Brand and Digital Marketing

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

Summer Springboard program located at Yale University

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:
$6,098

Commuter Tuition:
$3,198

Session 1:
June 15, 2025 June 27, 2025

Session 2:
June 29, 2025 July 11, 2025

Session 3:
July 13, 2025 July 25, 2025

Yale University
New Haven, CT

Course Overview

1) Marketing is incredibly fast-paced, and is constantly evolving with new technologies – marketers need to keep pace! Discover how AI, the metaverse, etc are changing the face of marketing dynamics

2) Marketing is more than just advertising. It’s also how you influence through the power of social media and influencers. Learn how marketers use influencers and craft social media strategies as part of their brand building plans

3) Innovation is key to giving brands longevity. Learn how to identify whitespace opportunities and develop game changing innovation for the target audience.

Meet your instructor

Christopher Elliot

Brand & Digital Marketing CEO of Frii Branding LLC,

Christopher “The Real Frii” Elliott is the visionary founder and CEO of Frii Branding LLC, a distinguished branding and marketing/communications agency headquartered in Connecticut, USA. With a remarkable track record as a world record-setting writer, branding consultant, and serial creative, Christopher brings a unique blend of talent and expertise to the industry.

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

Get started today

Summer Springboard - 2024 is operated independently of Yale University and is not sponsored or endorsed by the University. The views expressed in connection with the program are not the official positions, statements of advice nor opinions of Yale University and should not be viewed as an endorsement by Yale of any such views or statements.