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

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Core Course

Branding

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

  • Developing Brand Loyalty

  • Social Forces & Brand Activism

  • Branding Strategy

Core Course

Collaboration & Communication #2

Communication and Collaboration #2 builds on your skills developed in Module 1. You'll focus on individual effectiveness in team settings as well as team interaction, conflict resolution and negotiation, and decision-making.

Key topics & skills

  • Organizational Influence

  • Team Collaboration

  • Leadership & Change

Core Course

Digital Marketing

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

  • User-Generated Content & Co-Creation

  • SEO, SEM, Advertising Metrics & Online Audience Measurement

  • New Media Channels & Audiences

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—Using Data to Positioning Your Brand

  • Customer Lifetime Value

  • Brand Measurement Metrics

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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    December 16, 2021

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