DM406
Marketing New Realities and the Personal Brand
Faculty
Mark Schaefer
Executive Director, Adjunct Marketing Professor
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
We are in a world of unprecedented change in consumer behavior. People don’t see ads like they used to, and if they see them, they most likely don’t believe them. The sales funnel is gone, loyalty is in decline, and two-thirds of our marketing occurs without us. The customer is the marketer, and the personal brand is becoming the company brand. This class examines the complex and fascinating new marketing realities, including the role of meaning, belonging, and meaningful human connection in the business world today.
The class will be split evenly between focusing on new marketing realities and activating student personal brand possibilities.
Learning highlights
- Gain awareness of new marketing realities based on research insights from McKinsey, Accenture, and others. We will also discuss how these new consumer realities are showing up in the current coronavirus business environment.
- Discover how modern companies are finding new ways to come alongside consumers and connect to foundational human needs.
- Learn how the power of a personal brand is becoming the new corporate brand.
- Experience first-hand process of building a plan to build a personal brand. Each student will have a completed plan by the end of the course.
Course outline
5 classes
Session 1
Part 1: Key elements of the Marketing Rebellion
- Impact on loyalty, ads, sales funnel
- History of consumer rebellions
- Foundational human truths
- Role of personal brand incorporate brand - Hyatt/ Adidas cases
Part 2: Introduction to Personal Branding
- Student focus on identifying what they want to be known for in the world
- Introduction of “sustainable interest” exercises
Session 2
Part 1: Marketing focus on belonging + meaning
- Review North Face case study
- Review Heineken case study
- Review Harley Davidson case study
- Review American Eagle case study
- Review Nike case study
Part 2: Personal branding part 2
- Discussion of work on sustainable interest
- Analysis of content density methodology and considerations for personal branding “space”
Session 3
Part 1: Focus on consensual marketing and the artisanal brand
- Discuss Room & Board case study
- Discuss Nike case study
- Techlash
Part 2: Personal Branding focus on content
- Four types of “rich content”
- Student content preference discussion and exercises
Session 4
Part 1: Approaching consumer “islands”
- Word of mouth marketing: Yeti + PBR
- Influencer marketing
Part 2: Personal branding: Content development and the actionable audience
- Case study: Lorraine Loots
- Case study: Aaron Lee
Session 5
Part 1: Company culture, leadership, and measurement
- Experiential marketing
- User-generated content
- Peak moments philosophy
- Review Wistia case study
- Discussion of measurement challenges
- Why won’t leaders change?
Course materials
Books
Methodology
The class will involve a combination of lectures and case study discussions. Students will review case studies between classes and be prepared to dissect and discuss.
Grading
Mark has advanced degrees in marketing and organizational development and holds seven patents. He is a faculty member of the graduate studies program at Rutgers University and is the author of eight best-selling books, including the first book on influence marketing ("Return On Influence"), the most popular book on personal branding ("KNOWN") and his provocative new best-seller "Marketing Rebellion." He consults with companies such as Adidas, Johnson & Johnson, and Microsoft and is a popular keynote speaker at events around the world. His blog {grow} and podcast "The Marketing Companion" have won many industry awards for consistent quality and insights.
See full profileApply for this course
Marketing New Realities and the Personal Brand
by Mark Schaefer
Total hours
15 Hours
Dates
Dec 06 - Dec 10, 2021
Fee for single course
€500
Fee for degree students
€250
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.