Throughout our lives, in every role we play, persuasion plays a critical part. In the fields of sales and marketing, the connection is obvious, but when we apply to schools and interview for jobs our ability to frame our capabilities comes into play. The work of trial lawyers may clearly require the ability to influence judges and juries, but teachers, engineers, managers – people in every line of work – at some point need to convince others of a different way of thinking. Even in our personal lives, there are times when we want to change others’ minds.

In this course, students will – through reading, lecture, discussion, exercises, and activities -- learn the art, science and practical techniques used by the most successful marketers and salespeople. Over the course of the term, we will cover broad themes that inform all communication (e.g., motivators, language, storytelling, etc.), as well as best practices specific to each approach (written communication, phone, meetings, speeches, et al).

Have you ever wondered how companies make commercials, how many thousands of ads you see in a single day, why Procter & Gamble sells 12 brands of detergent, or why you buy what you buy?

This course answers these questions and many more as students explore the various strategies used by companies to communicate with the consumer. Through selected readings including marketing texts, case studies, and current news articles, students acquire a general background in marketing, advertising, and public relations. The course includes asynchronous work, which students are expected to complete between class sessions.

Digital media has surpassed television to become the most important way for marketers to reach and influence consumers. While television advertising represents just one method of affecting consumer sentiment (video ads), digital is far more complex, offering video, search, social, email, and more.

In this introductory course, students will learn how marketers leverage digital media to promote and sell products. Students will come to understand the inner workings of multiple digital media platforms (e.g., search, video, display, gaming, et al.) and the strategies and tactics marketers employ to influence consumers. In addition, students will explore the ethics of big data and privacy, as well as develop an understanding of how marketers use digital media to influence consumers.

The course culminates with a final project presentation which allow students to put into practice topics and theories about digital media and advertising covered during the course.

This course has no prerequisites and is appropriate for anyone interested in the fields of marketing and media, as well as those interested in the topic of persuasion and how corporations influence consumer behavior.

Behind any successful marketing plan, stand the four pillars of the marketing mix: product, price, placement, and promotion. Looking closely at each element, students will engage in an introductory study of the four Ps, delving into the theory and practice behind its application. 

Through selected readings, including marketing texts, case studies, and current news articles, students will look closely at the marketing mix in action, examining what strategies lead to a lucrative and successful marketing plan. By the end of the course, students will be able to identify the key elements of the marketing mix structure, apply methods for market research, and craft their own introductory marketing plans, utilizing the basic principles of the four Ps.  

The ability to skillfully influence and persuade others is the key to success in business, civic engagement, and politics. The primary goal of the course is to help prepare students to organize and present information in compelling and concise ways. While the art and science of persuasion has a long history, recent breakthroughs in the field of Generative A.I. are poised to completely upend traditional approaches to the creation and targeting of persuasive messages. The effective use of A.I. as a technology of influence, however, requires an understanding of both the social psychological foundations of persuasion, and a basic knowledge of how A.I. systems work. Toward that end, students who successfully complete this course will gain a solid grounding in how Generative A.I. can be deployed to effectively influence people’s attitudes, opinions, and behaviors in ways designed to optimize specified outcomes. Students will have the opportunity to apply this knowledge through “hands-on” participation in a Team Project, where working in small groups students will build their own persuasive messaging campaigns, utilizing “off the shelf” Generative A.I. tools—e.g., ChatGPT, Dall-E, Bard. Together, through the combination of readings, classroom instruction, group work, and in-class learning activities, the overall objective of the course is to improve student’s ability to apply the principles of A.I.-based persuasion to achieve desired business outcomes, galvanize change, and forge greater civic and political engagement.

Laptops, while not required, are highly recommended for In-Person participants. 

Today’s sports industry generates billions of dollars each year, with a significant portion coming from marketing strategies that connect teams, brands, and fans. In this dynamic and energetic course, we’ll explore how sports organizations use marketing to drive fan engagement, boost ticket sales, and build lasting brand loyalty. From creating unforgettable advertising campaigns to leveraging digital media and sponsorships, you’ll gain firsthand insight into the strategies that power the business of sports.

Throughout the course, you’ll learn key marketing concepts such as branding, fan engagement, and event promotion, while analyzing real-world campaigns from top teams or athletes. You’ll also have the chance to apply these concepts by designing your own marketing plan for a sports team or event. Whether you dream of working in sports management, digital marketing, or event planning, this course will give you the skills and knowledge to understand how sports marketing shapes the industry and influences fans worldwide. By the end of the course, you’ll be ready to create your own sports marketing strategy and appreciate the business side of the game!