Foundations

Begin your program with an immersion experience. This is where you’ll first practice essential business skills to prepare for the program and assess your readiness on commonly used concepts and tools for industry and career preparation. You’ll begin to develop communication and teamwork skills, reflect on your personal journey, and build a strong foundation for your ongoing success.

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.

A key driver for competitive advantage is the successful selection and utilization of technology & artificial intelligence (AI) in a company’s marketing practices. In this course, you will learn and apply the latest techniques through the intersection of artificial intelligence and marketing, focusing on how AI technologies are revolutionizing customer engagement, data analysis, and decision-making processes. You'll gain hands-on experience in leveraging AI tools for personalized marketing campaigns, customer insights, and optimizing marketing strategies.

Successful businesses compare past business performance with newly acquired information to visualize industry trends and make decisions. Using data analysis helps companies predict industry and market trends and adapt accordingly. This course will help students understand and apply different business metrics and use quantitative and qualitative analyses to provide specific recommendations to their businesses and clients.

Understanding the customer journey is one of the most important aspects of marketing in today’s exceptionally competitive world. Learn about building product awareness, consumer behavior, and marketing technology in a post-digital world—and understand how culture, social groups, and lifestyle impact a customer’s purchasing decisions.

As a business professional, you’ll need to understand and analyze financial reports and business problems as well as create budgets. Gain the financial knowledge that marketers need to assess financial performance and health of companies, determine pricing strategies, perform profit planning, and budget for operating activities and new project proposals.

Good marketing is driven by data. You’ll need to make sense of that data and uncover actionable insights into your customer, product, and company. Learn how to identify and contextualize the problem—and then dig deeper through research. Understand concepts such as forecasting and regression—and what the consumer is telling you through data.

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.