Branding With Purpose & Operationalizing the Brand Through Values
Fundamentals of Brand Strategy & Developing Brand Loyalty
Social Forces & Brand Activism
Branding Strategy
Building Brands Ethically
Core Course
Collaboration & Communication #2: Teamwork
This course builds on the skills developed in Communication & Collaboration 1, moving from exploring your personal impact to exploring team impact. You’ll focus on conflict resolution and negotiation and influencing organizational outcomes through team decision making.
Key topics & skills
Team Collaboration
Team Diversity
Team Problem Solving Tools
Conflict Resolution
Negotiation
Bias & Decision Making
Core Course
Digital Marketing Strategy
Explore the full range of digital marketing platforms and activities with best practices and innovation opportunities in mind. Consider the digital customer journey, online marketing, search engine optimization, paid search, 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
Building a Marketing Strategy for the Post-Digital Consumer
User-Generated Content & Co-Creation
Measurement, New Media Channels & Audiences
Building Engagement Through Transmedia Storytelling
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
Business Challenge
Brand Audit & Recommendations
Conduct a digital brand audit for a large B2C company, assessing the core elements of their brand communication strategy. Utilizing marketing analytic tools as well as advertising and online metrics, assess their current investment into digital marketing. Then, present your recommendations as to where future investment should be made and with what specific brands.
Key Topics & Skills
Conducting a Digital Brand Audit
Analyzing a Company Using Digital Marketing Tools
Developing Recommendations Using Marketing Analytic Tools
Courses and challenges subject to change
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