Peter Drucker maintained that the purpose of business is to create a customer. This course prepares students to understand how customers think and behave so that this mission can be fulfilled. 

Building on a foundation of consumer behavior, students will learn how to harness market research and data insights to categorize, prioritize, and effectively engage customers. Effective customer engagements that lead to conversion (the creation of a customer) requires relationships and ongoing positive experiences. This course will empower the student to create a holistic customer-centric marketing strategy that delivers measurable growth and profitability.

Building on organizational strategy, marketers must ensure that a clear strategic differentiation exists between their product/service and those offered by competitors. Creating awareness and belief in this differentiated value proposition is the foundation of brand management. 

Once an effective and relevant differentiation is established, brand marketers have an extensive list of strategies, tactics and tools to establish the brand's position in the minds of target customers. Through lectures and guest speakers, curated content, hands-on exercises, and an interactive simulation, this course combines brand strategy with brand management execution so that students will develop the skills required to build a powerful, profitable brand.

This course establishes the foundations of an integrated marketing communications (IMC) campaign that achieves business goals with specific emphasis on the new media and digital  components of modern marketing. Recognizing that the most powerful marketing investments engage consumers across different communication channels, IMC provides a framework for optimizing each channel of influence and creating a whole that is greater than the sum of its parts. 

As the dominant customer engagement platform, digital marketing will be centered in the course so students understand the integrated nature of search engine/keyword marketing, digital advertising, video, mobile, and content marketing along with how digital elements can integrate with off-line traditional marketing (television, radio, outdoor, event sponsorship, etc.). After completing the course, students will be able to plan and measure a complete IMC marketing plan that emphasizes digital marketing tactics.

Whether they realize it or not, the Internet has turned almost every organization into a global company. How can organizations strategically assess and plan an effective global presence and distribution footprint? How can the right partner relationships expand an organization's offerings to global and local customers? 

This course will help expand students' minds about what is possible through the amplifying power of marketing channels and partners, including retail/wholesale, value-added services, co-marketing, influencers, and more. Students will learn how to assess potential international partners and marketing strategies, set up a successful partnership arrangement, manage ongoing relationships, and measure their ROI.