Formation/Cours

At the end of the course, the student should be able to:

-Research, create, and execute a comprehensive marketing campaign that solves a business problem
-Successfully collaborate within an intercultural team (1B)
-Communicate effectively in English (1C)
-Solve professional dilemmas using concepts of CSR and ethics (2B)
-Breakdown complex organiizational problems using the appropriate FUSION methodology (3A)
-Propose creative solutions within an organization (3B)
-Convey powerful messages using contemporary presentation techniques (4C)
-Construct expert knowledge from cutting-edge information (5B)
-Thoroughly examine a complex business situation (6A)
-Synthesize multifaceted information from various sources across different functional fields (6B)

Marketing is comprehensive. From the extremely quantitive fields of marketing research and
operations/logistics to the more qualitative, creative fields of advertisig and new product innovation,
marketing is a business discipline whose components span a diverse, multifunctional skillset. However,
students are rarely given the opportunity to think through how these related-yet-unique components interact,
complement one another, and work as an ensemble to create an effective, memorable marketing campaign.

In this course, students will be introduced to the Fusion framework, a model that first teaches the core
components of marketing (i.e., advertising, sponsorship, promotion, digital media, PR, corpoate social
responsibility, customer service, trade/B2B relationships), and then synthesizes 1) research/data insights, 2)
consumer psychology, and 3) creative executions. Then, using the Fusion framework, students will critique
well-known existing campaigns – good and bad – and develop an original campaign of their own to achieve a
specific business goal.