ELECTIVES
Content Marketing 2.0
A recent survey of top marketing decision-makers by Econsultancy
and Outbrain found that:
• Over 90% of respondents believe that content marketing will
become more important over the next 12 months
• Nearly three quarters (73%) of digital marketers agree that ‘brands
are becoming publishers’
• Less than half of companies have dedicated budgets (34%) or
individuals dedicated (46%) to content marketing
• Increased engagement is the most commonly cited objective for
content marketers, with 52% of in-house marketers and 58% of
agency marketers listing this as one of their top three business
objectives
“Content Is King” is an old buzz-phrase, whereas “Content
Marketing” is newer. However, it's now time for brand owners to
move to “Version 2.0”, whereby we are not only creating and/or
'curating' high-quality content but also leveraging and sharing it
effectively as part of an integrated content marketing strategy. Few
companies are, so far, doing this successfully but there are big ROI
rewards for those who do. Join this class to learn more about the
benefits of content marketing and how to take advantage of it in the
professional sphere.
Stakeholder Engagement and Strategic
Communication
With increasing societal demands, greater communication technology, and multiple, sometimes conflicting needs and motivations, the
ability to engage stakeholders and communicate with them effectively is shaping up to be one of the core management competencies
of the 21st century. This is becoming particularly evident in emerging
markets, where the inability to create effective dialogue often results
in failed strategies, damaged reputations, and lost economic value.
Whether a corporation, institution, or entrepreneur, it has become a
management imperative to understand who matters and why, and
how to then engage them constructively in pursuit of shared goals.
We will cover both internal and external communications, from
employee engagement to investor relations, to addressing activists
and changing consumer behavior in the developing world. Based
on current best practices and using a team-teaching approach,
we will look at how to align aspirations, needs, and motivations;
consider effective ways of inspiring, involving, and informing; and
understand some of the channels available to reach those critical to
organizational goals. This course will help students develop both the
mindset and the skills to address this very fundamental and strategic
management issue.
Adding Value through Sustainability
This course focuses on the use of corporate sustainability as a part
of a business strategy, linked to a firm's core business objectives
and core competencies, leading to financial and socio-environmental
return. Students will become familiar with the various underlying
concepts of sustainability, their applications in organizational
environments, and the related strategic contexts. The class goes
beyond the awareness stage of sustainability and provides theories,
frameworks, and tools that aim to create value across the organization. A range of carefully prepared lectures and selected case studies
will demonstrate how sustainability nurtures organizational innovation
and that there is a clear business case for sustainability leaders to
create long-term organizational competitive advantage. The key aim
of this course is to enable students to evaluate sustainable initiatives
and to develop their critical and analytical thinking skills by having
them exercise several concise strategic approaches in the various
industries and organizational environments.
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details regarding registration: hult.edu/alumni
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