Core Courses

  • Understanding the Digital Marketing Landscape and the Consumer Funnel (LSM515)

  • Assessing Opportunities in Paid Digital Media (LSM516)

  • Assessing Opportunities in Owned Digital Media (LSM517)

  • Implementing an Integrated Digital Marketing Plan (LSM518)

  • Measuring Customer Preferences (LSM551)

  • Analyzing Segmentation and Targeting (LSM552)

  • Using Data for Positioning Brands (LSM553)

  • Predicting and Managing Customers’ Lifetime Value (LSM554)

  • Market Response Modeling (LSM555)

  • Optimizing Digital Advertising with Analytics (LSM556)

2 Elective Courses ( Choose 1 )

    Marketing Strategy

    • Key Performance Indicators for Marketing (JCB591)

    • The Customer Journey and Segmentation (JCB592)

    • Targeting and Positioning (JCB593)

    • Product Design and Testing (JCB594)

    • Setting Up Distribution Channels (JCB595)

    • Establishing Effective Pricing (JCB596)

    Strategic Hospitality Marketing

    • Services Marketing Planning and Management (SHA521)

    • Evaluating Business and Customer Factors Affecting Marketing Decisions for Services (SHA522)

    • Building a Resilient Services Marketing Information System (SHA523)

    • Developing a Service Strategy and Managing the Brand (SHA524)

    • Managing Service Demand through Pricing and Distribution Strategies (SHA525)

    • Developing an Integrated Marketing Communications Strategy for Services (SHA526)