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The focus of this course is on the strategies and methods used by early-stage companies to acquire customers (through outbound or inbound marketing) and to activate and retain them (i.e., to encourage repeat behavior and/or increase the frequency of interaction). Throughout the course, we will examine topics such as search engine marketing (SEM), content marketing, affiliate marketing, social media campaigns, mobile applications, freemium strategies, and the use of web analytics for tracking customer acquisition and conversion. The focus will be mainly on digital marketing channels, and the emphasis will be more B2C than B2B. Instruction will consist of case discussion, exercises and simulations, and guest lectures, with students working in groups to apply their learning to improve the process of customer acquisition.

There exists a mistaken belief in today's corporate world that we need to be serious all the time to be taken seriously. But the research tells a different story. In this course, we delve into the behavioral science of humor, and why it is a secret weapon in leadership (and life) to garner influence, fuel creativity, defuse tension, foster resilience, and strengthen relationships on your teams and with customers. You'll learn frameworks for understanding your humor style (hint: everyone has one) and the style of others. You'll practice applying concrete tools from the world of comedy to deploy humor safely and effectively at work. You'll hear stories from inspiring leaders ¿ in business, politics, entertainment, and professional spots ¿ and the tactics they used to bridge the trust gap, boost engagement, and unlock agility in the face of change. Students will leave this class with both a practical toolkit and a fundamental shift in mindset: navigating your life on the precipice of a smile. LEARNING OBJECTIVES: After completing the course, students will be able to: Reframe. Reframe challenging personal and professional moments with evidence-backed approaches tied to happiness and well-being. Storytell. Develop a Signature Story to present their personal and professional narratives in more engaging, memorable, humorous ways. Apply. Use concrete techniques grounded in professional comedy, behavioral science, and stories from leaders, for bringing humor safely and effectively into work and leadership .Navigate the grey. De-risk humor; understand why humor fails happen, how to avoid them, and what to do when you accidentally cross a line. Teambuild. Apply strategies to create more bonded, effective, and creative teams. Deliver. Hone techniques to deliver more memorable, compelling, human stories.

This course is offered for students requiring specialized training in an area not covered by existing courses. To register, a student must obtain permission from the faculty member who is willing to supervise the reading.