Marketing school training courses in Boston, MA (public, in-house or online)

The political unrest in the Middle East in early 2011 has clearly demonstrated that social networks are a force that cannot be ignored. That is true in business as well as in social relationships and in politics. Most top managers are not part of the social media generation and they struggle with both the concept of social media marketing and with its execution. The young marketers who are the target audience for this course are users of social media and are well aware of its power. They general...

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This course addresses the challenges of creating, marketing, and delivering high-quality services. Students learn how key marketing concepts are applied within the service industry and come away with a better understanding of how to sell, promote, and position services. The course explores how customer behavior and expectations play a role in the service environment, how to build customer loyalty, and how to assess customer lifetime value. Important service management issues are also investigate...

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Organizations rely on both the public relations and marketing functions to conceive and develop persuasive and promotional written communications targeted to a broad range of audiences. This course gives students the opportunity to draft a collection of strategic, image-oriented organizational documents, including high-impact promotional speeches; bylined feature articles suitable for newspaper and magazine placement; and positioning brochures and newsletters. (4 credits)

This course provides an overview of publishing and media from a business perspective with a particular focus on marketing. Business models in consumer publishing, broadcast media, and the Internet are examined using industry case studies. Marketing strategies are discussed, including branding, competitive positioning, strategic selling, and strategic alignment. (4 credits)

The dynamics of marketing are rapidly changing, as social networking becomes the norm and companies like Apple and Google release a steady stream of new devices and platforms. This ever-changing environment presents opportunities and challenges for marketers, yet the fundamentals of marketing remain the same. An understanding of marketing principles helps marketers and managers sift through the hype and pursue strategies that make sense for their organization. This program is designed to give pa...

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