From an intensive immersion into marketing fundamentals to a deep dive into your own communication and collaboration skills— build your own soft skills while delving deeper into all things consumer-focused and brand-related.
Core Course
Program Immersion
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.
Key Topics & Skills
Business, Finance & Communication Fundamentals
Academic & Program-Specific Skills, Tools & Essentials
Career, Professional & Personal Development
Core Course
Teamwork & Collaboration
In modern organisations most of the work is done in teams and so the ability to work with others is fundamental in business. The Teamwork & Collaboration course will lay the foundations for effective teamwork by understanding yourself – your behavioural style and mindset. The course will then focus on how to collaborate with others in a variety of contexts. You will develop a broad repertoire of tools to collaborate and negotiate across cultural and generational boundaries in a range of situations.
Key Topics & Skills
Personal Development
Giving and Receiving Feedback
Collaboration
Diversity
Negotiation
Core Course
AI in Marketing
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.
Key topics & skills
Trends in Marketing Technology & Artificial Intelligence
Personalization & Customer Segmentation
Predictive Analytics & Consumer Behavior
User Data Privacy & Legal/Ethical Issues
Augmented Reality, Virtual Reality, and the Metaverse
Core Course
Consumer Behavior
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.
Key topics & skills
Market Research & Mapping the Customer Journey
Creating Customer Personas & Understanding Drivers of Consumer Behavior
Social Trends Impacting Consumer Decision-Making
Managing Customer Satisfaction & Dissatisfaction
Measuring Customer Gains & Losses
Core Course
Data Visualization
While data is critical for making well-informed decisions, how you present and analyze data to stakeholders can make the difference between a new or improved business model and a missed opportunity. This course covers the design concepts involved in visualizing and analyzing data for decision-makers. You’ll use market-ready tools to perform ETL processes and create storytelling using data visualization tools.
Key topics & skills
Exploratory Data Analysis Using Visualization in Tableau
Evaluation of Visualization Design Alternatives
Data Transformations
Domain Specific KPIs Application
Dashboards and Story Creation
Core Course
Marketing Insights through Data
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.
Key topics & skills
Primary & Secondary Research Techniques
Statistical Concepts & Applying Them to Marketing
Time Series Analysis & Forecasting
Predicting Consumer & Company Behavior
Cleaning Data for Marketing
Business Challenge
Business Challenge: AI Challenge
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.
Key Topics & Skills
Cross Functional Strategic Decision Making, Planning & Coordination
Analyzing Real & Simulated Business Cases
Team Leadership & Dynamics
Courses and challenges subject to change
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Download a brochure for an in-depth look at Hult’s master’s programs.