Program Overview. Foundations First  . Gain a solid base in marketing and communications through core courses in Marketing Fundamentals, Consumer Behavior & Market Insights, Crisis & Reputation Management, Brand Strategy, Brand Management, Content Marketing, and Generative AI for Marketing. These courses ensure you learn the strategic, creative, and technological grounding needed before moving into specializations.. Two Specializations. A distinctive feature of this Master is that you will complete two specializations: one in the Fall and another in the Spring: allowing you to build expertise across complementary areas by choosing 2 of the 3 specializations offered: Influence Marketing & Engagement Strategy, Brand & Product Marketing, or Creative Strategy & Content Production.. Industry Focused Mini Courses. Cross-disciplinary courses in Luxury, Technology and Sports give you the flexibility to align the program with your career ambitions.. Capstone Challenge. The program culminates with the Integrative Marketing Challenge, where you will apply strategy, creativity, AI, and analytics to solve a real-world business case in teams, presenting to faculty and industry experts.

TERMS. Term 1. 4 Weeks. Marketing Fundamentals, Evolution and Integrated Marketing Communications . Explore the foundational principles of marketing and trace its evolution from traditional frameworks to today’s dynamic, digital-first world. In this course, you’ll learn key marketing concepts, omnichannel pricing strategies and customer engagement processes. You’ll also discover how to analyze consumer behavior, design effective brand positioning and utilize Integrated Marketing Communications (IMC) tools to build cohesive, cross-channel engagement—all while applying data analytics and AI to craft personalized, high-impact marketing strategies.. Consumer Behaviour & Marketing Insights . In this course, you’ll uncover what drives consumer decisions through market research and psychological insights. Learn qualitative and quantitative research methodologies, including neuromarketing, and explore how perception, attention, motivation and attitudes influence behavior. Through practical applications and real-world case studies, you’ll gain the skills to interpret market data, leverage behavioral economics and translate consumer insights into actionable marketing strategies.. Crisis & Reputation Management . Discover how to anticipate, manage and recover from brand crises in an always-on digital environment. With this highly interactive course, you’ll examine different types of crises, from product-related issues to management misconduct, and explore best practices in stakeholder communication, media relations and social media response. Through role-play simulations, group exercises and real-world cases, you’ll build the confidence to build and protect reputations, lead recovery efforts under pressure and handle communication during critical incidents with effective clarity and strategy.. Terms 2 & 3. INTRODUCTION. CAREER-BUILDING SPECIALIZATIONS & MINI COURSES. In the final two terms of the program, you’ll take full ownership of your learning journey. Across Term 2 (Fall) and Term 3 (Spring), each lasting 15 weeks, you’ll dive deep into the areas that align most with your passions and career goals. Choose one specialization per term from three distinct tracks: Influence Marketing & Engagement Strategy Brand Management & Product Marketing Creative Strategy & Content Production Then, complement your focus with industry focused mini courses that further hone your skill set. During Term 3, you’ll apply your learnings in the Capstone Challenge—a hands-on, team-based project where you’ll leverage your strategic, creative and analytical skills to solve a real brand challenge.. SPECIALIZATIONS & MINI COURSES. Influence Marketing & Engagement Strategy. Customer Engagement and Loyalty Programs Mobile Marketing Strategies Influencer Marketing Lab Social Media Marketing Additional Mini Courses:  Marketing for Tech Companies. Brand Management & Product Marketing  . Leveraging Brand and Product Management Brand & Product Lifecycle Marketing Finance for Marketeers Digital Analytics Additional Mini Courses : Marketing in the Sports Industry. Creative Strategy & Content Production. Mixed Media Content Creation Copywriting, Storytelling, and Other Stories Content Creation for Extended Realities Data Visualization & New Media Additional Mini Courses : Marketing Premium & Luxury Brands. TERM 2: COURSES. Brand Strategy  . Learn how to build brands from the inside out, starting with their strategic and creative foundations. Explore the process of defining brand purpose, creating naming systems, developing identity frameworks and structuring brand portfolios. Through applied workshops and practical projects, you’ll design authentic, purpose-driven strategies that leverage creativity to generate long-term business impact.. Brand Management  . Master the art of managing, growing and protecting brands across markets and touchpoints. This course explores how to measure brand equity, develop communication strategies, and apply positioning and architecture models. You’ll learn to manage crises, adapt globally and ensure long-term brand performance. Through case studies and applied exercises, you’ll gain the strategic mindset to lead brand growth and loyalty.. Content Marketing . Uncover how to design and optimize content strategies across a wide range of platforms and media. Learn to use Owned, Earned, Paid and Shared Media (OEPS) effectively while integrating audience segmentation, storytelling, influencer marketing, SEO/SEM and AI tools. Through practical assignments and hands-on projects, you’ll craft compelling, platform-specific content that connects brands to audiences on Meta, TikTok, YouTube, LinkedIn and beyond.. Generative AI for Marketing . Gain an in-depth understanding of how AI is reshaping marketing and communications—from automation to predictive analytics, audience segmentation and creative content generation. Experiment with GenAI tools for conversational interfaces and text, image and video creation, and learn to design ethically sound, personalized and data-driven campaigns. By working with platforms like Jasper, Claude, Midjourney, RunwayML, Salesforce, Adobe Experience Cloud and more, you’ll gain the expertise to lead innovation in AI-enhanced marketing.. TERM 3: CAPSTONE. Capstone Project: Integrative Marketing Challenge. Bring everything you’ve learned together in a final team project that tests your strategic, creative and analytical skills. The  Integrative Marketing Challenge allows you to work on a real-world brand brief, where you’ll integrate data-driven insights, AI-based tools and creative storytelling to deliver a complete marketing and communications strategy. Guided by mentors and industry experts, you’ll present your final campaign to a professional panel—showcasing your strategic thinking, agile leadership and ability to bridge business goals with creative impact.