Marketing Masterclass at Yale

Learn how to understand customer needs by creating effective marketing strategies.

Program Highlights

Learn the fundamental topics of Marketing by exploring subjects such as branding, consumer behavior, developing campaigns, and the basics of advertising.
Segmentation, Targeting, and Positioning: How to assess market potential, understand and analyze customer behavior, and focus resources
Branding: How to develop, measure, and capitalize on brand equity
Pricing: How to set prices that capitalize on value to customer and capture value for the organization
Go to Market Strategy: How to understand the role of distributors, retailers, and other intermediaries in delivering products, services, and information to customers
Marketing Communications: How to develop an effective mix of communication efforts

Residential Tuition:

Commuter Tuition:


Session 1:
June 16, 2024 June 28, 2024

Session 2:
June 30, 2024 July 12, 2024

Session 3:
July 14, 2024 July 26, 2024


Yale University
New Haven, CT

Course Overview

People often think marketing is strictly about advertising, however, marketing is complex. It encompasses tons of different disciplines, strategies, and tactics. As a result, developing a basic understanding of how it works can be difficult. Learning the trade can take years of dedication and honing your craft, oftentimes in a handful of specific areas (such as branding, social
media, copy-writing, or analytics). Like a lot of things, though, future success starts with solid fundamentals. And if you’re looking to learn the basics of marketing, you’ve come to the right place. This course will cover everything you need to get started on your marketing journey. Think of it like the ultimate 101, packed full of actionable advice and laid out to be easy to understand, turning
complicated concepts into easily digestible chunks of information. Not only will you learn what drives a business, but you will also learn what drives you and how to promote yourself and your skills. Using real world-case studies, students will also develop branding and promotion for a specific product or service for a business and launch their own marketing campaign/website.

Meet your instructor

Rochelle Goodwin

Marketing Yale University

Rochelle Goodwin joined the Tsai Center for Innovative Thinking at Yale team in 2021 as the Communications & Marketing Director. As director, Rochelle oversees all aspects of both internal and external communications for the center, including brand strategy, media relations, advertising and marketing, and creative editorial and design services.

Learn more

Topics you'll explore

Career Exploration

Hear from Business professionals such as a Director of Marketing. Visit a marketing agency and a marketing department in a company

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