Outstanding marketing is at the heart of every successful business. Learn to develop a comprehensive marketing plan that stretches from customer research to building a brand identity to digital strategy.
Great brands are an idea — an identity — and in the case of a company, they imbue its products and services with meaning. As consumers, we can’t help but be attracted to brands that resonate with us, upping our odds of using their services and even developing loyalty over time. Learn the art and science of marketing, which is finding and communicating with a target audience. By working with a professional client, gain experience developing a strategic marketing proposal. Refine your proposal by exploring current trends in digital marketing including search engine optimization, content-driven marketing, and social media to make your campaigns “sticky”. Then, walk your client through the ways your proposed marketing strategy will provide a return on their investment and widen or deepen connections with their audience. Careers in marketing span a wide spectrum from creative directors, to brand strategists, to writers, and analysts. Investigate the myriad of options and how you might launch a marketing career.
All students will be required to bring a laptop.
This course is ideal for students eager for experience in both the creative and analytical ends of the business world. You’ll rely on visual arts, brand development, and data analysis to create a compelling narrative that differentiates a client’s products or services within their respective market.
Marketing Firm Visit
Visit a major marketing firm in Chicago. You’ll meet with professionals like branding specialists, advertising agents, and integrated marketing teams that work with major clients like Audi, Google and AIG.
Use sophisticated analytics and modeling to develop a marketing campaign aimed at bolstering sales and honing in on the needs and desires of consumers. Using Chicago-area clients, work with a major company to perform market research on their brand.
Craft a Brand Identity
Using market research, build an identity and create a narrative that consumers can connect to and which they’ll find meaningful. Workshop strategic positioning statements, messaging, and proof points for real-world clients.
Marketing Mix (4Ps)
Review case studies and consider factors like Price, Product, Promotion, and Place for several brands, using the 4Ps to create a brand identity for a new product.
Pitch to a Marketing Team
Apply your marketing skills by brainstorming, creating, and pitching a marketing campaign proposal to a firm.
Jon Chang is an award-winning digital, growth, and product marketing specialist, as well as a recognized global educator and keynote speaker. Head of Growth, US at Klarna, Chang also serves as an adjunct faculty member of social media and web analytics at NYU. With experiences working at IBM Watson, Kickstarter, Stack Overflow, and Makerbot, Chang draws on a wealth of knowledge when speaking around the world about modern marketing.
Evan Mager is the Senior Director of Creative Strategy at Salesforce, a leading customer relationship company. In this role, Mager oversees all operations functions within the creative, brand, and solutions organization. Previously a strategy director at Eleven, Inc., Mager is a recognized expert in marketing, with particular interests in brand strategy, business-to-business marketing, young adult marketing, and quantitative research.
Natalie Wilson is the Market Research Coordinator for the Country Music Association. Prior to joining the CMA, Wilson worked at Taylor Global, a public relations and marketing agency in New York City, where she was a part of campaigns for P&G, Taco Bell, and Nestle. Wilson has a background in multiple consumer categories with a particular interest in millennials in sports and lifestyle spaces.
Vicente Caride is a Senior Director of Digital Design experience for Johnson & Johnson. Caride has extensive knowledge of user experience and interaction design, strategy, and innovation in online and mobile apps. Caride previously served as a Senior Director and Head of Strategy and Design for CVS Health. He is a graduate of Wesleyan and Parsons School of Design and has completed graduate coursework at the Yale University School of Art.
Sima Sistani is the co-founder and COO of Houseparty, “the app winning over Generation Z with spontaneous togetherness.” Houseparty is a social networking app that connects up to 8 people simultaneously through video chat. The app is finding its success in offering an authentic way for young people to connect with one another. Prior to launching Houseparty, Sistani worked at Tumblr as Head of Media and at Yahoo! as Director of Business Development and Strategy.
Christine Hauer is the president and founder of HiFive, a social skills and networking consulting company that has been featured in Bloomberg and Fast Company. In that role, Hauer works as a coach for those looking to gain better networking and social skills. Hauer also serves as the “Culture Champion” at the award-winning creative communications agency Praytell.
Courses are just one part of your day at EXPLO. Electives, activities, evening events… We pack a ton into a single day — imagine what you can do in three weeks.
Choose from 20+ trip options each session.
Culture. Entertainment. Adventure.
Live, learn, and become lifelong friends
with students from six continents.
At EXPLO, we give you the tools to tackle it head on — from college to career to a life of purpose and meaning.