Growth
Build on everything you've learned so far and apply your business, technical, communication, and leadership skills to create project plans for global expansion that incorporate marketing trends and financial decision-making.
Courses in this module
Core Course
Influencing Others
Influencing people is key to reaching shared understandings and goals in business. In Influencing Others, you will learn how to use influencing and persuasion tools to enable you to change people’s viewpoints and behaviours, helping you to maximise your impact in a variety of organizational contexts. Crucially, you will learn how to apply your skills to situations where you either do not have or cannot rely on formal positions of authority.
Key topics & skills
Persuasive Communication
Influence Without Authority
Managing Up and Across
Core Course
Big Data Design Thinking for Market Strategy
Marketers are seeking value in data and analytics to drive business growth. Expected benefits include new revenue opportunities, improved customer loyalty, sales efficiency, and competitive advantages over rivals. This course explores the shaping forces driving marketing analytic trends and design thinking techniques for persona building, influencer marketing, customer and business journey mapping, and relaying insights through storyboarding.
Key topics & skills
Global Analytic Megatrends
Power of Personas
Rise of Market Segmentation
Journey Mapping & Storyboarding
Rise of Global Influencers
Core Course
Customer Acquisition through Digital Marketing
Develop skills for multi-channel customer acquisition using a comprehensive understanding of digital marketing concepts and tools. You'll secure a business to work with, conduct an audit and competitive analysis, and develop a strategic digital marketing plan to meet the goals of the business using actionable tactics. This course is particularly relevant if you have career interests in digital marketing and advertising, web analytics, ecommerce, start-ups, or customer acquisition.
Key topics & skills
SEO & SEM
Web Analytics
Email Marketing
Social Media Marketing
Content Marketing
Core Course
Retail Analytics
The consumer-focused retail industry is fascinating in terms of analytics due to its combination of fierce competitive forces and heavy focus on understanding consumer behavior. This course focuses on the analytics related to fast-moving consumer goods (FMCG) in a retail environment, including shelf-space analysis, shopping cart analysis, the effectiveness of various promotional strategies, and customer loyalty.
Key topics & skills
Shelf-Space Analysis
Product Life Cycles & Purchase Frequencies
Loyalist Product Categories
Repertoire product categories
Collecting Consumer Purchasing Data
Business Challenge
Business Challenge: Impact
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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