Instructor: Matt Johnson *13, PSY. Author, Branding That Means Business

At the core of every good business is an effective brand strategy. But what is a brand strategy, and how can this be developed?

 In this session, we'll address these questions through case studies, marketing science, and business theory. We'll also address the evolving role of a brand's strategy for both small businesses and large multi-national corporations. Along the way, we'll also examine the crucial role of psychology in developing an effective strategy, and its role within the organization.

Cohort Description: Most people associate the term “business” with the private sector. However, business skills and models are widely applied in every sector: public, private and non-profit (which includes academia). You are acquiring many transferable skills in your Ph.D. program that can be applied in academic roles as well as within a variety of industries and job functions. Join the business skills learning cohort to better understand foundational concepts and language of business. This learning cohort includes experiential learning in the form of group capstone presentations under guidance of alum mentors. 

Broad Topics include:

1. Purpose, ethics, and responsibility: stakeholder theory

2. Analysis of strategy and operations 

3. Data science in business

4. Leadership and mentoring

5. Negotiation

6. Financial 360

7. Business Communications

8. Business of higher ed