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What You'll Learn

The best product or service can only succeed with a strong market presence; Branding, Digital Marketing, and User Experience are three components that must be considered on the way to the marketplace, and throughout the product or service lifecycle. Leveraging and managing a brand identity is a science as well as an art, and promoting the brand in a meaningful way to a receptive audience will lead to a positive experience and ensure relevance and longevity.

Beginning with the Branding section, learning starts with topics such as brand identity, brand associations, and brand meaning, which leads to an understanding of how marketers influence consumer perceptions of a brand. Digital Marketing focuses on attribution modeling, which is your opportunity to track the influence of different consumer touchpoints, introduces game mechanics, and discusses developing a content strategy as well as how marketing personas fit into the mix. User Experience encompasses all aspects of the end-users' interaction with the company, its services, and its products, and this topic analyzes writing in-depth interview guides and usability scripts, conducting usability reviews, and analyzing usability testing data.

Course Topics

• Branding
• Digital Marketing
• User Experience

miniMBA Certificate Overview

Miami University's miniMBA program consists of five short courses, each focusing on a different area of business. Led by renowned faculty from Miami's Farmer School of Business, you'll advance your business acumen and earn a digital badge of completion for each three-module course. Complete all five courses to earn your shareable, verifiable miniMBA Certificate.

Why Miami?

Miami University Farmer School of Business students — tomorrow's leaders — choose us for our teaching excellence, global perspective, access to business leaders, career connections, and outstanding alumni network. Farmer ranks in the nation's top 15 public undergraduate business schools — and number one in Ohio (Poets & Quants, 2023). Our academic programs are all accredited by the Association to Advance Collegiate Schools of Business (AACSB).

Computer and Browser Requirements

A computer or laptop is recommended for an optimal learning experience. Miami University hosts this course in its learning management system, Canvas. Most browsers should work fine, but Canvas provides a list of minimum browser and computer requirements and a tool to check whether the browser you are using is up to date.

Cancellation and Refund Policy

If you wish to cancel your registration and receive a refund for the course, you must complete the Refund Request Form within 3 days of enrollment.

Enrollment Guidelines

This course is currently open to those in the United States. Our payment gateway does not accept international credit cards at this time.

Instructors

• Michael McCarthy, Professor
• James Coyle, Professor

Learn more about Farmer School of Business faculty.